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Hangzhou, the Best Tourism City of China
Evaluation of strategic tourist
destination planningcase study: HangZhou,
China
Hangzhou, the Best Tourism City of China
1 Introduction2 Organization3 Industry analysis4 Tourism strategy 2016-20205 Evaluation a) PEST- Analysis b) SWOT –Analysis
6 Recommendations7 Conclusion
Hangzhou, the Best Tourism City of China
People’s Republic of China
Beijing
Shanghai
Hangzhou
Taipei
Macao
Hongkong
Nature HistoryCulture
HeritageProductTradition
ArtLegendLeisure
Romance
Introduction
Source: (“Map,” n.d), (“Nature,” n.d.), (“Quick,” n.d.)
Hangzhou, the Best Tourism City of China
Add title in here
Supervisor
Tourism Developmentleading group officeLeader: Mayor
Deputy leader: Vice Mayor
Have an office in HTB
Executor
Hangzhou Tourism Bureau
DevelopmentManagementConservation
Education
Consulter
Davost Intelligence
AnalysisPlan
DesignMarket
Organization
Source: (“Strategic,” 2016)
Hangzhou, the Best Tourism City of China
2011 2012 2013 2014 20160
20
40
60
80
100
120
140
160
11.5%
12.0%
12.5%
13.0%
13.5%
14.0%
14.5%
15.0%
Number of tourists (million) Year-on-year growth(%)
Industry analysis
41%
12%
17%
2%
13%
10%
2%3%
Inbound tourists (2014)
Asia
Hongkong
Taiwan
Macau
Europe
America
Oceania
Africa and others
Hongkong
Taiwan
Macau
Europe
America
Oceania Africa and others
Asia
42.8%
26.0%
11.6%
7.6%
4.4%3.0% 1.7% 0.5% 2.4%
The purposes of tourism
SightseeingBusinessLeisureConferenceCulture exchangeVisiting relatives and friendsPilgrimageFestival and eventsOthers
Business
Leisure
Conference
Culture exchangeVisiting
PilgrimageOthers
F & E
Sightseeing
Source: (“Strategic,” 2016)
Hangzhou, the Best Tourism City of China
Asia
Hangzhou, China
Vision One of the world’s most important tourist and leisure centres
MissionIn 2020, 4.35 million inbound tourists, international tourism receipt 2.93 billion US dollar, average stay nights 2.99 nights. 180 million domestic tourists, receipt 360 billion RMB, average stay nights 2.2 nights.
Resources Ecological resources, high-end MICE, leisure and recreation industry, cultural and creative industry, health-cultivation
Capabilities High quality tourism products and services, accessibility
Skills Dynamic, diversity, Informatization, sustainability
Competencies Nature, culture, traditions, gastronomy, health and wellness, transportation junction
Core competencies “The city of love”, “Oriental capital of Leisure”
Target group Inbound tourists, enterprises, middle age people with high income, young people who like outdoor sports
Main methods All in one tourismGlobe tourism High quality tourismSmart tourism
Tourism strategy 2016-2020
Source: (“Strategic,” 2016)
Hangzhou, the Best Tourism City of China
Political
Economic
Socio-cultural
TechnologicalPolitical
Environment1 political stability2 Focus on the development of tourism3 Customer protection regulation4 Visa free policy
Economic Environment1 Significant GDP growth rate
2 Potential urban growth3 Increasing domestic tourists’ purchasing power4 Bigger international market5 High inflation rate
Evaluation - PEST
Environment
Socio-cultural Environment
1 The aggravating trend of aging population2 Literacy rate in China is over 90%3 Consumer lifestyle is changing4 Cultural tolerance and integration5 More opening to the outside world
Technological Environment1 Tourism e-commerce2 Smarter tourism data collecting3 Online payment security4 High-end tourist equipment and facilities
Source: (PESTLEANALYSIS CONTRIBUTOR, 2015)
Hangzhou, the Best Tourism City of China
Strengths
Weaknesses
Opportunities
Threats
1 Inability of attracting more inbound tourists2 Unbalanced industrial structure3 Quality of public services need to be improved4 Lack of consideration for the locals
1 Competitions from other destinations2 Cultural conflicts3 Mass tourism4 Environment issues
1 Natural resources2 Traditional culture3 Convenient accessibility4 Good public images5 Loyal customers6 All season tourism7 Attractive products
1 Increasing international awareness2 Technological development3 Glowing international market in China4 Visa free travel program5 Global and national events6 Financial support from government
。
Evaluation - SWOT
Hangzhou, the Best Tourism City of China
1 How to attract more inbound tourists especially from western countries?Adventure tourism International tourism agencies and operatorsDiversified products More international marketing
2 How to improve current tourism industrial structure of this destination?More focus on Leisure and holiday products Rural tourism High-end MICE (Business travel) Theme parks and museums 3 How to improve quality of public service related to tourism?Education programs International interpretation identification systemDiversified payment Tourism transportation service system
Recommendations
Hangzhou, the Best Tourism City of China
Strategicplanning
Biggermarket
All in one tourism
Diversifiedstructure
All in one tourismMaximization of tourism resource utilization. Link together with tourism product development and improvement for targeted different groups.
Diversified structureImprove the structure of tourism business, specific products and services for different kinds of groups.
Bigger marketA flourishing market with the need for some small change
Conclusion
Hangzhou, the Best Tourism City of China
Thank you
Hangzhou, the Best Tourism City of China
• Map of Hangzhou. (n.d.). Retrieved from http://www.seeraa.com/ imagetour/hangzhou-map.jpg• Nature Geography. (n.d.). Retrieved from http://eng.hangzhou.gov.cn/ art/2015/8/24/art_811223_79689.html• PESTLEANALYSIS CONTRIBUTOR. (2015). PEST ANALYSIS OF CHINA. Retrieved from http://pestleanalysis.com/ pest-analysis-of-china/• Quick Facts. (n.d.). Retrieved from http://en.gotohz.com/whyhangzhou/ quickfacts/#sthash.L4EsDogX.dpbs• Strategic tourism planning for the next five years. (2016). Retrieved from http://www.hangzhou.gov.cn/art/2016/9/30/art_933506_2271057. html (In Chinese)
References