Tourism in hangzhou

Hangzhou, the Best Tourism City of China

Evaluation of strategic tourist

destination planningcase study: HangZhou,

China

https://www.youtube.com/watch?v=v1EdF7wh4a8


1 Introduction2 Organization3 Industry analysis4 Tourism strategy 2016-20205 Evaluation a) PEST- Analysis b) SWOT –Analysis

6 Recommendations7 Conclusion


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.)


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)


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



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



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)


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


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


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


Thank you


• 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

Travel

Tourism in hangzhou