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21世纪以来,尤其是最近几年,全国各地千方百计挖掘自身的资源优势,进行旅游开发,大力发展旅游业。旅游竞争者不断增多和实力不断增强,使得桂林旅游的吸引力相对下降,旅游市场不断的被细分和蚕食,已经直接影响着桂林旅游业的发展。应对挑战,桂林应从旅游市场细分、旅游目标市场选择、重新进行市场定位、重塑旅游形象这几个方面进行调整,以提高旅游竞争力。
Since the 21st century, especially in recent years, all over the country have made every effort to tap their own resources and advantages, carry out tourism development and vigorously develop the tourism industry. The increasing number of tourism competitors and the growing strength make the attractiveness of Guilin’s tourism relatively declining. The tourism market is constantly being subdivided and eroded, which has a direct impact on the development of Guilin’s tourism industry. In response to the challenges, Guilin should make adjustments to the following aspects: tourism market segmentation, selection of tourism target markets, re-positioning of the market, and reshape of tourism image so as to enhance tourism competitiveness.