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Jiangsu Tourism Environmental Analysis
Tourism in Jiangsu Province is one of the main economic activities that have experienced massive growth over the past few years. According to Zhang, the geographic location and topography of this province has made it very attractive both to the local and international tourists.1
Environmental analysis of tourism in this province clearly indicates that this province has remained one of the most popular destinations for tourists who want to understand the historic and cultural heritage of the Chinese. The manner in which nature and modern day architecture have been brought together in various locations within the province never ceases to amaze many of the tourists.
Current Situation of Jiangsu Tourism
Jiangsu tourism has been experiencing consistent growth over the years, especially due to the economic development of this country. Although the province is also known for its agricultural production, it has gained global attention because of the unique features it offers to tourists2.
The local government has developed environmental conservancy policies that are meant to protect water and vegetations in order to preserve the sceneries that have been attracting local and international tourists. The increasing local and international competition has put a lot of pressure on the administration of this region to find ways of maintaining a steady flow of tourists into this region3.
Jiangsu Tourism SWOT
In order to understand the environmental factors that have been affecting tourism in Jiangsu province, a SWOT analysis would be necessary. The strength of tourism in this province lies in a number of factors. The location of this province makes it a very attractive centre for tourists. The province borders the Yellow Sea, making it an attractive location for tourists who want to cruise along the coastal strip or the Great Canal.
The region is also known for its cultural heritage of the old Chinese practices. According to Mimi, this province acted as the capital for six ancient Chinese Dynasties that were very prosperous during their reigns4. Many Chinese have associated the province with royalty, a fact that has attracted many local tourists.
The strategic location of the province and the infrastructural development has made it easily accessible to tourists. The developed hospitality industry has made it easy for this region to accommodate its visitors even during high seasons. As Alastair observes, the high level of security has also helped the region attract more tourists5.
Despite the above strengths, the region has some weaknesses that have made it vulnerable in the tourism industry. One of the main weaknesses is that the majority of the population does not understand other foreign languages such as English, French or Spanish. This means that it may not be very attractive to non-Chinese speakers6.
It is also important to note that some of the indigenous trees have been lost because the policy makers have failed to lay emphasis on the need to regulate human encroachment in some of the protected areas. The increasing population in this province may also force the administration to reduce the percentage of the protected lands to give way for residential to the local population7.
The market has a number of opportunities that this region can take advantage of in order to advance its tourism. According to Arlt, the number of international tourists who visit China has been on the rise.8
This means that this organization can take advantage of this growth in tourism within the country. The economic development of the country also means that the 1.3 billion Chinese have the capacity to boost tourism. This massive population can support local tourism in this region.
However, the region has been exposed to local and international competition that threatens its prosperity. The increasing rate of pollution in this region that is attributed to its closeness to the City of Shanghai, is threatening the natural vegetations and other living organism in this region. If the authorities fail to address this issue as soon as possible, some of the natural beauties in this region may be affected.
Jiangsu Tourism PEST
In order to understand the external market, a PEST analysis would be necessary. According to Gang, the political environment in Jiangsu province has been stable over the years, a factor that has boosted tourism9. The province has enjoyed a long period of peace, making it possible for the tourists to visit the region without fear of sporadic attacks. The national government of the country has also been supportive to tourism as one of the main pillars of the country’s economy.
The economic environment of this country has also promoted tourism. China is the second largest economy in the world, after the United States. This means that local tourism can easily be supported because people are economically empowered10. The growing relevance of China as an economic powerhouse has also increased the flow of the international community into the province.
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This has boosted tourism in this region. It is important to note that the growing relevance of Dubai as another economic hub in Asia may have a negative impact on tourism in this country.
The socio-cultural environment of this province has affected tourism in a number of ways. The cultural practices of Jiangsu people have attracted many international tourists who are interested in understanding the Chinese culture11. The unique housing structure, the dressing mode, the martial arts, and traditional foods have attracted a lot of attention from the international community. The strong attachment that the local Chinese have towards their culture has also boosted local tourism.
Technological environment has also helped in promoting tourism in Jiangsu province. Improved transport system makes it easy for local and international tourists to move easily, making their tour more enjoyable. With improved communication system, popularizing the region in the international market has been easy.12 Most of the sceneries have also been improved, thanks to advancements in technology.
Jiangsu Tourism Competition Situation
Jiangsu tourism is facing massive competition both in the domestic and international market13. There are other regions within the republic of China that have been attracting local and international tourists. Locally, Guangxi Province has been one of the popular tourist hubs, especially its A Li River where tourists visit to enjoy cruising in a serene environment. Other local regions that have been attracting tourists include Leshan’s Giant Buddha of Tang Dynasty, Hong Kong’s Victoria Harbor, and Beijing’s Forbidden City14.
International tourist destinations such as Leeds in England, Flanders in Belgium, Adelaide in Australia, Normandy in France, Victoria Falls in Zimbabwe and the Grand Canyon in the United States have also posed serious threats to this firm.15 Tourism management board in this province must find ways of managing both local and international competition in order to maintain the flow of tourists into this province.
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1 Zhang Guangrui, Green Book of China’s Tourism: China’s Tourism development Analysis and Forcecast (Sage Publishers 2011).
2 Sheng Liu and Xiaobing Luo, LED Packaging for Lighting Applications Design, Manufacturing, and Testing (Wiley 2011).
3 John Swarbrooke, Sustainable Tourism Management (CABI Publishers 1998).
4 Mimi Li, Urban Tourism in China (Oxford 2013).
5 Alastair Morrison, Marketing and Managing Tourism Destinations (McMillan 2013).
6 Lew Allan and Lawrence Yu, Tourism in China: Geographic, Political, and Economic Perspectives (Westview Press 1995).
7 Mimi Li, Modeling the Travel Motivation of Mainland Chinese Outbound Tourists (Oxford 2007).
8 Arlt Wolfgang, Annual Report of China Outbound Tourism Development 2009/2010 (Profil-Verl 2010).
9 Gang Xu, Tourism and Local Development in China: Case Studies of Guilin, Suzhou and Beidaihe (Routledge 2013).
10 John Donaldson, Poverty and Economic Development in Southwestern China (Cornell University Press 2011).
11Bruce Prideaux and Malcolm Cooper, River Tourism (CABI 2009).
12 Alexander Otgaar, Industrial Tourism Opportunities for City and Enterprise, (Ashgate 2010).
13Susan Pitchford, Identity Tourism: Imaging and Imagining the Nation (Emerald 2008).
14 Stephen Smith, The Discovery of Tourism (Emerald 2010).
15 Xiaobo Su, The Politics of Heritage Tourism in China: A View from Lijiang, (Routledge 2009).