Strategies for Organizing Recreational Tourism Routes to Create Attractiveness for Tourist Attractions in Mi Le City

Abstract

The research purposes of this study are (1) to study the current situation of the recreational tourist attractions in Mi Le City; (2) to develop the strategies for organizing recreational tourism routes to create attractiveness for tourist attractions in Mi Le City; (3) to validate the feasibility of the strategies for organizing recreational tourism routes to create attractiveness for tourist attractions in Mi Le City.This study adopted the R&D research method, which collected data through the documentary analysis method, inquiry method, and interview method. The main research tools applied to this study are a questionnaire and an interview form. The author first conducted a questionnaire survey on 400 tourists traveling to Mi Le City to collect relevant quantitative data and then conducted interviews with 15 key informants to collect relevant qualitative data. The author then carried out a descriptive statistical analysis of the quantitative data, a content analysis of the qualitative data, a SWOT analysis to integrate the quantitative and qualitative data, a TOWS matrix to suggest pertinent strategies, and a Connoisseurship session with 9 experts to validate the strategies, and the feasibility of the strategy was validated again through interviews after connoisseurship.

The results of the study found that: (1) the situation of recreational tourism in Mi Le City has 10 strengths, 9 weaknesses, 6 opportunities and 8 threats, which are mainly manifested in the fact that Mi Le City has rich natural landscapes and complete infrastructures, but there is still room for improvement in terms of ticket prices, souvenirs, service quality and transport; (2) In response to the analysis of the current situation of recreational tourism in Mi Le City, this study proposed 6 SO strategies, 7 ST strategies, 6 WO strategies, and 7 WT strategies, which covered such aspects as digging out tourism resources, promoting the construction of a smart city, strengthening the linkage of attractions, regulating ticket prices, exploring local culture and improving infrastructures;(3) The experts involved in the connoisseurship agreed that these strategies have high feasibility and are in line with the current development needs of recreational tourism in Mi Le City, and except for a few strategies that need to be merged, the final result is 4 SO Strategies, 3 ST Strategies, 3 WO Strategies and 5 WT Strategies, which are recommended to be implemented on a priority basis, including upgrading the quality of publicity and services, developing new tourism routes, optimising traffic management, promoting large-scale events, developing high-quality souvenirs and solving the problem of parking during peak periods.

-