| Abstract | The tourism industry in China has immensely developed in the past two decades. Due to
China's prosperous inherent tourist resources and its favorable political and economic
conditions, China's tourism has occupied a top rank in the world tourism industry and has
become one important business force in China's whole economy.
As the industry's leader, China's National Tourism Administration (CNTA) has been
playing a vital role in this development by applying a series of suitable strategies and
options to achieve that business success. While at present, facing the external intensive
competition from the trend of globalization and the internal weakness from the deeper
economic reform, how to maintain the sustainable development for China's tourism has
become a principal challenge to CNTA.
The purpose of this research is, depending on analysis of the past performance done by
CNTA and considering the distinctive characteristics of tourism industry, to recommend a
new strategic model for CNTA to achieve the sustainable development for China's tourism.
The model, taking into account such phenomena as China's tourism resources, its industry's
construction process, its unique business environment and tourism industry's characteristics,
focuses on the illustrations about two strategic implementations: achieve the industry's
capabilities building and achieve non-price competition.
The research selected four cities for study, and a survey through interview has been
conducted to collect qualitative data from some fundamental or critical industry sectors,
such as hotels, travel agencies, tourism academic units and CNTA's head and branch offices.
The results indicate that China's tourism has a huge potential to develop in the future if its
leader, CNTA, adopts the suitable and correct strategies to guide this process. |