Research on the development strategy of tourism enterprises in China

Abstract

The article analyzes, systematizes scientific research and presents ways to improve the development strategy of tourism enterprises in China. In 2024, China is forming a financially prosperous society with a comprehensive improvement in the living standards of its citizens. Cultural tourism is a good indicator for people to express their desire for a better life. Against the backdrop of the country's comprehensive promotion of rural revitalization strategy, cultural tourism has become an excellent choice for the ecological, industrial, cultural, labor, and even organizational revitalization of rural areas. In this context, many traditional enterprises, especially real estate enterprises, have begun to explore the cultural and tourism industry, especially "rural tourism," which has become a new "testing ground" for these enterprises. Four different development strategies are explored, and specific measures that can be taken for each strategy are analyzed. Cultural tourism enterprises, in order to actively renew the tourism industry, increase the competitiveness of collective work, in combination with internal and external matrix analysis, it is proposed to choose the SO development strategy, in addition to developing the SO strategy, should also avoid strategic disadvantages and risks of WT as much as possible. Combined with diversified development, improve network services, enhance teamwork ability, and promote the implementation of foreign business opportunities. In today's business environment, the organization of a high-quality development strategy for Chinese tourism enterprises is of undeniable relevance. When forming its main components, it should focus on: market demand and be guided by innovations, continuous optimization of the organizational structure, improvement of the quality of products and services, strengthening of existing human resources, and development of its own brand. In order to prevent potential problems in the future, sensitivity and flexibility to market changes should be taken into account at the same time. SWOT analysis can be one of the tools for studying the activities of a particular business entity. Based on the analysis of the internal and external environment of a cultural tourism company, the opportunities, threats, advantages and disadvantages are summarized. Taking into account the proposed components of integrated strategic planning will have a positive impact on the development of Chinese tourism enterprises both in the near future and in the long term.