Study on strategic approaches of cultivating tourism market entity in China

With the rapid development of tourism industry in China, the main function of tourism industry is not only to gain exchange revenue or financial reward, but also to serve social life, to enhance the vitality of market economy, to meet the growing consumers´ demand, to promote international exchange and cooperation, to improve the image of the state which have shown that development of tourism in China has entered into a new historical stage. In order to further develop tourism industry, in addition to consider changing the mode of economic growth, emphasizing on the basic role of market for allocating resources and the key role of cultivating market entity for promoting the sustainable and healthy development of tourism economy are also must be returned to consider. It has been ignored the importance of cultivating tourism market entity for a long time, and a sufficient number and competitive tourism market entities has been indeed lacked of in China. In view of present situation and developing problems of China´s tourism market entity, this paper proposes strategic approaches of further improving tourism enterprises´ operation situation, stimulating tourism consumers´ demand and improving comprehensive service quality of tourism providers.