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ISHS Acta Horticulturae 1132: XVIII International Symposium on Horticultural Economics and Management

Management systems of flower-themed tourism in China: a value chain analysis

Authors:   W.Z. Zhou, Y.Y. Xu, Z.C. Zhou
Keywords:   evolution process, industrial structure, social influence, smiling curve, innovation, integration, brand
DOI:   10.17660/ActaHortic.2016.1132.15
Abstract:
With a great abundance in flower resources and massive potential in tourism industry, China has seen the rise of the flower-themed tourism markets, which are distributed in dispersed dots geographically. For instance, the China International Jasmine Cultural Festival in Hengxian, the rape flower fields in Hongcun and the Dounan Flower Market in Kunming all achieve great success in attracting thousands of visitors from all over the world, leading to a substantial improvement of the local socio-economic benefits. With the flower fever constantly spreading to other regions, the management systems of this new industry become increasingly essential so as to ensure its sustainable development. This paper firstly presents the evolution process, industrial structure and social influence of the flower-themed tourism in China with a clue of time and space. After that, it summarizes the strategic nodes of the tourism operation in flower industries by the value chain analysis, which will lay a theoretical foundation for management decisions in the flower-themed tourism industry. Finally, typical management systems of successful cases in this countryRSQUOs flower-themed tourism are classified and analyzed by the case study method, aiming at providing ideas and suggestions for the further development of this type of tourism in China.

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