Coastal tourism refers to under certain social and economic conditions，Relying on land and coasts along the coastline，Sea and land tourism for the purpose of meeting people’s spiritual and material needs and the interests of different economic entities、The sum of phenomena and relationships generated by tourism activities such as leisure and vacation。

As an emerging comprehensive economic industry in the marine industry，my country’s coastal tourism industry has huge development potential，According to the "2018 China Coastal Tourism Passenger Flow Big Data Report" released by the China Tourism Academy，Period from March 2017 to February 2018，The scale of my country’s coastal tourism market reaches 10.600 million visitors，Approximately equivalent to 21% of the domestic tourism market during the same period.1% 。

According to the "2019 China Marine Economic Statistical Bulletin"，In 2019, my country’s coastal tourism industry achieved an added value of 1,808.6 billion yuan，An increase of 9 over the previous year.3% ，Accounting for 50% of the added value of major marine industries.6% ，Coastal tourism has become an important pillar industry in promoting the development of marine economy。

Affected by the epidemic，Outbound travel is pressed“Pause button"，The originally huge group of outbound tourists turned their attention to the country，Leisure vacation tourism, represented by coastal tourism, is ushering in a new round of development opportunities。However，From the feedback of domestic tourists with increasingly rich travel experience，Comparing mature coastal tourist destinations abroad，Domestic coastal tourism products still have insufficient innovation、Not high quality、Problems such as lack of distinctive features。

Then，What kind of tourism experience do tourists get during coastal tourism at this stage? What factors will affect the quality of their experience? Studying these issues will effectively improve the management level of coastal tourism destinations、Promoting the development of marine economy is of great significance。

As the coastal tourism market continues to heat up，Coastal tourism has gradually become a key area of ​​research at home and abroad。

Foreign research started earlier，Relevant research has appeared in the second half of the 20th century，The research content mainly focuses on the impact of geomorphological factors on coastal tourism、Interaction between coastal environment and tourism activities、Coastal resort development model、Aspects of tourist behavior and coastal tourism management in coastal resorts; Domestic coastal tourism research began in the 1990s，The research direction involves the development and management of coastal tourism resources、Influencing factors of coastal tourism、Coastal tourism market structure、Sustainable development of coastal tourism, etc.。

Taohua Haibei Beach Hotel Source: Zhoushan Putuo Taohua Island Tourism

Overall，Most of the existing studies are from the perspective of destination managers，There are relatively few studies on coastal tourism from the perspective of tourists。Existing research based on the perspective of tourists tends to focus on the development of tourism products in coastal tourist destinations、Tourist satisfaction、Willingness to revisit、Environmentally responsible behavior, etc.，There are few research results on tourists’ overall experience in coastal tourist destinations。

Research methods，Existing studies still mostly follow the ";Top down” ’s research paradigm，Passed questionnaire、Scale to obtain research data，Using fuzzy comprehensive evaluation method、Multiple regression analysis method、Structural equation modeling and other quantitative analysis of issues of concern，Adopt“Bottom up”There are relatively few studies on theory construction using qualitative research methods。

In recent years，With the full penetration of the Internet into consumer life，Tourists’ daily travel behavior is increasingly affected by self-media、The influence of online media such as online travel platforms。Travel notes about destinations that exist on these media、Comments and other online texts，While providing decision-making reference for ordinary tourists，It also provides a large amount of real and objective research materials for scholars to conduct destination-related research from the perspective of tourists。

Based on this，This article takes Xunliao Bay, Huizhou City, Guangdong Province as an example，Using grounded theory to review tourists’ online comments、Systematic analysis of text materials such as travel notes、Study on the constituent dimensions 188bet app download of tourists’ coastal tourism experience、Influencing factors and various factors、Internal connections between categories，In order to enrich the research results related to coastal tourism，Provide theoretical support and decision-making reference for promoting the sustainable development of coastal tourism destinations。

Zhoushan Liuheng Island Source: Zhoushan Islands Tourism

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Research object 

Xunliao Coastal Tourist Resort，Also known as“Xunliao Bay”，Located in the core of Niping Peninsula, Huidong County, Guangdong Province，Located south of the Tropic of Cancer，The eastern part of Daya Bay in the South China Sea，It belongs to the south subtropical warm and humid marine climate，Average annual temperature 21.7 ℃，Comfortable climate，Suitable for traveling in all seasons。

Xunliao Bay is known as ";Shi Qimei、Shui Qingqing、Sha Qi Bai”famous，There are bays scattered along the coastline with a total length of more than 20km、Island、Haijiao、Sandbar and other landscapes，Known as“God gave me platinum embankment”“Oriental Hawaii”，has been rated as“National 4A tourist attraction”“Guangdong Province Provincial Tourism Resort”。According to statistics from the Xunliao Coastal Tourist Resort Management Committee，Xunliao receives tourists in 2019 415.840,000 people，Realize tourism income 14.2.9 billion yuan。 

Data source and processing 

With Ctrip、Xunliao Bay-related online travel notes published publicly on Mafengwo and Xiaohongshu as data sources，To ensure the quality of travel notes，Filter the obtained travel notes according to the following principles: (1) Release time between January 2019 and May 2021; (2) The number of words is more than 1000 words，Removing content is too easy、Travel notes that are purely photo sharing without substantial content; (3) Eliminate obvious commercial propaganda、Advertising diversion and other destination travel notes。Finally, 64 travel notes were obtained for research and analysis，16 Ctrip travel notes (numbered C01-C16) ，17 travel notes on Mafengwo (numbered M01-M17) ，31 Little Red Book Travel Notes (numbered X01-X31) 。Read the travel notes one by one，Split the travel notes into independent descriptive sentences，Delete content irrelevant to travel experience，Finally got 920 descriptive sentences。

Zhoushan Flower and Bird Island Source: Xiaohongshu Number: 6233424460

Research Methods

Grounded Theory

Grounded theory by B.G.Proposed by Glaser et al. in 1967，is a systematic procedure through the use of，Develop for a certain phenomenon、Summary，Thus leading to qualitative research methods with theories rooted in actual data。Grounded theory research is a dynamic research process，Including generating research questions、Data Collection、4 stages of data processing and theory construction。Code the data step by step is the most important part of grounded theory，includes open coding、3 steps of spindle encoding and selective encoding。Use Nvivo12 software to organize the original text data、Analysis and Coding。 

IPA analysis method

IPA analysis method (importance-performance analysis) is“Importance-Performance Analysis”，Originally written by J.A.Martilla proposed in 1977，This method uses importance as the horizontal axis、Expressivity is the vertical axis、The mean value of expressivity and importance is used as the cutting point of the horizontal axis and the vertical axis，Divide the space into 4 quadrants。By observing the distribution of specific factors in space，Can intuitively reveal the gap between the respondent’s attention to a certain influencing factor and their perceived performance，Helps to further understand the problem being studied。

Introducing IPA analysis method to quantitatively analyze the evaluation factors obtained after grounded theory analysis，Is an effective supplement to qualitative research，At the same time，The results based on IPA analysis can also better reflect the needs of tourists、Satisfaction of expectations，Help the destination management department identify problems and propose improvement plans。

Music activities and attractions in Nansha, Zhujiajian Island, Zhoushan Source: Zhoushan Islands Tourism

Results and Analysis

Grounded theory analysis

Open coding

Open coding is the first step in grounded theory coding，It is the process of preliminary conceptualization and categorization of text content (Table 1) 。Open coding requires researchers to have an open mind，Without any presuppositions or prejudices，Encode the text in the source material as it appears，Tag corresponding text with tags，Then tags with the same characteristics are categorized and named。

Through the analysis and processing of the original data of Xunliao Bay travel notes，Combining the cross-relationships between concepts，Finally refined 32 concepts，Respectively: brand awareness、Distance Cognition、Travel Preferences、Purpose of travel、Travel methods、Travel time、Coastal landforms、Water landscape、Island scenery、Marine life、Celestial phenomena and climate、History and Culture、Folk culture、Featured Products、Building facilities、Coastal leisure vacation activities、Marine entertainment activities、Special cultural 188bet app download activities、Photography、Catering facilities and services、Accommodation facilities and services、Shopping facilities and services、Transportation Facilities and Services、Residents’ attitude、Visitor size、Price level、Vegetation and greening、Weather conditions、My own feelings、Feelings of fellow travelers、Inspiring Thoughts、Willingness to revisit。

Spindle encoding

Principal coding is a process of further categorizing and theorizing concepts。On the basis of obtaining the concept of open coding，In-depth understanding of the generic relationship between concepts，Induction to form the initial category，By analyzing the causal relationship between categories、Time relationship、Logical connections such as semantic relationships or situational relationships，Further abstraction to form the main category。This stage refines cognition and preference from 32 concepts、Motivation and decision-making、Natural landscape、Humanities Resources、Activity participation、Service Contact、Environment Perception、8 initial categories of evaluation and reflections，And extract pre-trip decisions according to the timeline、Three main categories of in-tour experience and post-tour behavior (Table 2) 。

“Cognition and Preference”“Motivation and decision-making”It is based on tourists’ own travel preferences before starting the trip、The process of planning and decision-making based on the original understanding of the destination。“Cognition and Preference”includes“Brand awareness”“Distance Cognition”和“Travel Preferences”3 subcategories，is the main influencing factor for tourists to make different travel decisions。

Among them，“Brand awareness”It is for the brand image of coastal tourist destinations、Cognition of resource characteristics, etc.。“Distance Cognition” It is the tourist’s perception of the distance between the departure place and the destination before departure，It directly determines the transportation mode and overall time arrangement of the trip。“Travel Preferences”Is what tourists express about coastal tourism resources、Preferences for product features, etc.，such as“Like the boundless comfort of the sea，So just leave” (X16) ，“Mainly because consumption is very close to the people”(C05) etc.。

“Motivation and decision-making”Refers to tourists’ travel purposes and travel-related decision-making arrangements，includes“Purpose of travel”“Travel Ways”和“Travel time”3 subcategories。Analysis results display，The main purpose of tourists choosing Xunliao Bay trip is to relax、Enhance parent-child relationship、Taste seafood and avoid the cold in winter, etc.; The travel mode shows a high proportion of self-guided tours、Characteristics of low proportion of group tours，Among the self-guided tours, self-driving tours and high-speed rail rides、The proportion of public transportation such as airplanes is relatively balanced; The travel time is 3 days and 2 nights、2 days and 1 night mainly。

Cute pet paradise in Xunliao Bay. Source: Huidong Culture and Tourism

“Natural Landscape”“Humanities Resources”“Activity participation”“Service Contact”和“Environment Perception”Is the main content that tourists experience during coastal tourism。“Natural Landscape”Is the core attraction factor of coastal tourist destinations，includes“Coastal landforms”“Water landscape”“Island scenery”“Marine Life”和“Celestial phenomena”5 subcategories。

For tourists，The stretching coast of Xunliao Bay、Soft beach、The &ldquo composed of azure waters and mysterious islands;Natural Landscape” is the primary factor that triggers travel motivation，It is the most fundamental charm of coastal tourist destinations。Most tourists are interested in“Coastal landforms”“Water landscape” The beach in、Seawater、Strong perception of rocks, etc.，such as“The coastline is winding，The seabed is flat and solid，The sea sand is white and crystal clear，Clear blue water，The reefs are in various shapes”(M13) etc.。

“Humanities Resources”Mainly composed of“History and Culture”“Folk Culture”“Featured Products”和“Building Facilities”Composition。Similar to most domestic coastal tourist destinations，Xunliao Bay is characterized by ";Natural Landscape”Mainly， “Humanities Resources”relatively weak，Most tourists do not &ldquo decide their destination before traveling.;Humanities Resources”As the focus of coastal tourism experience。

Delta Island, a private island in the southern area of ​​Xunliao Bay. Source: Huidong Culture and Tourism

Mentions“Humanities Resources”’s travel notes，Xunliao Bay History and Culture“Origin of place names”And folk culture“Mazu Belief”Get more 188bet app download attention，such as“According to legend, during the Qianlong period，A group of refugees came to this remote place，Taimao‘Liao’Settlement，‘彽’It is the meaning of Bagua Zhongping and Angeli”(M13) ，“Local fishermen believe in Mazu，Whenever I go to sea, I must kneel down and burn incense at Mazu Temple，Begging for protection and blessing”(M07) etc.。“Building Facilities”Including religious buildings、Lingnan residences and other traditional buildings，Also includes resort hotels、Art installation、Internet celebrity check-in points and other modern buildings and facilities。

Influenced by social media“Internet celebrity”Influence of trend，Young tourist groups are keen on chasing new things、odd、Special travel scene，Tourist destinations also consciously attract tourists by creating Internet celebrity landscapes。UFO infinity swimming pool in Xunliao Bay、Lighthouses are so creative、The landscape with romantic elements has become a must-see item for tourists，such as“Mainly attracted by the internet celebrity swimming pool inside，Chic design，Looks like a UFO from a distance”(M04) etc.。

“Activity participation”Refers to the leisure activities tourists participate in in Xunliao Bay、Vacation、Entertainment and other tourism activities，It is further divided into &ldquo based on location and type.;Coastal leisure vacation activities”“Marine entertainment activities”“Special cultural activities”“Photography”。

“Marine entertainment activities”has the highest tourist participation、One of the most diverse activities，Including fishing at sea、Sailboat、Snorkeling、Paragliding、Motorboats, etc.， Among them, fishing is a unique maritime experience project，Tourists going out to sea with fishing boats can not only enjoy the ocean scenery，You can also experience the life of a fisherman，Feel the joy of catching，such as“In addition to enjoying the blue sea, blue sky and beach sunshine，Be sure to take a fishing boat and go fishing with the fishermen，Enjoy the fun of being a fisherman” (M13) etc.。

Sea Star Cruise Photo source: Huidong Cultural and Sports Tourism

As the camera function of mobile phones becomes increasingly powerful，Photography occurs more frequently in tourism activities ，“Photography”Become a tourist and retain the beautiful scenery、An important way to record travel life，such as“I can’t get enough beautiful photos just standing on the beach or on the rocks，People also have indescribable beauty in the scenery”(C06) etc.。

“Service Contact”Refers to destination dining in tourists’ itinerary、Accommodation、Perception of shopping and transportation facilities and services，where“Catering facilities and services” “Accommodation Facilities and Services”Most followed。Catering services mainly involve seafood tasting、Beach BBQ、Daily meals, etc.，Most of them will taste special seafood，Seafood freshness、Price、Portion size and taste are what they pay most attention to，For example, "Except the price is very affordable、There are many other packages，Every seafood is fresh，5-star recommended vermicelli scallops、Squid Tube"(X08) 。

Different from other travel products，The vast majority of tourists in coastal tourism are on vacation trips with an in-depth participation nature，Therefore“Accommodation Facilities and Services”Become the tourist with the longest stay in the itinerary、One of the most in-depth experiences，The most relevant evaluation content，Involving service quality、Health status、Price、Hotel environment、Hotel location and room view, etc.。

“Environment Perception”Refers to the impact of tourists on the local society during their stay in the destination、Economy、Perception of the overall environmental atmosphere composed of the ecological environment，includes“Residents’ attitude”“Visitor size”“Price level”“Vegetation and greening”and “Weather conditions”。With tourist activities from destination“Beautiful scenery”Viewing direction“Good life”Experience transformation，The contact and interaction between tourists and destinations is gradually deepening。

After close contact with the coastal landscape，Visitors to Xunliao Bay also go to the local seafood market to purchase ingredients、Make your own seafood dinner、Communicate with local people, etc.。After a tourist asked local residents for directions，Expressing praise for the simple folk customs of Xunliao Bay，means“It’s not just the beautiful scenery here that makes people feel intimate，The people here are also very kind，He is very kind when asking for directions、Courtesy”(C09) 。

Seafood and food in Xunliao Bay Photo source: Huidong Cultural Tourism

And because of the source of tourists、Differences in spending power and season of visit，Visitors are interested in“Price level”Perception is also inconsistent，such as“The water on the island is also very expensive，Although things in scenic spots are expensive, 188bet app download things here are especially expensive” (X10) ，“There is a coffee and pizza shop on the first floor of Sea World，The price is actually cheaper than in my third-tier city”(M06) etc.。

“Reviews and Thoughts”Refers to the overall feelings of tourists after the trip、Personal reflections triggered by travel、Willingness to visit again, etc.，includes“My own feelings” “Feelings of fellow travelers”“Inspiring Thoughts”“Willingness to revisit”4 subcategories。During tour，Travelers forward、Positive emotional feedback will improve tourists’ overall satisfaction with the itinerary experience，such as“My sister is as happy as a child，We both swam to the middle of the sea and floated naturally with the impact of the waves，This is a happy weekend getaway”(C15) etc.。

Selective encoding

Selective coding is a process of category theorizing，This stage is based on open coding and spindle coding，To the extracted main categories、In-depth comparison of subcategories and related concepts，Establish core theory to verify the relationship between categories，Using original data and developed concepts、Categories and relationships to explain all phenomena of the research problem。This study extracted“Coastal travel experience”As a core category，And build a coastal tourism experience model according to tourists’ travel time clues (Figure 1) 。

Combining the model can provide a further understanding of the formation mechanism of coastal tourism experience。Before the trip starts，Tourists are influenced by their own perceptions of coastal tourist destinations、Influences such as specific travel preferences，Made corresponding travel decisions， This process also forms tourists’ expectations for the itinerary。After arriving at the destination，Tourists’ coastal travel experience includes natural landscapes、Humanities Resources、Activity participation、Five aspects of service contact and environmental perception，They work together to influence tourists’ final overall evaluation of the coastal tourism experience。

After the trip，Tourists formed their overall feelings by comparing the experience results with their travel expectations，At the same time, I also express my thoughts through travel notes。The comments and impressions after the trip will in turn have a new impact on tourists’ future travel decisions，Or influence the travel decisions of other potential tourists through network communication。

IPA analysis 

Tourists’ in-tour experience is a key part of the coastal tourism experience，It is also an important process in forming an overall evaluation。Use IPA analysis method，Choose the main category obtained through grounded theoretical analysis“Experience while traveling”Contains 22 concepts as evaluation factors，Calculate the expressiveness index and importance index of each factor based on the travel notes。Performance index is satisfaction，1-5 points represent“Very dissatisfied”“Not satisfied”“Neutral”“Satisfied”“Very satisfied”， If there is no evaluation content about a certain factor in the travel notes, the evaluation content will be as ";Neutral”Assign points to this factor。

The above process is scored independently by two scorers，Cross-check to determine final score。The importance index is the frequency of each factor appearing in the travel notes，That is, the ratio of the number of entries in which the factor appears to the total number of entries。After calculation，The importance and satisfaction of each factor are shown in Table 3。

Taking tourists’ perceived importance as the horizontal axis，With satisfaction as the vertical axis，Take the mean of the two as X、Intersection point of Y axis，The four quadrants available for IPA analysis (Figure 2) 。Overall，Factors are mainly distributed in quadrant I and quadrant III，9 and 10 respectively; The number of distribution factors in Quadrant II and Quadrant IV is small，Only 1 and 2 respectively。 

The evaluation factors located in the first quadrant are“Coastal landforms”“Water landscape”“Celestial phenomena”“Building Facilities”“Coastal leisure vacation activities”“Marine entertainment activities”“Photography”“Catering facilities and services”“Accommodation facilities and services”，Indicates that these factors are important factors affecting tourists’ coastal tourism experience，Tourists generally pay more attention to these factors，And the satisfaction level is also high。“Accommodation Facilities and Services”is the factor with the highest attention from tourists，Explanation that accommodation experience is a very important part of tourists’ coastal travel itinerary，Occupies an important position in overall perception。

For coastal tourist destinations mainly for vacation，A hotel is more than just a place to sleep，It has become part of the trip，its landscape environment、Cultural atmosphere and other aspects have become important aspects for tourists to perceive a destination，To a certain extent，The quality of accommodation experience determines the quality of coastal tourism experience; “Coastal landforms”is the factor with the highest tourist satisfaction，Indicates that tourists 188bet Online Sports Betting and Casino are interested in what constitutes Xunliao Bay“Coastal landforms”'s beach、Rock、Bay Bay etc. have higher ratings。

Xunliao Bay Financial Street Sea Park Hotel Group Source: Huidong Culture and Tourism

The evaluation factors located in Quadrant II are only“Island scenery”，Explains that although tourists do not pay much attention to the scenery of Xunliao Bay islands，However, the tourists mentioned are generally more satisfied with the island scenery，Indicates the future development and promotion of tourism in Xunliao Bay，Island scenery may become a potential advantageous resource for further attention。

The evaluation factors located in Quadrant III are“Marine Life”“History and Culture”“Folk Culture”“Specialty Products”“Special cultural activities”“Transportation facilities and services”“Residents’ attitude”“Visitor size”“Vegetation and greening”和“Weather conditions”etc. 10 factors，Indicates that fewer visitors mentioned these 10 factors，And lower satisfaction。

Among them，“History and Culture”is the factor with the lowest attention from tourists，This is consistent with the actual situation。As a natural and ecological destination，The focus 188bet app download of tourists’ coastal tourism experience is the natural landscape represented by coastal landforms，Only a small number of tourists participate in the experience of the destination’s history and culture; “Transportation facilities and services”is the factor with the lowest tourist satisfaction，The main reason is that inadequate transportation facilities lead to peak season congestion、Low frequency of public transportation lines leads to long waiting time、Irregular operation of shared transportation, etc.。

The evaluation factor located in Quadrant IV is “Shopping facilities and services”and “Price level”，Indicate that more tourists mentioned these factors，But overall satisfaction is low，Both are the content of tourists’ shopping and consumption experience at the destination，Mainly dissatisfied with the cheating behavior of some merchants、Higher prices，This is an aspect that should focus on improving Xunliao Bay tourism services in the future。

The old hippie RV campground in Xunliao Bay. Source: Huidong Culture and Tourism

Conclusions and suggestions

Conclusion 

Using grounded theory to refine brand awareness、Distance Cognition、Travel period waiting for 32 initial concepts，Cognition and Preference、Motivation and decision-making、Natural landscape、Humanities Resources、Activity participation、Service Contact、Environment Perception、Evaluation and reflections on 8 initial categories，Decision before departure、Three main categories: in-game experience and post-game behavior，Constructed a timeline-based tourist experience model for coastal tourism。 

Among the 22 evaluation factors that affect tourists’ coastal tourism experience, the one with the highest attention and satisfaction is“Accommodation Facilities and Services”，The one with the highest satisfaction and high attention is“Coastal landforms”; The one with lower attention but higher satisfaction is“Island scenery”; The one with the lowest attention and relatively low satisfaction is “History and Culture”，The one with the lowest satisfaction and relatively low attention is“Transportation facilities and services”; The one with higher attention but lower satisfaction is“Shopping facilities and services”和“Price level”。“Transportation facilities and services”“Shopping facilities and services”“Price level”This is an area that needs to be focused on and improved in the subsequent management of the destination。

Yacht party in Xunliao Bay Source: Huidong Culture and Tourism

Suggestion 

1、Based on core resource advantages，Coordinate and promote the development of coastal tourism resources

Protecting the coastline、Wetland tidal flat、Based on the original features of natural islands and reefs and other natural ecological landscapes，Coordinate and promote“Ocean—Island—Coast”Three-dimensional tourism development，Improve the overall landscape quality and environmental atmosphere of Xunliao Bay; Accelerate the construction progress of coastal tourist roads，Relying on the advantages of natural landscape resources，Cultivate low-altitude flying、Yacht Travel、Marine sports、Undersea sightseeing and other comprehensive coverage of the ocean、land、Low-altitude product system，Satisfy tourists embracing the sea、The psychological need to be close to nature。 

2、Improving the quality of coastal accommodation industry，Building a diversified accommodation product system。

Aiming to create a national tourist resort，Accelerate the improvement of the management and service level of Xunliao Bay coastal accommodation industry，About family travel、Couples Tour、Self-driving travel and other market segment needs，Building a comprehensive high-end resort hotel、Travel Apartment、Diversified accommodation product system including sea view B&B, etc.; Leverage the hotel cluster effect，Promote the construction of hotel complex，Extended leisure and entertainment、Vacation and Recuperation、Business Exhibition、Fashion shopping and other functions，Provide tourists with a richer destination experience。

Golf course in Xunliao 188bet sports betting app download Bay Source: Huidong Culture, Tourism and Sports

3、Improving basic service facilities，Strengthening supervision of tourism consumption market。

Accelerate the improvement of various basic service facilities，Improving the Visitor Center、Identification signage、Travel toilets and other configurations，Create a more convenient and comfortable vacation environment；Complete the overall capacity expansion and upgrade of the resort and surrounding transportation network，Optimize entrance and exit、Connection points and parking lot layout，Regulated Taxi、Operation of online ride-hailing, etc.，Strengthen road traffic dynamic monitoring and peak warning，Strive to solve the problem of traffic congestion during the peak tourist season；Improving the multi-departmental joint supervision mechanism，Advocate corporate integrity management，Explore the establishment of the Xunliao Bay Safe Consumer Service Alliance，Protect the legitimate rights and interests of tourists，Create a harmonious and orderly destination market environment。