Yangzhou Cuisine Tourism Resource Development: Situation and Recommendations for Improvement - Volume 9 Number 3 ( Aug. 2019) - IJSSH

Abstract—Chinese culinary arts have a long history, and upon generations of refinement, have ingrained themselves as part of Chinese culture. Yangzhou is among the most renowned tourist cities in China. With over 2,500 years of history and abundant tourism resources, it attracts a large number of tourists every year. Yangzhou cuisine, thanks to its variety, elaborate preparation, and well-established history, has become an important component of the local tourism resources. This paper is prepared based on a market research conducted and field survey method for the Yangzhou cuisine tourism resources. It identifies certain issues that are adversely affecting the tourism industry. They include lack of creative ideas and initiatives in brand creation and promotion, limited marketing tools, and low-quality services among practitioners in the industry. Recommendations are then made to better capitalize on Yangzhou cuisine as a tourism resource, including focusing more on product design, transforming marketing strategies, fostering stronger brand awareness, and improving service quality. Index Terms—Cuisine tourism，recommendations，Yangzhou Yi Zhang is with Department of Tourism management of Yancheng Teachers University, Jiangsu, China (e-mail: merryzhang0805@163.com). [PDF] Cite: Yi Zhang, "Yangzhou Cuisine Tourism Resource Development: Situation and Recommendations for Improvement," International Journal of Social Science and Humanity vol. 9, no. 3, pp. 81-85, 2019