Huangling: Overcoming Growth Stagnation in an Indigenous Tourism Destination
商品編號：W43103
出版日期：2025/04/15
再版日期：
商品來源：
商品主題：Marketing; Sustainability
商品類型：Case (Field)
涵蓋議題：Indigenous, Tourism, Stakeholders
難易度：3 - Undergraduate
內容長度：12 頁
地域：China
產業：Other Services
事件年度：2022
Huangling was a Chinese scenic rural destination that became popular with travellers when Wuyuan Huangling Cultural Tourism Co. Ltd. restored the destination and launched it in 2014 as an indigenous cultural tourist destination. However, despite initial success, tourist growth at Huangling began to slow around 2019. The general manager, Wu Xiangyang, expanded the tourism destination with seasonal events, specialty homestays, and local cuisine, but the outcomes were underwhelming. The COVID-19 pandemic added to Huangling’s need for transformation. By 2022, with limited growth prospects, the scenic spot faced the challenge of revitalizing its market appeal, hindered by its reliance on traditional indigenous culture and a singular revenue model. Wu realized the importance of collaborating with external partners to overcome Huangling’s barriers to growth. He needs to undertake a comprehensive stakeholder analysis to balance internal and external expectations and find new ways to co-operate and share profits to bypass growth limitations. Can he create a sustainable future for Huangling by blending indigenous cultural heritage with profitability in an evolving competitive landscape?
教學手冊：Huangling: Overcoming Growth Stagnation in an Indigenous Tourism Destination - Teaching Note
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