Exploring the Status Quo of All-for-one Tourism Development in Meishan City, China: Insights from Local Travel Influencers

Abstract

All-for-one tourism is a newly proposed concept that aims to promote the transformation of national tourism development in China. Few research studies have focused on the current industry practice of all-for-one tourism in China. A qualitative case study, grounded in an interpretivist paradigm, was conducted to investigate the status quo of all-for-one tourism development in Meishan City, China. In-depth interviews were conducted with 15 local travel influencers based on opinion leadership theory. Thematic content analysis was utilized to analyze study data. Study findings revealed that implementing all-for-one tourism was limited by the lack of a clear tourism strategy, uncoordinated development, and low-quality public services. But efforts had been made to support all-for-one tourism in the public service system, tourism supply chain, tourism market order, destination brand strategy, and marketing effectiveness.