拉萨市民俗旅游营销策略研究

发布时间：2018-07-15 11:04

【摘要】：民俗旅游是一种高层次的文化旅游,随着人们物质生活的丰富,以弘扬民族民间文化、展现民族地域风采的民俗旅游越来越受到旅游者的青睐。民俗旅游的研究也受到越来越多人的关注。但是目前在民俗旅游营销过程中没有更多对游客需求进行过系统、量化的研究。拉萨民俗旅游资源丰富,由于开发力度和营销策略的欠缺，，致使独具特色的拉萨民俗旅游发展不尽人意。目前,拉萨民俗旅游的营销仅是从经营者的角度进行的,营销水平和程度低,导致来拉萨旅游的游客没有真正体验到拉萨多姿多彩的民俗民风。本论文主要以拉萨市民俗旅游为研究对象,综合运用文献分析法与实地考察相结合、定性分析与定量分析相结合、理论和实践相结合的方法对拉萨民俗旅游营销策略进行研究。本论文主要分为五个部分,第一部分主要介绍研究背景及选题缘由、研究的日的和意义、研究的思路和方法、研究的框架和研究的主要内容：第二部分主要为民俗旅游文献综述和相关理论的介绍。对国内外民俗旅游研究进展进行综述,界定民俗旅游及民俗旅游资源的概念,介绍营销组合理论、旅游地生命周期理论、消费者行为理论、市场细分理论等。第三部分为拉萨市民俗旅游营销的背景及现状分析,主要介绍拉萨民俗旅游发展现状、拉萨民俗旅游资源分析、拉萨民俗旅游现有营销策略的分析、SWOT分析及其主要存在的问题。第四部分主要是拉萨市民俗旅游市场细分和目标市场的选择及定位。主要包括拉萨市民俗旅游客源市场的调查分析、拉萨民俗旅游市场细分和拉萨民俗旅游目标市场的选择及定位。第五部分主要是提山拉萨民俗旅游营销策略,主要包括拉萨民俗旅游营销的原则、拉萨民俗旅游营销策略组合以及实施拉萨民俗旅游营销策略的保障措施。
[Abstract]:Folklore tourism is a kind of high-level cultural tourism. With the enrichment of people's material life, folklore tourism, which carries forward national folk culture and shows national regional style, is more and more favored by tourists. The study of folklore tourism has also attracted more and more attention. However, there is no systematic and quantitative study on tourist demand in the process of folklore tourism marketing. Lhasa is rich in folklore tourism resources, because of the lack of development and marketing strategy, the unique development of Lhasa folklore tourism is unsatisfactory. At present, the marketing of Lhasa folklore tourism is only from the perspective of the operator, the level and degree of marketing is low, which results in the tourists who come to Lhasa do not really experience the colorful folk customs in Lhasa. This paper mainly takes Lhasa folklore tourism as the research object, synthetically uses the literature analysis method and the field investigation unifies, the qualitative analysis and the quantitative analysis unifies, the theory and the practice unifies the method to carry on the research to the Lhasa folk custom tourism marketing strategy. This paper is divided into five parts. The first part mainly introduces the research background and the reason of the topic, the day and significance of the research, the ideas and methods of the research. The second part is the literature review of folklore tourism and the introduction of related theories. This paper summarizes the research progress of folklore tourism at home and abroad, defines the concept of folklore tourism and folklore tourism resources, introduces the theory of marketing combination, the life cycle theory of tourist destination, the theory of consumer behavior, the theory of market segmentation, and so on. The third part is the background and current situation analysis of Lhasa folklore tourism marketing, mainly introduces the present situation of Lhasa folklore tourism development, the analysis of Lhasa folklore tourism resources, the analysis of existing marketing strategies of Lhasa folklore tourism and its main problems. The fourth part is the Lhasa folklore tourism market segmentation and target market selection and positioning. It mainly includes the investigation and analysis of Lhasa folklore tourist market, the segmentation of Lhasa folklore tourism market and the choice and orientation of Lhasa folklore tourism target market. The fifth part is mainly about the marketing strategies of folk tourism in Lhasa, including the principles of folklore tourism marketing in Lhasa, the combination of marketing strategies of folklore tourism in Lhasa and the guarantee measures for implementing the marketing strategies of folklore tourism in Lhasa.
【学位授予单位】：西南大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：F592.7

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