乐山市旅游业发展战略研究

发布时间：2018-01-04 22:23

本文关键词：乐山市旅游业发展战略研究　出处：《西南交通大学》2014年硕士论文　论文类型：学位论文

【摘要】：旅游业是当今全球第一大产业,被称为“永不落幕的朝阳产业”。通过多年的培育、发展,旅游业已经成长为中国经济发展的重要支柱性产业。乐山市是世界自然与文化双遗产所在地,旅游经济总量稳居全省第二位,具备良好的发展基础,但目前仍仅是一个景区地和过境地。面对旅游业发展的新阶段、新特点、新趋势,以及功能转型、产业升级、空间拓展、服务体系提升的内外诉求,驱使乐山旅游业发展思路和方向需要进行全面调整和重新定位。该文尝试运用企业战略管理的相关理论和方法,来指导乐山市旅游业发展战略的制定。通过对乐山市旅游业的考察,综合各方面数据,主要从外部环境分析和内部条件战略分析(主要包含基础条件、资源条件、市场条件、整体优势劣势),对乐山市旅游业内外环境进行全方位的分析。在此基础上,采用SWOT分析方法,对乐山市旅游业发展的总体战略和竞争战略提出建议,并提出了“保护环境资源、丰富产品体系、加强市场营销、强化目的地建设保障”等四条战略制定与实施关键点的建议。本文的结论是：乐山市旅游产业发展战略应采取“充分发挥双遗产的品牌效应,实现从景区地向目的地的转变”的同心多元化总体战略。即是要把“全球著名、全国领先”的旅游目的地建设作为乐山市旅游业发展之“心”,推动旅游业转型提升、打造多功能复合型的旅游产业集群。在竞争战略上,应采取产品品牌差异化战略,围绕“山水福地·禅意之城”主题品牌形象,打造“一核一带两轴五区”的山水禅意空间,建设中国首个山水禅意城市。
[Abstract]:Tourism is the largest industry in the world, which is called "sunrise industry never ending". Through many years of cultivation, development. Tourism has grown into an important pillar of China's economic development. Leshan City is the world's natural and cultural heritage location, tourism economic volume is the second place in the province, with a good foundation for development. But it is still only a scenic spot and transit area. Facing the new stage of tourism development, new characteristics, new trends, as well as the functional transformation, industrial upgrading, space expansion, service system upgrading of the internal and external demands. The development of Leshan tourism needs to be adjusted and reoriented in an all-round way. This paper tries to use the relevant theories and methods of enterprise strategic management. To guide the development of Leshan tourism strategy. Through the study of Leshan tourism, comprehensive data, mainly from the external environment analysis and internal conditions strategy analysis (mainly including basic conditions). Resource conditions, market conditions, overall strengths and weaknesses of the tourism industry in Leshan are analyzed in all directions. On this basis, SWOT analysis method is adopted. This paper puts forward some suggestions on the overall strategy and competition strategy of tourism development in Leshan City, and puts forward some suggestions on "protecting the environment and resources, enriching the product system and strengthening the marketing." The conclusion of this paper is that the development strategy of tourism industry in Leshan should take "giving full play to the brand effect of double heritage". To realize the overall strategy of concentric diversification from scenic spot to destination, that is to say, to regard the construction of "world-famous, national leading" tourist destination as the "heart" of Leshan's tourism development. In the competition strategy, we should adopt the strategy of product brand differentiation, and focus on the theme brand image of "Mountain and Water Fortunity 路Zen City". Create "one core area, two axes, five zones" landscape Zen space, build China's first landscape Zen city.
【学位授予单位】：西南交通大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F592.7

【相似文献】