智慧旅游背景下鸣翠湖景区旅游营销策略研究

发布时间：2018-01-14 15:27

本文关键词：智慧旅游背景下鸣翠湖景区旅游营销策略研究　出处：《宁夏大学》2017年硕士论文　论文类型：学位论文

【摘要】：随着我国经济的快速增长和人们生活水平的大幅提高,我国旅游业的发展越来越快,旅游已成为一种大众化的消费行为,同时,旅游业开始从景区时代向全域旅游时代发展。我国旅游业已经从短缺型旅游转变为小康型旅游大国,成为国家经济社会发展的重要组成部分,旅游景区的数量不断增加,旅游业的竞争日趋激烈。近年来,宁夏各级政府非常重视旅游业的发展,旅游年收入占到了全区GDP的7%左右,尤其在开展全域旅游方面得到了国家旅游局的充分肯定,宁夏正大力实施全域旅游的机遇,将给鸣翠湖旅游带来很大的发展空间。银川鸣翠湖国家湿地公园是一家集湿地生态保护与科普教育及旅游休闲为一体的AAAA级景区,其生态体系完整,景色优美,人为影响和破坏因素较少,有大量的鸟类和水生动植物资源,是我国荒漠化湿地中具有独特属性的生态旅游景区。本文以鸣翠湖景区为研究对象,以旅游市场营销的专业理论知识为指导,从营销的角度对鸣翠湖旅游发展进行探索和研究,通过定性分析与定量分析相结合,以及理论研究与实践相结合的方法,分析鸣翠湖旅游营销存在的问题,探讨适合鸣翠湖景区的营销模式,为鸣翠湖旅游营销策略和旅游营销实践提供理论指导和借鉴。本文针对目前我国旅游业的发展情况和宁夏旅游发展的现状,依据旅游营销的相关理论,通过PEST和五力模型分析鸣翠湖景区旅游环境,比较区内主要旅游竞争力量,梳理出鸣翠湖景区自身的优势和劣势及面临的机会和威胁,在此基础上,对鸣翠湖旅游市场进行细分和定位,最后,结合鸣翠湖景区智慧旅游建设,将传统旅游营销与网络营销相结合,定制鸣翠湖旅游营销的新模式,利用自身的资源优势和地理优势,增强竞争力,吸引游客,帮助景区走出困境,成为银川市东部一颗璀璨的明珠,同时也为同类型景区和周边景区的智慧旅游建设提供借鉴和参考,创新地总结出一套有借鉴意义的营销策略。
[Abstract]:With the rapid growth of our economy and the substantial improvement of people's living standards, the tourism industry is developing more and more rapidly, tourism has become a popular consumption behavior, at the same time. Tourism began to develop from the scenic area era to the whole region tourism era. China's tourism industry has changed from a shortage of tourism to a small recreational tourism country, and has become an important part of the national economic and social development. In recent years, the governments at all levels in Ningxia attach great importance to the development of tourism, the annual revenue of tourism accounts for about 7% of the region's GDP. Especially in the development of global tourism has been fully affirmed by the National Tourism Administration Ningxia is vigorously implementing the opportunities of global tourism. The National Wetland Park in Yinchuan is a AAAA scenic spot which integrates wetland ecological protection with popular science education and tourism leisure, and its ecological system is complete. Beautiful scenery, less man-made influence and destruction factors, a large number of birds and aquatic animal and plant resources, is a unique attribute of the ecological tourism scenic spots in the desertification wetland. This paper takes the Ming Cui Lake scenic area as the research object. Guided by the professional theoretical knowledge of tourism marketing, this paper explores and studies the tourism development of Ming Cui Lake from the perspective of marketing, and combines qualitative analysis with quantitative analysis. As well as the combination of theoretical research and practice, this paper analyzes the problems existing in the tourism marketing of Ming Cuihu Lake, and probes into the marketing model suitable for the scenic area of Ming Cuihu Lake. This paper aims at the development of tourism in our country and the present situation of tourism development in Ningxia, according to the related theory of tourism marketing. Through PEST and five-force model to analyze the tourist environment of the scenic area of Ming Cui Lake, compare the main tourism competitive forces, sort out its own strengths and weaknesses, opportunities and threats faced on this basis. Finally, combine the wisdom tourism construction of Ming Cuihu scenic spot, combine the traditional tourism marketing with the network marketing, customize the new mode of the Ming Cui Hu tourism marketing. Using its own advantages of resources and geographical advantages, enhance competitiveness, attract tourists, help the scenic spot out of the plight, and become a bright pearl in the eastern part of Yinchuan. At the same time, it also provides reference and reference for the intelligent tourism construction of the same type of scenic spots and surrounding scenic spots, and innovatively summarizes a set of marketing strategies with reference significance.
【学位授予单位】：宁夏大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F592.7

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