基于需求层次理论的西双版纳旅游产品升级与营销策略研究

发布时间：2018-01-23 21:03

本文关键词： 马斯诺需求理论旅游业产品升级营销策略西双版纳　出处：《云南师范大学》2014年硕士论文　论文类型：学位论文

【摘要】：随着市场经济的发展和新经济秩序的出现，国内旅游产品市场竞争的方式和参与竞争的主体都发生了很大变化，传统的简单旅游地竞争变成了旅游品牌与营销策略的竞争。原来的旅游景区间竞争也正向区域间竞争拓展，品牌已成为一国或一个地区经济实力的象征。因此如何通过建立旅游产业品牌与区域品牌互动模式，如何以西双版纳为实证对象，探索助推西双版纳区域品牌整合与营销，是一项具有非常重要意义的研究课题。旅游需求理论是用于研究旅游需求特征的旅游经济学理论的主要方面。旅游需求的形成包括旅游动机、支付能力和闲暇时间三个方面。旅游动机是形成旅游需求的首要条件，根据马斯洛需要层次理论，人们外出旅游，满足的需要多半是较高层次的，属于精神的需要，，主要有积极的探新求异的需要以及消极的逃避紧张现实的需要。云南“旅游二次创业”背景下，西双版纳如何抓住旅游需求的新变化、新趋势，进行产品设计与升级，创新旅游产品营销策略，具有重要意义。本着理论联系实际、科研服务社会的原则，论文选择西双版纳为实证对象，展开研究。通过对西双版纳各产业、各子区域的品牌梳理。本文运用资料研究、SWOT分析、行为分析等方法构建有效的研究框架体系，采用理论与实践相结合的方式探讨了西双版纳旅游有什么、游客需要什么，旅游产品如何升级、市场营销如何创新等问题，为西双版纳旅游产业升级提供科学可行的决策咨询。
[Abstract]:With the development of the market economy and the emergence of the new economic order, the mode of competition in the domestic tourism product market and the main body participating in the competition have undergone great changes. Traditional simple tourism competition has become the competition between tourism brands and marketing strategies. The original competition between tourist attractions is also expanding to regional competition. Brand has become a symbol of a country or a region's economic strength. Therefore, how to establish the tourism industry brand and regional brand interaction model, how to take Xishuangbanna as the empirical object. Exploring and promoting regional brand integration and marketing in Xishuangbanna is a very important research topic. Tourism demand theory is the main aspect of tourism economics theory which is used to study the characteristics of tourism demand. The formation of tourism demand includes tourism motivation. Tourism motivation is the first condition to form tourism demand. According to Maslow hierarchy of needs theory, people go out to travel, most of the needs are higher. Belongs to the spiritual need, mainly has the positive exploration new needs, seeks for the difference as well as the passively escapes the tense reality the need. Under the Yunnan "tourism second undertaking" background, how Xishuangbanna grasps the new change of the tourism demand. New trend, product design and upgrade, innovation tourism product marketing strategy, has important significance. In line with the principle of integrating theory with practice and scientific research serving the society, the thesis chooses Xishuangbanna as the empirical object and carries out the research. Through combing the brands of various industries and sub-regions in Xishuangbanna, this paper uses data to study. SWOT analysis, behavior analysis and other methods to build an effective research framework system, using the combination of theory and practice to explore what tourism in Xishuangbanna, what tourists need, how to upgrade tourism products. How to innovate marketing provides scientific and feasible advice for the upgrading of Xishuangbanna tourism industry.
【学位授予单位】：云南师范大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F592.6

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