宁波五龙潭山地旅游项目定位研究

发布时间：2018-03-11 17:48

本文选题：山地旅游项目　切入点：定位理论　出处：《浙江农林大学》2014年硕士论文　论文类型：学位论文

【摘要】：山地旅游项目经营开发是我国农村发展的重要组成部分，也符合我国现阶段调整产业结构的基本方向，而山地旅游项目的经营开发离不开针对项目进行精准定位。当前，山地旅游经营开发过程面临开发效率低下、经营模式雷同的突出问题，而社会经济因素、政策因素、游客评价等都会影响山地旅游项目开发经营效果。本文通过随机选取宁波市五龙潭201个游客的评价进行调查分析，结合宁波五龙潭山地旅游项目总经理及员工的访谈，借鉴浙江开化钱江源、遂昌神龙谷、文成铜铃山山地旅游项目经营开发案例，在系统分析宁波五龙潭山地旅游项目内外环境和自身优势劣势的基础上，运用SWOT分析法，总结出总体战略定位。并在明确五龙潭山地旅游项目总体战略定位的基础上，运用定位理论，进一步明确其市场定位、产品定位和形象定位。本文利用二手资料数据、游客调查数据和项目负责人访谈资料，首先对五龙潭山地旅游项目的概况和发展现状作了介绍，并概括项目开发过程中所面临的问题。其次，对浙江开化钱江源、遂昌神龙谷、文成铜铃山山地旅游项目负责人进行访谈，，并归纳总结同类型山地旅游项目经营开发的问题。再次，在游客调查数据的基础上，利用SPSS17.0软件对游客评价进行分析。最后，在分析的基础上，运用SWOT分析法，总结出总体战略定位，并在此基础上，运用定位理论，明确五龙潭山地旅游项目的市场定位、产品定位和形象定位。研究表明：宁波五龙潭山地旅游项目开发经营过程中需要采取差异化市场定位，利用自身独特的旅游资源，进入中高端休闲度假市场。其中，重点开发“龙潭五井十二瀑”核心旅游资源，向目标市场进行持续深度营销，打造浙江省独特的五龙潭山地旅游项目核心标识。
[Abstract]:The management and development of mountain tourism project is an important part of the rural development of our country, and it also accords with the basic direction of adjusting the industrial structure of our country at the present stage, and the management and development of the mountain tourism project can not be separated from the precise positioning of the project. In the course of mountain tourism management and development, the development efficiency is low, the business model is similar, and the social and economic factors, the policy factors, Tourist evaluation will affect the development and management of mountain tourism projects. This paper selects 201 tourists randomly from Wulongtan, Ningbo for investigation and analysis, and interviews with the general manager and staff of Ningbo Wulongtan Mountain Tourism Project. For reference of Zhejiang Kaihua Qianjiangyuan, Suichang Shenlong Valley, Wencheng Tongling Mountain Tourism Project Management and Development cases, on the basis of systematic analysis of the internal and external environment and advantages and disadvantages of Ningbo Wulongtan mountain tourism project, SWOT analysis method is used. On the basis of defining the overall strategic orientation of the Wulongtan Mountain Tourism Project, the market positioning, product positioning and image positioning of the Wulongtan Mountain Tourism Project are further clarified by using the positioning theory. Based on second-hand data, tourist survey data and interviews with project leaders, this paper first introduces the general situation and development status of tourism projects in Wulongtan mountainous areas, and summarizes the problems encountered in the process of project development. To the Zhejiang Kaihua Qianjiangyuan, Suichang Shenlong Valley, Wencheng Tongling Mountain Tourism Project leaders to interview, and summarize the same type of mountain tourism project management and development. Thirdly, based on the tourist survey data, Finally, on the basis of the analysis, SWOT analysis method is used to sum up the overall strategic positioning, and on this basis, the positioning theory is used to clarify the market positioning of the tourism project in Wulongtan mountain area. Product positioning and image positioning. The research shows that in the course of development and management of the tourism project in Wulongtan, Ningbo needs to adopt the differentiated market orientation, utilize its own unique tourism resources, and enter the high-end leisure and holiday market. Focus on the development of "Longtan Wujing 12 waterfall" core tourism resources, to the target market for sustained and in-depth marketing, to create a unique Wulongtan mountain tourism project core logo.
【学位授予单位】：浙江农林大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F592.7

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