自主联盟在长江三峡旅游营销中的应用研究

发布时间：2018-04-02 03:29

本文选题：自主联盟　切入点：旅游营销　出处：《重庆理工大学》2014年硕士论文

【摘要】：长江三峡地处重庆市和湖北省之间，该地区旅游资源富集、品位高、存量大、种类多、文化积淀深厚，，拥有多个世界第一的美誉。长期以来，各级政府在长江三峡旅游开发和营销中一直占据主导地位，虽然重庆、湖北两省市在推动长江三峡旅游政策无障碍、旅游资源共整合、旅游营销共品牌上持续发力，但是长江三峡旅游始终温而不火，旅游营销效果不佳。究其原因，主要是社会各界忽视了对旅游市场主体的培育，特别是企业自发形成的跨区域、跨行业的旅游自主联盟的培育，缺乏对长江三峡旅游自主联盟应有的重视、研究与扶持，旅游自主联盟在长江三峡旅游中发育不充分、作用不明显。本文以长江三峡旅游自主联盟营销为例，运用自组织理论、旅游联盟理论和旅游营销理论，分析了长江三峡旅游自主联盟营销的现状、特点，研究了长江三峡旅游自主联盟的驱动机制、演进效应。通过与国内其他自主联盟进行对比分析，查找出了长江三峡旅游自主联盟存在的主要问题，并针对这些问题，提出了提升长江三峡旅游自主联盟营销水平的对策和建议，力图引起社会各界对自主联盟的注意和重视。
[Abstract]:The three Gorges of the Yangtze River is located between Chongqing and Hubei Province, which is rich in tourism resources, has high grade, large stock, many kinds, deep cultural accumulation, and has the reputation of being the first in the world.For a long time, governments at all levels have been playing a leading role in tourism development and marketing in the three Gorges region of the Yangtze River, although Chongqing and Hubei provinces and cities have continued to exert efforts in promoting tourism policies in the three Gorges region, integrating tourism resources, and co-branding tourism marketing.But the Yangtze three Gorges tourism has always been warm and not fire, tourism marketing effect is not good.The main reason is that all walks of life neglect the cultivation of tourism market subjects, especially the cultivation of cross-regional and cross-industry tourism autonomous alliances formed spontaneously by enterprises, and lack of due attention to the tourism autonomous alliance in the three Gorges of the Yangtze River.Research and support, tourism autonomous alliance in the Yangtze three Gorges tourism development is not sufficient, the role is not obvious.Taking the tourism autonomous alliance marketing of the three Gorges of the Yangtze River as an example, using the theory of self-organization, the theory of tourism alliance and the theory of tourism marketing, this paper analyzes the present situation and characteristics of tourism autonomous alliance marketing in the three Gorges of the Yangtze River.This paper studies the driving mechanism and evolution effect of the tourism autonomous alliance in the three Gorges of the Yangtze River.Through comparative analysis with other independent alliances in China, this paper finds out the main problems existing in the tourism autonomous alliance of the three Gorges of the Yangtze River, and puts forward some countermeasures and suggestions to improve the marketing level of the autonomous tourism alliance in the three Gorges of the Yangtze River.Strive to attract the attention and attention of all circles of the community to the autonomous alliance.
【学位授予单位】：重庆理工大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F592.7

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