红旗渠红色旅游市场营销策略研究

发布时间：2018-05-07 04:17

本文选题：红旗渠 + 红色旅游　；参考：《北京交通大学》2017年硕士论文

【摘要】：近几年,随着我国经济的不断发展和社会的进步,国民生活水平正在逐年提高,越来越多的老百姓有了外出旅游的欲望及需求。庞大的游客群体有着多层次多样化的期望,如何能够准确的了解游客期望,满足游客的需求,成为我国众多旅游目的地亟待解决的难点问题。河南省林州市红旗渠景区有着较为丰富的景观资源和文化资源,虽然近些年取得了一些成绩,但与同等规模同等性质的景区相比,红旗渠景区的发展步伐稍慢,营销管理水平与社会上同等级的景区还存在着一定的差距。红旗渠景区是红旗渠精神的实物体现,红旗渠精神是当代中国人民自力更生艰苦奋斗的缩影,更是中国红色文化领域内一枚闪闪发光的瑰宝。继续传承与弘扬红旗渠精神,在当今中国社会有着重大的现实意义。本文选取了红旗渠红色旅游景区作为研究的对象,在对红旗渠红色旅游景区发展的现状和发展中存在的问题进行分析的基础上,提出了关于红旗渠红色旅游市场营销的建议。全文由五部分组成。第一部分,阐述了选择红旗渠红色旅游景区作为研究对象的原因及意义、研究的方法及理论依据、研究的主要内容及思路。第二部分,对红旗渠红色旅游的概况进行总结与分析。从红旗渠红色旅游产生的起源、红旗渠红色旅游的现状、红旗渠红色旅游目前存在的问题三个角度论述了红旗渠红色旅游的概况,并指出了目前红旗渠红色旅游的市场营销中存在的问题。第三部分,实地调研红旗渠景区,调研过程中通过发放问卷的方式收集第一手调研数据,并对红旗渠红色旅游游客市场和游客满意度进行分析。游客市场主要采用描述性分析法,游客满意度采用在信度检验的基础上的IPA分析法。通过阅览大量文献、资料以及走访,对红旗渠红色旅游内部的优势和劣势、外部的机遇和挑战进行分析。通过以上分析,明确红旗渠红色旅游哪些方面出现了问题。第四部分,提出红旗渠红色旅游市场应施行的市场营销策略。根据前面的分析,结合红旗渠红色旅游发展的现状,以及红旗渠的资源,提出红旗渠红色旅游应施行的市场营销策略。第五部分,结论及展望。对全文内容及观点的概括总结,但发展红旗渠红色旅游不是一朝一夕的工作,本文最后对后续需要进一步研究和探讨的问题进行了展望。此外,本文对红旗渠红色旅游研究的同时,希望能够丰富红色旅游领域内的研究实例,研究方法及思路对其他红色旅游目的地起到借鉴作用,进一步促进我国红色旅游业发展壮大。
[Abstract]:In recent years, with the continuous development of economy and social progress in China, the standard of living of the people is improving year by year, and more and more people have the desire and demand to travel. The huge tourist group has multi-level and diversified expectations. How to accurately understand tourists' expectations and meet the needs of tourists has become a difficult problem to be solved urgently in many tourist destinations in our country. There are abundant landscape resources and cultural resources in Hongqi Canal scenic spot of Linzhou City, Henan Province. Although some achievements have been made in recent years, the development of Hongqi Canal scenic spot is slightly slower than that of the same size and same nature scenic spot. There is still a certain gap between the level of marketing management and the same level of scenic spots in the society. The scenic spot of Hongqi Canal is the embodiment of the spirit of Hongqi Canal, which is the epitome of the self-reliance and hard struggle of the contemporary Chinese people, and a glistening treasure in the field of Chinese red culture. Continuing to inherit and carry forward the spirit of the Red Flag Canal is of great practical significance in today's Chinese society. Based on the analysis of the current situation and problems in the development of Hongqi Canal Red Tourism Scenic spot, the paper puts forward some suggestions on the red tourism marketing in Hongqi Canal. The full text consists of five parts. In the first part, the reasons and significance of choosing Hongqi Canal Red Tourism Scenic spot as the research object, the research methods and theoretical basis, the main contents and ideas of the study are expounded. In the second part, the general situation of red tourism in Hongqi Canal is summarized and analyzed. From the origin of red tourism in Hongqi canal, the present situation of red tourism in Hongqi canal, and the problems existing in red tourism in Hongqi canal, the paper discusses the general situation of red tourism in Hongqi canal. And pointed out the current red channel red tourism marketing problems. The third part, the field investigation of Hongqi Canal scenic spot, the survey process through the way of questionnaire collection of first-hand survey data, and Hongqi channel red tourist market and tourist satisfaction analysis. The tourist market mainly adopts the descriptive analysis method, and the tourist satisfaction degree adopts the IPA analysis method based on the reliability test. Through reading a large number of documents, materials and interviews, this paper analyzes the internal strengths and weaknesses, external opportunities and challenges of red tourism in Hongqi Canal. Through the above analysis, it is clear which aspects of red tourism in Red Flag Canal have problems. The fourth part, put forward the red flag channel red tourism market should implement the marketing strategy. According to the previous analysis, combined with the current situation of red tourism development in Hongqi Canal and the resources of Red Flag Canal, this paper puts forward the marketing strategy of Red Tourism in Red Flag Canal. The fifth part, conclusion and prospect. This paper summarizes the contents and viewpoints of the full text, but the development of red tourism in Hongqi canal is not an overnight work. At last, this paper looks forward to the problems that need further study and discussion in the future. In addition, while studying red tourism in Hongqi Canal, this paper hopes to enrich the research examples in the field of red tourism, and the research methods and ideas can serve as a reference for other red tourism destinations. Further promote the development of red tourism in China.
【学位授予单位】：北京交通大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F592.7;F274

【参考文献】