崂山风景区旅游商品开发研究

发布时间：2018-05-21 04:27

本文选题：旅游商品 + 商品供给　；参考：《中国海洋大学》2014年硕士论文

【摘要】：随着旅游业的快速发展,旅游产业的六要素——“吃、住、行、游、购、娱”，均得到了快速发展，但受多种因素的影响，各要素发展也不均衡，其中“购”，即旅游商品及商品市场的发展在旅游产业结构中，成为最薄弱的环节。不论是与其他五要素之一相比，还是与旅游业发展较快的国外及区域相比,国内旅游商品对旅游业发展的贡献，所起到的经济推动作用微乎其微，这成为旅游业“六驾马车”中的软肋。如何解决这一问题，有关专家和旅游业研究专业人员已经着手进行研究和探讨。崂山风景区是国家重点风景名胜区，自景区建立以来，游客量和旅游收入逐年增加，，景区旅游业整体保持平稳发展势头。但经济收入看，旅游商品在崂山景区总收入中所占分量极低，旅游商品的开发一直处于弱势，存在诸多问题,这一定程度上阻碍了崂山风景区旅游业的发展。景区管理局、旅游商品设计、生产、销售部门及景区内社区，都看到了旅游商品产业“病情”严重，开始积极探寻“治病”的良药，但是由于没有真正找到问题的瓶颈所在，致使目前崂山景区的旅游商品产业缺乏发展动力，前景不容乐观。放眼目前崂山景区的整个旅游产业，单一门票收入依赖度过重、景区发展与社区矛盾日益凸显、多元化经营经验不足等问题，迫切需要以崂山景区为核心的经济利益相关者，共同寻求发展模式，探讨建立促进景区经济发展的产业集群和产业链，在景区资源得到有效保护的前提下，实现景区经济利益收入的最大化，利益分配的合理化。因而，以旅游商品研究为切入点，对崂山风景区旅游业进行研究，可以发现，改变崂山景区单一门票经济，实现旅游产业融合发展，带动崂山景区区域经济发展，成为实现崂山风景区旅游业可持续发展目标的关键。本文介绍了研究旅游商品及旅游商品市场所需相关概念和基础性理论,实际调查了崂山风景区旅游商品现状，分析了崂山旅游商品开发和市场存在的问题，最后提出了崂山旅游商品开发的原则、商品体系、营销体系的构建及旅游商品产业链优化的策略和机制。
[Abstract]:With the rapid development of the tourism industry, the six elements of the tourism industry-"eat, live, travel, buy and entertain"-have developed rapidly, but under the influence of many factors, the development of each element has also been uneven. That is, the development of tourism commodities and commodity market has become the weakest link in the tourism industry structure. The contribution of domestic tourism commodities to tourism development is minimal, whether compared to one of the other five elements, or to foreign countries and regions where tourism is developing faster, This has become a weakness in the six carriages of tourism. How to solve this problem, relevant experts and tourism research professionals have begun to study and explore. Laoshan Scenic area is a national key scenic spot. Since the establishment of the scenic spot, the tourist volume and tourism income have increased year by year, and the tourism industry of the scenic area has maintained a steady development momentum. However, in terms of economic income, tourism commodities account for very little in the total revenue of Laoshan scenic spot, the development of tourism commodities has been in a weak position, there are many problems, which to some extent hinder the development of tourism in Laoshan scenic spot. The Scenic area Administration Bureau, the department of tourism commodity design, production, sales and the community in the scenic area have all seen the serious "illness" of the tourism commodity industry, and have started to actively explore the good medicine for "treating the disease," but because they have not really found the bottleneck of the problem, As a result, the tourism commodity industry of Laoshan Scenic spot lacks the development motive force, the prospect is not optimistic. Looking at the whole tourism industry of Laoshan Scenic spot at present, the single ticket income is too dependent, the contradiction between the development of the scenic spot and the community is increasingly prominent, and the diversified management experience is not enough, so there is an urgent need for the economic stakeholders with Laoshan scenic spot as the core. This paper explores the establishment of industrial clusters and industrial chains to promote the economic development of scenic spots. On the premise of effective protection of the resources of scenic spots, the maximization of economic benefits and the rationalization of distribution of benefits are realized. Therefore, with the research of tourism commodities as the breakthrough point, we can find out that changing the single ticket economy of Laoshan scenic spot, realizing the integration and development of tourism industry, and driving the regional economic development of Laoshan scenic spot, can be found by studying the tourism industry of Laoshan Scenic spot. It is the key to realize the sustainable development of tourism in Laoshan scenic spot. This paper introduces the relevant concepts and basic theories needed to study tourism commodities and tourism commodity markets, investigates the present situation of tourism commodities in Laoshan scenic spot, and analyzes the problems existing in the development and market of tourism commodities in Laoshan Mountain. Finally, the paper puts forward the principles of tourism commodity development in Laoshan, commodity system, marketing system and the strategy and mechanism of optimizing tourism commodity industry chain.
【学位授予单位】：中国海洋大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F592.7

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