日照山海天旅游度假区发展战略研究

发布时间：2018-06-05 07:59

本文选题：山海天旅游度假区 + SWOT分析　；参考：《西安科技大学》2014年硕士论文

【摘要】：旅游业是当今世界发展最快、势头强劲的朝阳产业，，被称为无烟工业。它具有投资少、见效快、收益高、风险小的特点，因此发展旅游业成为越来越多的城市发展地区经济的首选。随着旅游度假人数比例的不断增大，度假市场己经成为重要的旅游市场，我国旅游业已经进入观光与休闲度假并驾齐驱的阶段。为了从单一观光功能的旅游目的地转变为多功能的旅游目的地，国家在政策上一直鼓励度假旅游的发展。我国现有旅游度假区数量的2/3以上为海滨旅游度假区，滨海旅游作为旅游业的特有形式，受地理环境等因素制约，日益引起世界海洋大国的重视。本文选取了山东省最大的滨海旅游度假区-山海天旅游度假区为研究对象，在分析山海天旅游度假区发展现状的基础上，从经济利益、发展战略规划、城市品牌效应、特色定位等方面分析了山海天旅游度假区发展中存在的问题；结合旅游度假区的基本理论，运用SWOT分析方法，从自身的优势、劣势以及该旅游度假区所处的外部的机会和威胁等四个方面对山海天旅游度假区进行定位分析，认为山海天旅游度假区目前处于外部机遇内部优势的增长型战略发展领域，据此在对山海天旅游度假区发展进行总体定位、区域定位及品牌定位，并提出开发差异化旅游产品及多手段营销的战略方案，最后针对山海天旅游度假区的发展战略，从加强山海天旅游度假区的旅游管理和山海天旅游度假区的旅游资源开发两方面提出一些战略实施的具体措施。
[Abstract]:Tourism is the fastest-growing and powerful sunrise industry in the world, which is called smokeless industry. It has the characteristics of low investment, quick effect, high income and low risk. Therefore, developing tourism has become the first choice for more and more cities to develop regional economy. With the increasing of the number of tourist vacations, the holiday market has become an important tourism market, tourism in China has entered the stage of tourism and leisure vacation neck and neck. In order to change from a tourism destination with a single tourism function to a multi-purpose tourist destination, the government has been encouraging the development of holiday tourism. More than two-thirds of the existing tourist resorts in China are seaside tourist resorts. As a unique form of tourism, coastal tourism is restricted by factors such as geography and environment. This paper selects Shanhaitian tourist Resort, the largest coastal tourist resort in Shandong Province, as the research object, based on the analysis of the current situation of the development of Shanhaitian tourist Resort, and from the economic benefits. This paper analyzes the problems existing in the development of Shanhaitian tourist Resort area from the aspects of development strategy planning, urban brand effect and characteristic positioning, and combines the basic theory of tourist resort with SWOT analysis method, from its own advantages. The disadvantages and the external opportunities and threats of the tourist resort are analyzed in four aspects: the location and analysis of Shanhaitian tourist resort, and the conclusion is that Shanhaitian tourist resort is currently in the growth strategic development field with the internal advantages of external opportunities. On the basis of this, the overall positioning, regional positioning and brand positioning of Shanhaitian tourist Resort are carried out, and the strategic plan of developing differentiated tourism products and multi-means marketing is put forward. Finally, the development strategy of Shanhaitian tourist Resort is aimed at the development of Shanhaitian tourist Resort. This paper puts forward some specific measures to implement the strategy from the aspects of strengthening the tourism management of Shanhaitian tourist Resort and developing the tourist resources of Shanhaitian tourist Resort.
【学位授予单位】：西安科技大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F592.7

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