南京市拓展旅游市场开发研究

发布时间：2018-07-01 14:43

本文选题：拓展旅游 + 旅游市场开发　；参考：《东南大学》2016年硕士论文

【摘要】：拓展旅游是指团体旅游者在进行传统旅游活动的过程中能够以全体成员为基础经“教练”指导,更多地参与体验,进而使个人及整个团体在心理上获得一定成长的旅游活动。它既具备旅游的本质特征,即愉悦性、异地性及暂时性,又具有拓展训练的特征,包括功能性、团体性及经“教练”指导后的强体验性,作为一种新兴的旅游形式近些年受到了广泛关注和迅猛发展。拓展旅游可以分成动态拓展旅游和静态拓展旅游。动态拓展旅游主要在拓展训练的基础上发展而成,与静态拓展旅游相比,进行此项活动需要旅游者进行大量的身体运动,整体氛围更倾向于热闹、活跃。动态拓展旅游又可以分成“以拓展训练为主,传统旅游活动为辅”和“以传统旅游活动为主,拓展训练为辅”两种形式。目前南京市的动态拓展旅游活动主要以拓展训练为主,传统旅游为辅,静态拓展旅游以禅修活动为主要内容。南京市的拓展旅游市场可细分成动态拓展旅游市场和静态拓展旅游市场,其中动态拓展旅游市场又可以分为职业人市场、学生市场和亲子市场,而以职业人市场和学生市场为主要市场；静态拓展旅游市场受年龄、地域范围影响小,整体范围十分广阔。从南京市拓展旅游的供需分析来看,项目的大众性和需求的特殊性之间存在矛盾,不同性别、专业、性格,及身处不同企业文化的旅游者所需要的项目是不同的；场地的单一性和需求的丰富性之间存在矛盾,旅游者期望再次活动时能在不同的场地进行,期望场地周围的旅游环境和场地的设施能更加丰富；经营者宣传产品和旅游者接收信息之间存在矛盾,宣传主体单一导致接收方存在误解,双方的信息渠道不同导致信息错漏,宣传的信息与需求的信息存在错位问题。针对上述矛盾可以从开发策略和保障措施两方面来解决,开发策略包括对产品进行针对性的再加工,加强拓展旅游与其它旅游形式之间的整合,加强其创新程度；对价格进行精细化,针对不同的对象、时间段采取差别定价策略；拓展旅游经营者要开拓各种渠道,加强与旅行社、学校、企业和网络经营商的合作；并且需要丰富促销方式,增加广告、推广。保障措施包括加大政府支持,加强相关工作人员的培训与考核,加强社会大众对拓展旅游的支持与信任。
[Abstract]:Expanding tourism refers to the tourism activities in which group tourists can take the guidance of "coaches" as the basis of all members in the process of carrying out traditional tourism activities, and participate in more experiences so that individuals and the whole group can gain a certain degree of psychological growth in tourism activities. It not only has the essential characteristics of tourism, that is, pleasure, heterogeneity and transitory, but also has the characteristics of expanding training, including functionality, group and strong experience under the guidance of "coach". As a new form of tourism, it has received extensive attention and rapid development in recent years. Development tourism can be divided into dynamic expansion tourism and static expansion tourism. Dynamic expansion tourism is mainly developed on the basis of expansion training. Compared with static development tourism, the activity requires a lot of physical exercise of tourists, and the overall atmosphere is more lively and active. Dynamic development tourism can be divided into two forms: "to expand training mainly, traditional tourism activities to supplement" and "traditional tourism activities to expand training auxiliary" two forms. At present, the dynamic expansion of tourism activities in Nanjing is mainly based on expansion training, supplemented by traditional tourism, and static expansion tourism is mainly composed of meditation activities. Nanjing's expanding tourism market can be subdivided into dynamic tourism market and static tourism market, in which the dynamic expansion of tourism market can be divided into professional market, student market and parent-child market. The main market is the professional market and the student market; the static expansion of the tourism market is influenced by age, the regional scope is small, and the overall scope is very broad. From the analysis of the supply and demand of tourism in Nanjing, there is a contradiction between the popularity of the project and the particularity of the demand. Different gender, specialty, personality, and tourists in different corporate culture need different projects; There is a contradiction between the uniqueness of the venue and the richness of the demand. Tourists expect to be able to carry out the activities again in different venues, and expect the tourism environment and facilities around the venue to be more abundant. There are contradictions between the operator's propaganda products and tourists' receiving information, the single subject of propaganda leads to misunderstanding of the receiver, the difference of the information channels between the two sides leads to the mismatch of the information, and the mismatch between the propagandized information and the information needed. The above contradiction can be solved from the two aspects of development strategy and safeguard measure. The development strategy includes reprocessing the product, strengthening the integration between tourism and other forms of tourism, and strengthening the degree of innovation. The price should be refined, and different pricing strategies should be adopted for different objects and time periods; tourism operators should open up various channels and strengthen cooperation with travel agencies, schools, enterprises and network operators; and they needed rich promotion methods. Increase advertising and promotion. Security measures include increasing government support, strengthening the training and assessment of relevant staff, and strengthening public support and trust in tourism development.
【学位授予单位】：东南大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F592.7

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