M公司对河口乡旅游开发策略的研究

发布时间：2018-03-19 11:01

  本文选题：乡镇旅游　切入点：开发策略　出处：《兰州大学》2015年硕士论文　论文类型：学位论文

【摘要】：旅游业在经济发展中的作用日益突出,已成为新的经济增长点。乡村旅游作为旅游业的重要组成部分,因其民风民俗淳朴、乡土气息浓厚、人文景观多样化、自然环境优美,受到越来越多旅游者的喜爱,这一资源类型的旅游价值和经济价值逐步显现出来。M公司因河口乡拥有古码头、清代海关、张家祠堂、明清时期古民居等系列丰富的历史文化印记,计划充分挖掘历史文化价值及建筑美学价值,进行河口古镇项目的承包开发建设。然而,河口乡旅游发展面临着起步晚、古镇同质化、规模小、古建筑保留不完整等问题,同时由于缺乏经验,在营销宣传、旅游市场管理等方面也存在不少问题,这些问题成为河口乡旅游开发的绊脚石。本文以同区域旅游竞争中弱势旅游地错位差异化发展战略理论、古镇旅游开发可持续利用理论、政府主导型旅游发展理论、战略管理相关理论等为支撑,采用文献查阅法、调查研究法、历史对比法、图表分析法、定性定量法等研究方法,运用PEST分析法对河口乡旅游开发的宏观环境进行了分析,通过对河口乡旅游开发市场分析,选择了目标市场,明确了市场定位,通过顾客分析、竞争关系分析,确定了河口乡旅游开发的目标顾客,总结了河口乡旅游开发的优势、劣势、机遇和威胁。最后提出错位差异化开发、文化要素创新开发、申报国家历史文化街区提升知名度、依托兰永快速通道合作共赢、整合营销树立品牌、保障本地居民利益以及引导政府适当参与共七项开发策略及实施保障措施。本文分析得出的河口乡旅游开发策略,不仅对原本依靠重工业拉动经济增’长的西固区产业转型发展有着非常意义,而且对进一步推动城乡一体化发展,实现经济、社会、生态综合效益起到积极作用。
[Abstract]:The role of tourism in economic development is increasingly prominent, has become a new economic growth point. As an important part of rural tourism, because of its simple folk customs, strong local flavor, landscape diversity, beautiful natural environment, more and more tourists, the tourism resource types and economic value the value of.M has gradually emerged from ancient pier, River Township customs in Qing Dynasty, Zhang ancestral temple, Ming and Qing Dynasties of ancient houses and other series of rich historical and cultural imprint, plans to fully tap the historical and cultural value and aesthetic value of the building, Hekou town project development and construction contract. However, the rural tourism development is faced with a late start, the ancient town homogeneous, small scale, ancient buildings remain incomplete, but due to lack of experience in marketing, tourism market management, there are many problems, these problems Questions become a stumbling block to estuary Township tourism development. Based on the inferior tourism with regional tourism competition difference dislocation development strategy theory of alienation, ancient town tourism sustainable development and utilization of the theory, the tourism development theory, strategic management theory as the support, adopts literatures, research method, historical comparison method, chart analysis the research method of qualitative and quantitative methods by using PEST analysis method, the macro environment of estuary rural tourism development were analyzed, through the analysis of the estuary rural tourism market development, select the target market, clear market positioning, through customer analysis, competition analysis, to determine the River Township tourism development summarized the target customers. The rural tourism development strengths, weaknesses, opportunities and threats. Finally puts forward the difference of development, innovation and development of cultural factors, national historical and cultural blocks to enhance the visibility ,渚濇墭鍏版案蹇�椋�

本文编号：1633973