基于生态位理论的红河州旅游产业品牌提升研究

发布时间：2018-10-26 11:56

【摘要】：旅游产业发展是一个地区经济发展的晴雨表。大力发展旅游产业,不断提升旅游产业品牌的竞争力和影响力,是地方政府区域经济管理中的重要工作。本文在分析国内外关于生态位和品牌等理论的研究现状的基础上,评述了生态位宽度、共生、特化、重叠等理论及旅游生态位理论选择策略的理论意义和不足,并对这些理论进行拓展,用于分析红河州旅游产业品牌生态位现状。具体讲,首先,从红河州大量旅游景区景点中抽象出红河州旅游产业品牌的DNA、关键因子,并对其进行分析研究;其次运用品牌理论分析红河州旅游产业发展形势、产业前景和挑战,并在此基础上,梳理了红河州旅游产业品牌提升的思路和方向;最后,运用旅游生态位理论分析工具,全面分析红河州旅游产业6个基本要素。经过研究得出如下结论:(1)提出红河州旅游产业以“云上梯田·梦想红河”旅游母品牌发展为统领,多子品牌共同发展模式,实施“核心子品牌示范带动、子品牌多元特化”的发展策略,不断强化各子品牌生态位共生功能。(2)提出了品牌生态系统的多样性的品牌提升发展体系,并在此基础上,构建了红河州旅游产业品牌生态位架构,即一核、一心、四带、五片区的子品牌生态位布局。(3)揭示了红河州旅游产业品牌提升的7个重要载体,即:旅游餐饮、住宿、旅行社、旅游娱乐、旅游购物、景区景点和旅游交通。并依据品牌提升选择策略方法,得出了红河州旅游产业品牌提升的五大路径,即:实施全域旅游发展战略、加快旅游基础设施建设、加快旅游融合发展步伐、提高消费者消费认知体验和加大旅游营销力度五条路径,并对实施措施提出了具体建议。
[Abstract]:Tourism industry development is a barometer of regional economic development. It is an important task for local governments to develop tourism industry and improve the competitiveness and influence of tourism industry brands. On the basis of analyzing the current situation of research on niche and brand at home and abroad, this paper reviews the theoretical significance and deficiency of niche width, symbiosis, specialization, overlap and tourism niche theory. These theories are extended to analyze the status of brand niche in Honghe Prefecture. Specifically speaking, first of all, from a large number of scenic spots in Honghe Prefecture, abstract the key factors of DNA, of Honghe tourism industry brand, and analyze and study them. Secondly, using brand theory to analyze the development situation, industry prospects and challenges of tourism industry in Honghe Prefecture, and on this basis, combing the ideas and direction of brand promotion of tourism industry in Honghe Prefecture; Finally, six basic factors of tourism industry in Honghe Prefecture are analyzed by using the tool of tourism niche theory. The main conclusions are as follows: (1) it is proposed that the tourism industry of Honghe Prefecture should take the development of the tourism mother brand as the leading factor, the common development model of multi-sub-brands, and the implementation of the "core sub-brand demonstration drive". The development strategy of sub-brand diversification is to strengthen the function of sub-brand niche symbiosis. (2) the brand promotion and development system of brand ecosystem diversity is put forward, and on this basis, This paper constructs the niche structure of the tourism industry brand in Honghe Prefecture, that is, the sub-brand niche layout of one core, one heart, four belts and five districts. (3) it reveals seven important carriers of the brand promotion in the tourism industry of Honghe Prefecture, that is, tourism catering, accommodation, and so on. Travel agencies, tourism entertainment, tourist shopping, scenic spots and tourist transportation. And according to the strategy method of brand upgrading, the paper draws five paths of brand promotion of Honghe tourism industry, that is, implementing the strategy of tourism development in the whole region, speeding up the construction of tourism infrastructure, and speeding up the pace of tourism integration development. There are five ways to improve consumer's consumption cognition experience and strengthen tourism marketing, and some concrete suggestions are put forward to implement the measures.
【学位授予单位】：云南师范大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F592.7

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