旅游房地产定位影响因素研究

发布时间：2018-01-08 07:28

本文关键词：旅游房地产定位影响因素研究　出处：《东北财经大学》2012年硕士论文　论文类型：学位论文

【摘要】：近年来国内旅游经济一直保持高速发展的态势,游客规模不断扩大、旅游产业经营收入持续增长、旅游消费形式越来越多样化。直观地看来,在“量”的层次上,旅游市场的增长显而易见,并且增长趋势十分强劲。除了表象上“量”的增长,当前旅游市场的发展更蕴藏着“质”的提升,而最能够体现其“质变”内容的,就是旅游消费的模式转变,即由传统形式的以景点观赏为唯一目的的单一性观光旅游向以时间消费、休闲消费与度假居住相结合的休闲度假旅游模式的转变。在这种新型旅游模式中,人们所需要的已经不仅是观赏旅游景点的风光,更强调的是旅游服务的质量与在旅游全过程中所感受到的舒适程度,尤其是在远离城市的风景区短期或定期居住。这种消费模式的变化,使当前以营造新型旅游消费空间为目的的旅游房产如火如荼的发展了起来。作为一种能够实现自然资源、社会资源、经济与生态等因素可持续发展的创新模式,旅游房地产已经渐渐发展成了新的投资热点。旅游房地产的健康发展能够对旅游业由规模经济向系统经济发展模式的转变产生十分积极的推动作用,同时对促进房地产业和旅游业的进一步相互融合、实现良性互动发展也具有非常重要的意义。它的兴起还能够在不同程度上带动交通、土木、环境、金融等行业的发展。现阶段国内堪称旅游房地产开发典范的项目包括海南的博鳌,深圳的华侨城、观澜湖,杭州的宋城等,这些项目均通过旅游资源与地产的成功嫁接使项目价值实现最大化。其后的跟风者常以大投入、大规模复制这些模式,却往往以夭折或失败而告终。究其原因,旅游房地产并非简单的将旅游与地产相加,作为一种特殊的商品,它有自己的供求规律与市场平衡点。旅游房地产产品需要在旅游与地产相互充分融合的基础上,寻找到自己的核心驱动因素,根据对现有市场的详细分析,寻找到本项目所面对的细分市场,确定由哪一类消费者来购买,这类消费者又有什么样的需求。只有在前期定位阶段明确自身的核心利益点,根据竞争状况,抓住消费者的述求来策划,才能够从最大程度上保证项目未来的成功。本文在对旅游房地产前期定位的各种理论进行详细梳理之后,明确了旅游房地产与房地产前期定位的相关概念,确定了房地产前期定位的重要作用；之后对旅游房地产的类型进行了详细的分类,将其分为旅游景区地产、旅游住宅地产、旅游度假地产以及旅游商务地产,并针对旅游度假地产的特征进行了较为深入的研究分析；在以上的理论基础上,确定了旅游房地产前期定位过程中所必须考虑到的各种影响因素,包括宏观市场环境影响因素、地产项目本体定位影响因素以及盈利模式与发展战略影响因素等三方面影响因素,并对每一方面的影响因素进行了更进一步的细分；在细分基础之上,确定出各影响因素指标；在这之后,利用德尔菲法,通过与相关专家进行深入访谈,汇集整理各指标评分结果,之后运用层次分析,将定性分析与定量分析相结合,确定出对旅游房地产定位产生重要影响的各主要影响因素指标,包括政治环境、经济环境、社会文化环境、市场竞争环境、区域条件、旅游资源条件、土地条件以及开发企业自身实力等指标,并对这些指标进行重要性排序,确定每一个指标在旅游房地产定位的影响权重,在这基础之上,对每一项指标进行进一步的详细分析,确定对各个主要影响因素指标起到重要影响作用的下一级影响因素指标；并通过对现阶段已经获得成功的金海湾项目进行前期定位影响因素分析,确定本指标体系分析研究结果确实可以在实践过程中指引项目获得成功。在论文最后,通过对问题的分析和总结,明确了本轮的主要研究成果,期望对未来的旅游房地产项目的市场定位提供参考和思考路径。
[Abstract]:In recent years, the domestic tourism economy has maintained rapid development momentum, expanding the scale of business income of tourists, the tourism industry continues to grow, more diverse forms of tourism consumption. It seems intuitively, in the "quantity" level, the tourism market growth obviously, and the trend is very strong. In addition to the appearance of "quantity" of growth the current development of the tourism market has more quality, and can reflect the content of the "qualitative change", is the tourism consumption patterns change from traditional form to single sightseeing spots to watch for the sole purpose of time to change consumption, leisure consumption and holiday living combination of leisure tourism model. In this new mode of travel, people need is not only the ornamental tourist attractions of the scenery, more emphasis on the quality of tourism services and tourism in the whole Comfortable feeling in the process, especially in the short term away from the city's scenic area or regular residence. This change in consumption patterns, the current model of tourism consumption in order to create a space for the purpose of tourism real estate development like a raging fire up. As a kind of natural resources to achieve social, economic and ecological resources, innovation mode the factors such as the sustainable development of the tourism real estate development has gradually become the new hot spot for investment. The healthy development of the tourism real estate to tourism industry is changed from scale economy to system model of economic development has a very positive role in promoting, but also to promote the real estate industry and the tourism industry to further integration, but also has a very important the significance of realizing the benign interaction development. It also can rise in varying degrees to drive traffic, civil, environmental, financial and other industries.
At this stage of the domestic tourism real estate development model is the project including Hainan Boao, Shenzhen overseas Chinese town, Mission Hills, Hangzhou and Songcheng, these projects through the successful grafting of tourism resources and real estate projects to achieve maximum value. Then the follower with a large investment, large-scale replication of these patterns, but often to die or fail. The reason of tourism real estate is not a simple sum of the tourism and real estate, as a special commodity, it is the law of supply and demand and market their own balance. Tourism real estate products need mutual full integration in tourism and real estate, find their own core driver the factors, according to the detailed analysis of the existing market, to find the project faced by market segments, which is determined by the type of consumers to purchase, the consumer has what demand. Only in the pre positioning In order to ensure the future success of the project to the maximum extent, the core interests of the project are clearly defined.
After this paper combs in the theories of tourism real estate preliminary positioning, defines the related concept of tourism real estate and real estate preliminary positioning, determine the important role of the real estate preliminary positioning; after the tourism real estate types detailed classification, divided into the tourism real estate, tourism residential real estate tourist resort real estate, tourism and real estate business, and according to the characteristics of tourism resort real estate has a more in-depth analysis; based on the above theory, the various factors must be taken into account to the need of tourism real estate pre positioning process, including the factors of macro market environment, three aspects of body positioning effect of real estate projects the factors and profit mode and development strategy of the influence factors and other factors, and the influence factors of each aspect are further subdivided in subdivision; On the basis of index is determined by various factors; after that, using the Delphi method, through in-depth interviews with relevant experts, collection of each index score results, after using AHP, the qualitative analysis and quantitative analysis, determine the index of the main influencing factors of tourism real estate positioning influence, including political environment, economic environment, social cultural environment, market competition environment, regional conditions, tourism resources, land conditions and the development of the enterprise itself and other indicators, and these indicators to determine the impact of ranking, in the tourism real estate positioning of each index. On this basis, detailed further analysis of each index, to determine the main influencing factors of each index to index under the influence of a influential factor; and through to the present stage has been Analysis of pre positioning factors were successfully the Golden Bay project, determine the index system analysis results can guide in practice in the process of project success. At the end of this paper, through the analysis and summary of the research results, the main current, provide the reference and thinking path for market positioning expectations for the future of tourism real real estate projects.

【学位授予单位】：东北财经大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F293.3;F592

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