基于RMP理论视角的海南度假旅游产品开发研究

发布时间：2018-01-09 02:32

本文关键词：基于RMP理论视角的海南度假旅游产品开发研究　出处：《海南大学》2015年硕士论文　论文类型：学位论文

【摘要】：国内度假旅游的兴起给旅游业发展明确了新的方向,海南具备度假旅游发展的优越条件,着力开发度假旅游产品,打造国际性度假旅游海岛是海南旅游业发展的应有之义。如何充分利用各种资源开发出迎合市场需求的度假旅游产品,将资源优势和市场需求以产品为媒介进行很好对接和整合成为度假旅游产品开发的当务之急。本文将RMP (Resource资源—Market市场—Product产品)理论引入度假旅游产品开发研究中,并在旅游需求供给理论的指导下,通过文献研究法、社会调查及问卷调查,对海南度假旅游产品开发进行了R性分析(资源评价及产品转化)、M性分析(市场特征及市场细分)及P性分析(区位、政策及社会文化环境),最终提出海南度假旅游产品开发思路及相关策略。具体研究结果表明： (1)R性分析：海南具有丰富的优质度假旅游资源,且资源向产品的转化能力较强; (2)M性分析：海南度假旅游市场可以年龄为标准进行市场细分,各细分市场具有明显的群体特征； (3)P性分析：海南度假旅游产品开发具有优越的区位条件、政策及社会经济环境。 (4)根据RMP分析,认为海南度假旅游产品开发应以“国际、生态、主题”为开发理念、以不同主题为开发线索,根据产品价值层次进行产品开发,构建网型度假旅游产品格局。在此基础上,提出了海南度假旅游产品开发的市场策略、产品策略及营销策略等三类开发策略。
[Abstract]:The rise of domestic holiday tourism has made clear the new direction for the development of tourism industry . Hainan has the advantages of vacation tourism development , the development of holiday tourism products , the creation of international holiday tourism island is due to the development of the tourism industry in Hainan . In this paper , the RMP ( Resource Resource - Market - Product ) theory is introduced into the research of holiday tourism product development , and under the guidance of the theory of tourism demand supply , R - sex analysis ( resource evaluation and product transformation ) , M - sex analysis ( market characteristics and market subdivision ) and P - sex analysis ( location , policy and social culture environment ) are carried out on the development of vacation tourism in Hainan . The results show that : ( 1 ) R - sex analysis : Hainan has abundant high - quality vacation tour resources , and the transformation ability of resources to products is strong ; ( 2 ) M analysis : Hainan vacation tourism market can be divided into market segments according to age , and each segment has obvious group characteristics ; ( 3 ) P analysis : Hainan vacation tourism product development has superior location condition , policy and socio - economic environment . ( 4 ) According to the RMP analysis , it is believed that Hainan vacation tourism product development should be based on " international , ecology and theme " , and the development of product development based on the product value hierarchy and the construction of network - based holiday tourism product pattern . Based on this , three types of development strategies , such as market strategy , product strategy and marketing strategy of Hainan holiday tourism product development , are put forward .

【学位授予单位】：海南大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F592.7

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