海南房车旅游市场开发研究

发布时间：2018-01-09 22:21

本文关键词：海南房车旅游市场开发研究　出处：《海南大学》2013年硕士论文　论文类型：学位论文

【摘要】：国外房车旅游的发展历程证明房车旅游是一个有着巨大市场影响和发展潜力的产业。房车旅游上世纪90年代末开始在中国出现,近几年,发展迅猛,每逢节假日,驾驶房车外出旅游的人越来越多,房车旅游在国内正形成一股新的时尚旅游潮流。海南因得天独厚的丰富旅游资源,在建设国际旅游岛的背景之下,更是倍受房车旅游爱好者的青睐,但由于海南省房车营地建设及相关配套服务设施落后,在一定程度上阻碍了房车旅游的发展。鉴于海南房车旅游的发展现状,以“海南房车旅游市场开发研究”为命题。论文试图解决三个方面的问题：海南房车旅游市场概况分析、海南房车旅游的市场定位问题、采用何种策略才能有效促进海南房车旅游的市场开发?基于上述三个问题,本文的主要研究内容围绕着海南房车旅游市场调查、海南房车旅游的市场定位和海南房车旅游市场开发策略三个方面展开。针对研究问题,论文得出三个方面的研究结论：第一,在454名被调查者中有319人“愿意尝试房车旅游”,同时有高达62.9%的旅游者认为海南是自己心目中最理想的房车旅游目的地,因此可初步预测海南房车旅游有着巨大的发展潜力。第二,在明确定位依据的前提下,确定海南房车旅游的产品定位为基于环境的休闲度假旅游产品综合体；同时根据海南建设国际旅游岛的目标和市场调查结果对海南房车旅游进行目标市场定位和竞争定位。第三,在旅游系统理论及市场营销组合理论的指导下,从环境策略、产品策略、通达性策略和营销策略四个方面提出海南房车旅游市场开发策略。本文的创新之处主要有以下两点：首先是研究内容,以房车旅游为研究对象,研究内容新颖。目前国内学术界对房车旅游的关注较少,尤其是针对房车旅游市场开发的研究更是屈指可数。本研究以海南房车旅游为研究对象,以海南房车旅游市场开发为研究命题,丰富了国内旅游研究的内容。其次,实用性强。海南国际旅游岛建设正在一步步向前推进,但要把海南打造成永续性的可持续发展的国际旅游岛,就一定要高瞻远瞩。房车旅游市场前景广阔,海南一定要抢占先机,尽早着手把自己打造成国内乃至国际知名的房车旅游目的地。论文切切实实地解决了海南房车旅游市场开发中的市场定位和开发策略问题,具有较强的实用性和可操作性。
[Abstract]:The development course of the foreign car travel that RV travel is a huge market and development potential of the industry. The caravan tour starts at the end of 90s in China, in recent years, the rapid development, during the holidays, more and more people driving a car travel, car travel is the formation of a new fashion trend of tourism in the domestic. Because Hainan is rich in tourism resources in the richly endowed by nature, under the background of the construction of international tourism island, is much more RV travel enthusiasts of all ages, but because the service and related supporting facilities construction in Hainan province campsites backward, to some extent hindered the development of car travel.
In view of the development status quo of Hainan car travel, in order to study the development of Hainan tourism market for RV proposition. This paper tries to solve three problems: the analysis of RV tourism market in Hainan, the problems of the market positioning of Hainan car travel, use what kind of strategy can effectively promote the development of Hainan tourism market into the car? Based on the above three issues. The main content of this paper around the Hainan RV tourism market survey, the three aspects of market positioning of Hainan car travel and Hainan RV tourism market development strategies.
According to the research, the thesis concludes three aspects: first, the 454 people surveyed 319 people willing to try RV travel ", while up to 62.9% of the tourists think that Hainan is the most ideal RV tourism destination in their own minds, so the preliminary forecast Hainan tourism has a car the huge development potential. In second, according to the premise of clear positioning, determine the product positioning of Hainan car travel for leisure tourism products based on complex environment; at the same time according to the target market positioning and competitive positioning of Hainan RV tourism in Hainan international tourism island construction target and market survey results. Third, in theory and market tourism marketing system under the guidance of the theory, from the environmental strategy, product strategy, proposed the Hainan RV tourism market development strategies of the four aspects of accessibility and marketing strategies.
The main innovations of this article are as follows: first is the research content, the RV travel as the research object, research content of the novel. At present domestic academic circles to RV travel less attention, especially for the study of RV tourism market development is one of the few. The research on Hainan tourism car as the research object, with the development of RV tourism market Hainan as the research proposition, enrich the domestic tourism research content. Secondly, strong practicability. The construction of Hainan international tourism island is a step forward, but to build Hainan into the sustainable development of sustainability of international tourism island, we must. RV travel market prospects look far ahead from a high plane, Hainan must seize the opportunity, as soon as possible to put yourself into the domestic and international well-known tourist destination. The car actually solved the Hainan tourism market development in the car market The problem of positioning and developing strategy has strong practicability and maneuverability.

【学位授予单位】：海南大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F592.7

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