邦腊掌温泉文化品牌开发

发布时间：2018-01-11 15:19

本文关键词：邦腊掌温泉文化品牌开发　出处：《云南艺术学院》2012年硕士论文　论文类型：学位论文

【摘要】：云南温泉众多，地缘广袤，这是国内其它地方不具备的天然条件。十几年来，云南的温泉投资热潮不断，就云南省目前的温泉休闲产业而言，既有老式的温泉疗养院，也有新近开发的温泉度假村。据最近一份调查显示，云南省大小温泉项目60多个，门票从50元到300元不等，满足了游客多元化的消费需求。其中比较有名的是腾冲火山热海温泉、大理地热国温泉、柏联SPA度假村等等。天然温泉、黄龙玉、滇西抗战历史遗址，是云南省保山市龙陵县政府近年开发的三大旅游资源。邦腊掌温泉度假区，是县政府未来五年发展规划中的龙头项目和投资重点。邦腊掌趁着当前旅游转型升级的市场契机，重镇旗鼓，以其特有的温泉品质作为吸引力和核心竞争力，，决定重新打造温泉旅游发展，建设成为世界品牌的国际颐养中心。这一品牌战略，引申出以下问题：1、和早已遍布各地的知名温泉相比，什么才是邦腊掌温泉真正的资源优势？2、作为战略品牌的邦腊掌温泉有没有自己专业水准的管理模式？3、如何处理保护与开发的关系？4、从资源优势到竞争优势，文化创意是关键，机制创新是核心，作为旅游精品项目的邦腊掌温泉，有没有自己的前瞻性判断和战略性策划？探讨这些问题的意义和价值，才能触及邦腊掌温泉品牌的实质。
[Abstract]:Yunnan numerous hot springs, geopolitical vast, this is the natural condition of other parts of China do not have. Ten years, Yunnan hot spring investment boom continued, the hot spring leisure industry in Yunnan Province, both the old spa, there are newly developed hot springs resort. According to a recent survey, Yunnan province the size of hot springs project more than 60, tickets ranging from 50 yuan to 300 yuan, to meet the tourists diversified consumer demand. One of the more famous is the Tengchong volcano hot spring spa, Dali Direguo Hote
Hot springs, Bailian SPA Resort and so on. Natural hot springs, huanglongyu, western war historical sites, is the three largest tourism resources development of Baoshan city government in Longling County of Yunnan Province in recent years. The Banglazhang hot spring resort, is the county government in the next five years in development planning leading projects and investment focus. Banglazhang while upgrading the market opportunity, the transformation of tourism industry forward, with its unique quality of the hot springs as attractive and core competitiveness, decided to re create the hot spring tourism development, construction has become a world brand international maintenance center. The brand strategy, extended to the following questions: 1, compared with the already famous hot springs all over the world, what is the state the Wax Palm Spa real resource advantage? 2, as a strategic brand Banglazhang hot springs have its own professional management mode? 3, how to deal with the relationship between protection and development? 4, from resource advantage to competitive advantage, Culture and creativity is the key. Mechanism innovation is the core. As a good tourist product, bang La palm hot spring has its own forward-looking judgement and strategic planning. To explore the significance and value of these problems, we can touch the essence of the brand of bang La palm hot spring.

【学位授予单位】：云南艺术学院
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F592.7

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