内蒙古民族特色旅游纪念品开发研究

发布时间：2018-01-18 09:24

本文关键词：内蒙古民族特色旅游纪念品开发研究　出处：《内蒙古师范大学》2013年硕士论文　论文类型：学位论文

【摘要】：旅游业是当今世界的一大产业，改革开放以来，中国的旅游业以前所未有的速度迅猛发展，取得了辉煌的成就，旅游业在国民经济中的地位显著提高。其中，旅游纪念品收入是旅游经济收入的重要组成部分，也是旅游业发展成熟的标志。因此，旅游业界对旅游纪念品的研究也越来越重视，但针对内蒙古地区旅游纪念品的研究还较少，也不够深入，本文在对内蒙古地区旅游纪念品开发现状进行系统分析的基础上，，提出了内蒙古地区旅游纪念品开发的策略。本文对内蒙古地区旅游纪念品开发研究分为三大部分第一部分为引言和理论介绍，引言部分主要论述了本文研究背景和意义，介绍了本文所采用的研究方法；在理论介绍部分，分析了国内研究现状，并阐明本文所采用的旅游购物商品和旅游纪念品定义，为后文旅游纪念品的研究划定了范围。第二部分为内蒙古地区旅游纪念品现状分析和游客对旅游纪念品购买行为研究，其中现状部分论述了内蒙古地区旅游购物商品发展历程、旅游纪念品分类、生产厂家和景区对旅游纪念品开发现状、开发人才状况、宣传营销及相关政策法规；在购买行为研究中通过问卷调差论述了游客特征、游客收入与购买旅游纪念品花费支出分析和区内外游客对内蒙古旅游纪念品的评估，从而找出了制约旅游纪念品发展的因素。本部分所进行的旅游纪念品现状分析和游客购买行为分析为第三部SWOT分析及提出开发策略提供依据和支撑。第三部分通过对内蒙古地区旅游纪念品开发的优势、劣势、机遇和威胁进行分析，从而提出了旅游纪念品设计者一切从创意开始；以市场为导向开发旅游纪念品；优化营销渠道，提升销售业绩；加强政府引导作用，有效对接市场，面向未来实施走出去战略；加强专门人才培育，提高综合竞争力；强化消费者权益保护等开发策略。本文通过研究内蒙古地区旅游纪念品开发策略，希望为有关部门制定政策，为推动内蒙古地区旅游纪念品开发和旅游业的发展提供依据和参考，为纪念品生产企业和销售企业提供指导性意见。同时，希望本文中所总结的方法与经验对其他地区旅游纪念品的开发具有借鉴意义。
[Abstract]:Tourism is one of the major industries in the world today. Since the reform and opening up, China's tourism industry has developed at an unprecedented speed and made brilliant achievements, and the status of tourism in the national economy has improved significantly. Tourism souvenir income is an important part of tourism economic income, but also a sign of the mature development of tourism. Therefore, the tourism industry has paid more and more attention to the study of tourism souvenirs. However, the study of tourism souvenirs in Inner Mongolia is still less, and is not deep enough. This paper makes a systematic analysis of the present situation of tourism souvenirs development in Inner Mongolia. The development strategy of tourism souvenirs in Inner Mongolia is put forward. In this paper, the development of tourism souvenirs in Inner Mongolia is divided into three parts. The first part is the introduction and theoretical introduction, the introduction mainly discusses the research background and significance of this paper, and introduces the research methods adopted in this paper. In the part of theoretical introduction, this paper analyzes the current situation of domestic research, and clarifies the definition of tourist shopping commodities and tourist souvenirs adopted in this paper, which defines the scope for the later study of tourist souvenirs. The second part is the analysis of the present situation of tourism souvenirs in Inner Mongolia and the study of tourists' purchase behavior of tourist souvenirs. The present situation part discusses the development of tourism shopping commodities and the classification of tourist souvenirs in Inner Mongolia. Manufacturers and scenic spots on tourism souvenirs development status, development of talent, marketing and related policies and regulations; In the study of purchasing behavior, the paper discusses the characteristics of tourists, the income of tourists and the expenditure of purchasing souvenirs, and the evaluation of Inner Mongolia tourism souvenirs by tourists inside and outside the region. The analysis of the present situation of tourist souvenirs and the analysis of tourists' purchase behavior provide the basis and support for the third part of SWOT analysis and the development strategy. The third part analyzes the advantages, disadvantages, opportunities and threats of the development of tourism souvenirs in Inner Mongolia, and then puts forward that the designers of tourism souvenirs start with creativity. Market oriented development of tourist souvenirs; Optimize marketing channels and improve sales performance; Strengthen the guiding role of the government, effectively connect with the market, and implement the strategy of going out in the future; Strengthening the cultivation of specialized talents and improving the comprehensive competitiveness; Strengthen the protection of consumer rights and other development strategies. By studying the development strategy of tourism souvenirs in Inner Mongolia, this paper hopes to provide the basis and reference for the relevant departments to formulate policies and promote the development of tourism souvenirs and tourism in Inner Mongolia. It is hoped that the methods and experiences summarized in this paper can be used for reference in the development of tourist souvenirs in other regions.
【学位授予单位】：内蒙古师范大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F592.7

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