甘肃文化旅游产业发展的营销管理研究

发布时间：2018-03-30 06:34

本文选题：甘肃省　切入点：文化旅游产业　出处：《甘肃政法学院》2015年硕士论文

【摘要】：随着经济的发展和人民生活水平的提高,人们的需求层次不断提高,人们追求更高的精神层面的满足。旅游日益成为人们追求精神层面满足的选择之一,促进了旅游业的发展。同时,游客的旅游需求随着人们精神层面的需求的不断提高,使得游客对旅游过程当中的文化体验和审美体验变得越来越重视。游客在旅游时,游客对旅游景点的文化内涵的关注程度越发加强。文化旅游以其深厚内涵、多样的形式越来越受到游客的青睐。文化旅游产业作为当今社会最具潜力的新兴产业,具有投资规模小、见效时间快、生态环境污染小等优势。甘肃省位于我国西北地区,文化旅游资源的数量众多且种类繁多,是我国文化旅游资源的密集地之一。甘肃省的文化旅游资源在一定程度上能够满足旅游爱好者对异质文化类型、异质地区的好奇、向往等心理需求,具有相当大的开发价值,能够成为推动甘肃省经济发展的支柱产业。甘肃省虽然是一个文化旅游资源大省,但是由于经济发展水平的落后,导致甘肃省在对其文化旅游资源的开发过程当中的营销观念落后,对文化资源的开发力度不够,营销手段单一等,制约甘肃省文化旅游产业的发展。甘肃省的文化旅游产业不管从规模上还是从层次上来看,与我国中东部的文化旅游大省存在一定的差距。因此,如何提高甘肃省文化旅游产业的竞争力,提高其文化旅游资源的开发和宣传,对于甘肃省的经济发展起着至关重要的作用。本文以营销管理理论为基本研究理论,从管理学、旅游经济学、社会学等角度分析甘肃省文化旅游产业发展的营销现状以及发展过程当中存在的营销问题。在此基础上,根据甘肃省文化旅游的实际情况,从产品、价格、渠道、促销策略等方面制定甘肃省发展文化旅游产业的营销策略。本文对甘肃省文化旅游营销的研究,具有一定的参考价值,在促进甘肃省高效开发文化旅游资源提高经济效益的同时,对我国其他省份的文化旅游产业的营销策略研究也有一定的借鉴指导意义。在这样一个旅游业快速发展的大背景下,甘肃省应该充分利用其具有的文化旅资源,大力发展文化旅游产业,促进甘肃省的经济结构的调整和经济的可持续发展。
[Abstract]:With the development of economy and the improvement of people's living standard, the level of people's needs is increasing, and people's pursuit of higher spiritual satisfaction. Tourism has become one of the choices of people's pursuit of spiritual satisfaction. At the same time, with the increasing of people's spiritual demand, tourists pay more and more attention to the cultural experience and aesthetic experience in the process of tourism. Tourists pay more and more attention to the cultural connotation of tourist attractions. Cultural tourism is more and more popular with tourists for its profound connotation and various forms. Cultural tourism industry is the most potential emerging industry in the society. Gansu Province is located in the northwest of China, and the number and variety of cultural tourism resources are numerous and varied. The cultural tourism resources of Gansu Province can meet the psychological needs of tourism enthusiasts on heterogeneous cultural types, heterogeneous regions, yearning and other psychological needs to a certain extent, so it is of great value to develop the cultural tourism resources in Gansu Province, which is one of the most intensive places of cultural tourism resources in China. It can become a pillar industry to promote economic development in Gansu Province. Although Gansu Province is a large province of cultural tourism resources, but because of the backward level of economic development, As a result, Gansu Province has lagged behind in the marketing concept in the process of developing its cultural tourism resources, the development of cultural resources is not strong enough, the marketing means are single, and so on. It restricts the development of cultural tourism industry in Gansu Province. The cultural tourism industry in Gansu Province has a certain gap with the cultural tourism province in the central and eastern part of China in terms of both scale and level. How to improve the competitiveness of the cultural tourism industry in Gansu Province and how to improve the development and propaganda of its cultural tourism resources play an important role in the economic development of Gansu Province. From the angles of tourism economics and sociology, this paper analyzes the present marketing situation and marketing problems in the development of cultural tourism industry in Gansu Province. On this basis, according to the actual situation of cultural tourism in Gansu Province, from the perspective of products, prices and channels, The marketing strategy of cultural tourism industry in Gansu Province is formulated in the aspects of promotion strategy, etc. This paper has some reference value for the study of cultural tourism marketing in Gansu Province. While promoting the efficient development of cultural tourism resources in Gansu Province and increasing economic benefits, the research on marketing strategies of cultural tourism industry in other provinces of China also has certain reference and guiding significance. Under such a background of rapid development of tourism industry, Gansu Province should make full use of its cultural tourism resources, vigorously develop cultural tourism industry, and promote the economic structure adjustment and sustainable development of Gansu Province.
【学位授予单位】：甘肃政法学院
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F592.6

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