基于生态位理论的旅游演艺品牌竞争力测评研究

发布时间：2018-04-14 01:32

本文选题：旅游演艺 + 生态位　；参考：《中国海洋大学》2013年硕士论文

【摘要】：中国经过改革开放三十多年的发展，在经济、文化、科技等领域都得到了迅猛发展，尤其旅游业从上世纪末的起步摸索阶段发展至今取得了令人瞩目的成就。伴随经济迅速进步的同时人们的生活水平和生活品质也在持续提高，在满足基本生存需求之后更多的开始追求精神文化生活的品质，，这体现在旅游业内就是近几年文化旅游和体验旅游迅速发展和壮大，促使旅游产业加快转型升级的脚步。旅游演艺作为文化旅游的典型代表类型同时又拥有体验旅游和休闲旅游的特点，成为旅游业发展的新趋势；旅游演艺能够满足旅游者追求文化体验的需求，是旅游市场应运而生的旅游项目，符合社会经济发展的规律，具有巨大的发展潜力。国内旅游演艺是由2004年在桂林公演的山水实景演出《印象刘三姐》形成先发带动效应，《印象刘三姐》的成功为后来各地开发具有地方文化特色的各种类型的旅游演艺项目，争相打造本土旅游演艺精品项目，丰富了旅游者在旅游目的地的旅游形式和内容，顺应了新时期旅游者的需求，为中国旅游市场注入了新生活力，改变了过去“白天看庙，晚上睡觉”的旅游形式，促进旅游经济的持续发展。本文运用生态位理论以品牌为切入点对旅游演艺活动进行分析研究，分别从品牌生态位的宽度、重叠度和状态评价三个维度，以“印象”系列的旅游演艺项目作为实证对象，对其中的六个项目进行测评，经过深入分析研究得出目前“印象”系列各个项目的品牌生态位状态，根据得出的结论分析旅游演艺品牌生态位格局，提出相应的策略和建议。文章主要分为七个部分，第一章为引言主要介绍了研究背景、研究目的和研究的意义；第二章是旅游演艺、生态位、品牌学和品牌生态位的相关研究综述；第三章是旅游演艺品牌发展的阶段状况；第四章主要分别阐述了旅游演艺品牌生态位区域和个体宽度、重叠度和状态评价的测评方法；第五章在之前的基础上将“印象”系列作为实证研究，搜集和整理相关指标数据，选用合适的品牌生态位测评方法，得出结果；第六章针对分析结果提出解决旅游演艺品牌存在问题的策略和建议；第七章是结论总结，对本文的研究成果和不足之处进行总结。本文的主要研究结论包括以下几方面：国内旅游演艺品牌发展不成熟，没有形成一套行之有效的品牌运营模式，不能形成强有力的品牌竞争力，缺乏足够的创新能力和扩张能力；旅游演艺品牌对资源的依赖性很强，生态位宽度较窄，同类型旅游演艺项目之间存在复制性，造成品牌生态位的重叠度高，阻碍了旅游演艺品牌的成长；目前，国内各类型的旅游演艺项目百花齐放，发展迅速，得到政府和社会各界越来越多的重视，尤其学术界对其研究更加的深入和成熟；本文通过研究旅游演艺品牌生态位的状态，将现阶段旅游演艺品牌发展的现状量化，有利于旅游演艺品牌化的持续发展和品牌模式的创建提供借鉴，同时可以为旅游演艺企业测量本品牌市场竞争力提供借鉴。
[Abstract]:After more than 30 years of reform and opening - up , China has been developing rapidly in the fields of economy , culture , science and technology , especially the development of tourism from the beginning of last century .
The tourist art can meet the needs of tourists ' pursuit of cultural experience , and it is the tourism project that the tourist market is born , which accords with the law of social and economic development , and has great potential for development .

The domestic tourism development is made by Liu Sanjie , a famous scenic spot in Guilin in 2004 . The success of Sister Liu is to develop various kinds of tourist art projects with local cultural characteristics in various parts of the country . The tourism form and content of tourists in the tourist destination are enriched , and the tourism forms of the tourists in the new period are enriched , and the tourism form of " temple and night sleep " in the past is changed to promote the sustainable development of the tourism economy .

This paper uses niche theory to analyze the tourism performance by taking the brand as the entry point , and evaluates the six items from three dimensions : width , overlap degree and state evaluation of the brand niche , and makes a deep analysis on the brand niche status of each item of the " Impression " series . According to the conclusion , the ecological niche pattern of tourism entertainers is analyzed , and the corresponding strategies and suggestions are put forward .

The article is divided into seven parts , the first chapter introduces the research background , the research purpose and the significance of the research .
The second chapter is a review of tourism performance , niche , brand and brand niche ;
The third chapter is the stage of the development of tourism entertainers .
The fourth chapter mainly expounds the evaluation methods of the niche region and individual width , overlap degree and state evaluation of the tourism entertainer brand , respectively .
In the fifth chapter , the " Impression " series is used as an empirical research to collect and collate relevant index data , and the appropriate brand niche evaluation method is selected to obtain the results ;
The sixth chapter puts forward the strategies and suggestions to solve the problem of tourism performance brand .
The seventh chapter summarizes the conclusion and summarizes the research achievements and shortcomings .

The main conclusions of this paper include the following aspects :

The development of domestic tourism industry brand is not mature , does not form a set of effective brand operation mode , cannot form a strong brand competitiveness , lacks enough innovation ability and expansion ability ;
Tourism entertainers have strong dependence on resources , narrow niche breadth and replication between the same type of tourism performance projects , resulting in high overlap of brand niche , which hinders the growth of tourism entertainers .
At present , all kinds of tourism performance projects in China have been expanded and developed rapidly , so as to get more and more attention from the government and the community , especially in the academic circle , the research is more thorough and mature ;
Through the study of the status of the niche of tourism entertainers , the present situation of the development of tourism entertainers is quantified , which is beneficial to the sustainable development of tourism development and the creation of brand model , and can provide reference for the tourism industry enterprises to measure the market competitiveness of the brand .

【学位授予单位】：中国海洋大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F592.6

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