日照渔家乐旅游产品的提升与转型研究

发布时间：2018-04-27 10:20

本文选题：渔家乐 + 乡村旅游　；参考：《山东大学》2012年硕士论文

【摘要】：日照的渔家乐旅游发展起步较晚,基本上在我国乡村旅游的全面发展阶段才开始进入旅游者视野。但是经过十几年的摸索和实践,以其八万余张的接待规模,日照已经发展成为全国最大的渔家乐旅游接待中心。在规模快速扩张的同时,日照的渔家乐旅游产品存在着诸多限制其可持续发展的问题：产品系列化、层次化低,内部结构不完整；产品特色不突出,品牌意识淡薄,缺乏核心竞争力；文化内涵挖掘不足,缺乏对深度文化氛围的营造；旅游规划和管理不到位,从业人员素质偏低；经营模式单一、营销力度不足等。结合日照渔家乐的发展历程、旅游资源优势分析、客源市场构成和产业形态分析可以看出,日照渔家乐旅游产品的提升和转型大有空间。在日照旅游业所面临的急剧扩张的市场规模下,日照渔家乐需配合日照市度假旅游地的新形象定位,重点推出特色阳光渔村、调整产业结构；重点发展拥有核心旅游资源的特色精品渔家乐,挖掘渔家乐旅游产品的文化内涵,深度发展日照民俗旅游文化；完善城市和渔家乐综合的基础设施,实现可持续发展；寻求新的渔家乐经营模式,重塑形象并施行新的营销组合策略。在日照渔家乐产品提升与转型的具体策略上,提出以下几点：塑造“阳光海城”品牌,转型度假旅游胜地,打造阳光渔村；丰富产品文化内涵,完善产业结构,提升渔家乐产品的质量；探索“公司+业户”的经营模式,吸引新的利益主体加入渔家乐经营；整合区域合作营销、节事营销、品牌营销等营销策略,重塑渔家乐度假地形象,进行品牌推广。在政府的政策、资金和管理体制引导和保障下,日照渔家乐在提升自身产品质量、探索新的经营模式、采取全方位的营销组合的努力下,才能在日照旅游业发展的新机遇下做大做强产业品牌,成为国内外知名的渔家乐旅游度假产业基地。
[Abstract]:The development of Rizhao's fishermen's tourism started late, and it was only at the overall stage of rural tourism in China that it began to enter the tourist's field of vision. But after more than ten years of exploration and practice, with its reception scale of more than 80,000, Rizhao has developed into the largest Fisherman's entertainment reception center in the country. At the same time of the rapid expansion of the scale, there are many problems that limit the sustainable development of Yizhao's Yujiayue tourism products: series of products, low levels, incomplete internal structure, not outstanding product characteristics, weak brand awareness, Lack of core competitiveness; lack of cultural connotation mining, lack of the depth of cultural atmosphere, tourism planning and management is not in place, the quality of practitioners is low; business model is single, marketing efforts are insufficient. Combined with the development of Rizhao Yujiayue, the advantages of tourist resources, the composition of tourist market and the industrial form, it can be seen that there is much room for the promotion and transformation of Rizhao Fishery's tourism products. Under the rapidly expanding market scale of Rizhao tourism industry, Rizhao Fishery needs to coordinate with the new image positioning of Rizhao City holiday tourist destination, focus on the introduction of characteristic Sunshine fishing Village and adjust the industrial structure. Focus on the development of the core tourism resources with the characteristics of fine fishermen music, excavate the cultural connotation of Yujiayue tourism products, develop the folk tourism culture of Rizhao in depth, perfect the integrated infrastructure of city and fishing music, and realize the sustainable development; To seek a new business model, reshape the image and implement a new marketing mix strategy. On the specific strategy of promotion and transformation of Rizhao fishermen's music products, the following points are put forward: molding "Sunshine Haicheng" brand, transforming holiday tourist resorts, building sunshine fishing villages, enriching product culture connotation, perfecting industrial structure, To improve the quality of fishermen's music products; to explore the business model of "company households", to attract new stakeholders to join in the management of Yue Jia Le; to integrate regional cooperative marketing, festival marketing, brand marketing and other marketing strategies; and to reshape the image of Yue Jia Le Resort, such as regional cooperative marketing, festival marketing, brand marketing, etc. Brand promotion. Under the guidance and guarantee of the government's policies, funds and management system, Rizhao Fishery is striving to improve the quality of its own products, explore new business models, and adopt a comprehensive marketing mix. Only under the new opportunity of the development of Rizhao tourism can we make the industry brand bigger and stronger and become a famous domestic and foreign fishing industry base.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F592.7

【参考文献】