扬州市邗江区旅游业发展战略研究

发布时间：2018-05-26 06:16

本文选题：旅游业 + 发展战略　；参考：《扬州大学》2013年硕士论文

【摘要】：旅游业是全球第一大产业,发达国家旅游业增加值占本国GDP比重一般都在10%以上,旅游业越来越成为经济增长的新引擎。当前我国旅游业发展前景广阔,已经进入了大众化、产业化发展的新阶段,既处于新一轮黄金发展期,又处于转变发展方式的关键时期。2009年国务院41号文件《关于加快发展旅游业的意见》出台后,20多个省(市、区)提出把旅游业作为支柱产业、服务业龙头产业来发展,我国旅游业进入了竞相加速发展的重要历史时期。扬州邗江区历史文化悠久,具有一定发展的旅游资源和产业基础,在“十二五”规划中也把旅游业作为现代服务业发展的重要方向,给予了足够的支持和重视。但受制于体制、投入、运作模式等多方面因素影响,仍然存在旅游规模不大、旅游氛围不浓等问题。本文从政府公共管理、产业经济学的角度出发,结合旅游生命地周期理论、竞争力等理论,对邗江旅游业发展的路径和对策进行了深入研究。本文首先对国内外战略管理、旅游产业发展研究成果、主要理论进行了回顾。随后利用客源市场分析工具对邗江旅游市场的特点和现状进行综合分析,同时介绍了常州武进、泰州姜堰溱湖旅游业发展成效和具体举措。本文采用SWOT分析工具研究了邗江旅游发展的内部优势劣势、外部机遇挑战,并提出了要应采取优势——挑战(ST)战略的看法。在基础上对旅游发展的战略定位、战略原则、战略重点以及政府推动旅游产业的措施和办法进行了研究。本文的初步结论：要按照邗江旅游正处于快速发展期的战略定位,以实施人文历史战略、围绕扬州战略、长江运河战略为具体战略,大力发展文化体验、都市娱乐、乡村休闲三大产业。按照“政府主导,规划先行,项目带动,共同发展”的原则,重点围绕文化旅游、乡村旅游两大主题,开发好瓜洲、沿湖两大旅游集聚区,同时通过加大政策扶持力度、优化旅游产品和产业结构、整合旅游消费要素、开展精准营销等措施,实现旅游产业的快速稳定发展。
[Abstract]:Tourism is the largest industry in the world. The proportion of tourism value added in developed countries is generally more than 10% of GDP. Tourism is becoming a new engine of economic growth. At present, China's tourism industry has broad prospects for development and has entered a new stage of popular and industrialized development, which is now in a new golden development period. In 2009, the State Council document 41, "opinions on speeding up the Development of Tourism", came into being, and more than 20 provinces (municipalities and districts) proposed to develop tourism as a pillar industry and as a leading industry in the service industry after the publication of the document "opinions on speeding up the Development of Tourism" in 2009. China's tourism industry has entered an important historical period of competitive and accelerating development. Hanjiang District of Yangzhou has a long history and culture, and has a certain development of tourism resources and industrial basis. In the 12th Five-Year Plan, tourism is also regarded as an important direction of the development of modern service industry, which has been given sufficient support and attention. However, limited by the system, investment, operation mode and other factors, there are still some problems such as the small scale of tourism and the lack of tourism atmosphere. From the point of view of government public management and industrial economics, combined with the theory of tourism life cycle and competitiveness, this paper makes an in-depth study on the path and countermeasures of tourism development in Hanjiang. In this paper, the domestic and foreign strategic management, tourism industry development research results, the main theories are reviewed. Then the characteristics and present situation of Hanjiang tourist market are analyzed by using the tourist market analysis tools, and the development results and concrete measures of Changzhou Wujin and Taizhou Jiangyan Qinthu Lake tourism are introduced at the same time. This paper studies the internal advantages and disadvantages, external opportunities and challenges of tourism development in Hanjiang by using SWOT analysis tools, and puts forward the view that we should adopt the strategy of advantage and challenge. On the basis of this, the paper studies the strategic orientation, the strategic principles, the strategic emphases and the measures and methods of the government to promote the tourism industry. The preliminary conclusion of this paper is: according to the strategic orientation that Hanjiang tourism is in the period of rapid development, to implement the strategy of humanities and history, to focus on the strategy of Yangzhou and the strategy of the Yangtze River Canal as the specific strategy, to vigorously develop cultural experience, urban entertainment, Rural leisure three industries. In accordance with the principle of "government-led, planning first, project-driven, and common development", the two major themes of cultural tourism and rural tourism should be focused on, and Guazhou and the two major tourist agglomeration areas along the lake should be developed well, and at the same time through increased policy support, In order to realize the rapid and stable development of tourism industry, we should optimize the structure of tourism products and industries, integrate the factors of tourism consumption, and carry out accurate marketing.
【学位授予单位】：扬州大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F592.7

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