自贡卧龙湖国际旅游区营销战略研究

发布时间：2018-07-05 05:40

本文选题：自贡旅游业 + 卧龙湖　；参考：《西南交通大学》2013年硕士论文

【摘要】：2009年末,国务院41号文件《关于加快发展旅游业的意见》提出了国家旅游的新兴发展战略,并做了相应规划部署,这为我国旅游产业提供了前所未有的发展机遇。旅游产业的发展,极大程度上会带动自然资源的开发与利用、旅游地产、文化传媒、创汇收入、酒店及旅行社、等旅游相关行业的复苏。自贡市素来以“千年盐都”闻名于世,盐卤文化与地区特有的恐龙文化、彩灯文化并称为自贡旅游“三绝”,依托优秀的自然资源和人文资源,2012年自贡市政府开始规划建设卧龙湖国际旅游区。本文在分析了自贡市特色旅游资源的基础上,针对该景区营销战略问题,先后做了该项目的SWOT分析、客源市场调研、未来游客量预测、确定发展定位方向、提出发展战略实施策划、制定营销策略和相关保障措施等研究,以使自贡卧龙湖国际旅游区紧握“十二五”旅游规划契机,实现其旅游健康、快速的发展。经过对自贡卧龙湖国际旅游区营销战略内容的深入分析,本文的研究结论如下：首先,在卧龙湖国际旅游区发展定位上应该做到：从总体发展定位上强调养生、湿地、游戏三业并举,总体定位为“盐湖养生,游戏天堂”,通过发挥自然资源和人文资源的合力,实现康疗、游戏、休闲和科普教育等基本服务功能；其次,在卧龙湖国际旅游区旅游发展战略上应该做到：从发展定位层面上,发展总体定位为“盐湖养生、游戏天堂”；从景区总体发展战略层面上,实行营地功能分区,打造城市生态名片,走可持续发展道路；从盐卤温泉营地发展战略层面上,立足打造精品,强化盐文化精神；从城市湿地公园营地发展战略层面上,依托自贡稀有湿地资源,融入有机农业生态展览与科普教育；从游戏公园营地发展战略层面上,借助高科技创新游戏功能,渗透游戏文化；从旅游管理服务上,强化企业文化,培养高素质人才,提高团队服务意识；从景区发展模式层面上,选择旅游+养生发展模式：最后,在卧龙湖国际旅游区营销策略上应该做到：政府主导景区宣传工作,企业自营旅游产品；利用自贡文化整合旅游资源；依靠信息科技提高旅游服务档次；塑造旅游品牌价值,以精品领跑市场；旅游淡季推出特色产品或服务,实行多景区价格联盟,采用联票或套票制。
[Abstract]:At the end of 2009, "opinions on speeding up the Development of Tourism" in document 41 of the State Council put forward the new developing strategy of national tourism, and made corresponding plans and plans, which provided unprecedented opportunities for the development of tourism industry in China. The development of tourism industry will greatly promote the development and utilization of natural resources, tourism real estate, cultural media, foreign exchange earnings, hotels and travel agencies, and other tourism-related industries recovery. Zigong City has long been known as the "Millennium Salt City". Salt and brine culture and regional unique dinosaur culture, colorful lantern culture is known as the "three absolute" of Zigong tourism. Relying on excellent natural and human resources, Zigong city government began planning and construction of Wolong Lake International Tourism area in 2012. On the basis of analyzing the characteristic tourism resources of Zigong City, this paper has done the SWOT analysis of the project, the market investigation of the tourist source, the prediction of the future tourist volume and the orientation of the development, aiming at the problem of the marketing strategy of the scenic spot. In order to make Zigong Wolong Lake International Tourism area grasp the opportunity of "the 12th Five-Year Plan" and realize its healthy and rapid development, this paper puts forward the research on the implementation of development strategy, the formulation of marketing strategy and the relevant safeguard measures. Based on the in-depth analysis of the marketing strategy of Wolong Lake International Tourism area in Zigong, the research conclusions are as follows: firstly, the development orientation of Wolong Lake International Tourism area should be achieved: the overall development orientation should be emphasized on health preservation. Wetland, the game three industries, the overall positioning as "salt lake health, game paradise," through the joint efforts of natural resources and human resources, to achieve health care, games, leisure and science education and other basic services; second, In the tourism development strategy of Wolong Lake International Tourism area, we should: from the development orientation level, the overall development orientation is "Salt Lake Health, Game Paradise," and from the overall development strategy level of the scenic area, we should implement the camp function partition. Build urban ecological business card, take the path of sustainable development; from the salt hot spring camp development strategy level, based on building fine products, strengthen the spirit of salt culture; from the city wetland park camp development strategy level, rely on Zigong rare wetland resources, Integrate organic agriculture ecological exhibition and popular science education; from the game park camp development strategy level, with the help of high-tech innovation game function, permeate the game culture, from the tourism management service, strengthen the enterprise culture, train the high quality talented person, Improve the sense of team service; from the scenic development model level, choose tourism health development model: finally, in the Wolong Lake international tourism area marketing strategy should be achieved: the government led the scenic area publicity work, Enterprise self-owned tourism products; use of Zigong culture to integrate tourism resources; rely on information technology to improve tourism service level; mold the value of tourism brands, leading the market with high-quality products; launch characteristic products or services in off-season tourism, Practice multi-scenic spot price alliance, adopt couplet ticket or set ticket system.
【学位授予单位】：西南交通大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F592.7

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