迪士尼项目对长三角反季旅游的影响研究

发布时间：2018-07-24 20:21

【摘要】：旅游季节性问题长久以来困扰着旅游行业的发展,研究表明解决旅游季节性问题最主要的途径在于“促进淡季出游的常态化”,即本文强调的“反季旅游”---在传统淡季形成一定规模的出游现象。本论文以长三角地区旅游季节性的现状为落脚点,主要探讨了在迪士尼项目落户上海的大背景之下,长三角的反季旅游发展会受到怎样的影响,以及怎样正确应对。本研究发现,迪士尼项目可以在需求和供给两个角度为长三角反季旅游的发展提供新的推力和拉力因素,最终促进长三角旅游市场淡季出游的常态化。首先,在绪论部分对立论缘由及依据、研究目的和意义、研究方法与框架进行了大致的介绍,交代了论文中重要数据指标的选用依据及统计来源。然后通过文献研究分析,对有关旅游季节性、反季旅游、迪士尼乐园的区域影响等方面的现有国内外研究成果进行评述,界定了本研究中反季旅游及长三角的概念,并对旅游活动的OD模型和长三角一体化理论做出总结和归纳,作为本文的立论依据及研究基础。接着,选取了“旅游地特定年份的旅游季节性”、“多年形成的平均旅游季节性”、“旅游发展的淡旺比”三个指标,系统地梳理了江浙沪三地旅游发展的季节性特征；与其对应的,在园区接待人数、差异定价和季节性产品等方面,总结了现有迪士尼乐园旅游接待的季节性规律；通过交叉对比、定性和定量相结合的方法深入分析,得出了迪士尼项目对长三角旅游季节性的影响路径,并根据旅游活动的OD模型进一步得出了颇具现实意义的结论,即迪士尼项目可以在需求和供给两个角度促进长三角旅游市场淡季出游的常态化。最后,为长三角反季旅游的发展提供了诸如目标市场定位与开发、产品创新及营销、产品组合及差异定价、资源整合及品牌营销、服务制胜策略等多方面的对策建议。
[Abstract]:Tourism seasonality has long plagued the development of the tourism industry. Studies have shown that the most important way to solve tourism seasonal problems is to "promote the normalization of off-season trips". That is, "anti-season tourism", which is emphasized in this paper, forms a certain scale travel phenomenon in the traditional off-season. Based on the current situation of tourism seasonality in the Yangtze River Delta, this paper mainly discusses how the development of off-season tourism in the Yangtze River Delta will be affected and how to deal with it correctly under the background of the Disney project in Shanghai. This study finds that the Disney project can provide new thrust and pull factors for the development of off-season tourism in the Yangtze River Delta from both the demand and supply perspectives, and finally promote the normalization of off-season travel in the tourism market of the Yangtze River Delta. Firstly, in the introduction part, the author gives a general introduction to the reason and basis, the purpose and significance of the research, the research methods and the framework, and explains the selection basis and statistical source of the important data indicators in the paper. Then, through the literature analysis, this paper reviews the existing domestic and international research results on tourism seasonality, off-season tourism, and the regional impact of Disneyland, and defines the concepts of off-season tourism and the Yangtze River Delta in this study. The OD model of tourism activity and the integration theory of Yangtze River Delta are summarized and summarized as the basis and research basis of this paper. Then, it selects three indexes: "Tourism seasonality in a particular year of tourist destination", "average tourism seasonality formed over many years", "light and prosperous ratio of tourism development", and systematically combs the seasonal characteristics of tourism development in Jiangsu, Zhejiang and Shanghai. Accordingly, in the aspects of reception number, differential pricing and seasonal products, this paper summarizes the seasonal rules of existing Disneyland tourism reception, and deeply analyzes the existing Disney park tourism reception by means of cross-comparison, qualitative and quantitative analysis. The influence path of Disney project on tourism seasonality in Yangtze River Delta is obtained, and according to the OD model of tourism activity, a realistic conclusion is drawn. That is, the Disney project can promote the Yangtze River Delta tourism market in both demand and supply in the off-season travel regularization. Finally, it provides countermeasures and suggestions for the development of off-season tourism in Yangtze River Delta, such as target market orientation and development, product innovation and marketing, product combination and differential pricing, resource integration and brand marketing, service winning strategy, etc.
【学位授予单位】：华东师范大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F592.7

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