访沪游客选择文化旅游产品的影响因素研究

发布时间：2018-11-11 00:16

【摘要】：文化是旅游核心驱动力之一，而旅游业亦承载了文化的发展和传播。文化旅游其重要意义表现的越来越明显，国家对文化旅游发展的重视程度也不断提高。“十二五”时期，文化旅游将成为推广地方文化、创造旅游精品、促进经济转型、刺激地方经济的重要方式。对于上海而言，文化旅游的发展尤其重要。上海旅游产业的独特优势就是蜚声中外的海派文化以及国际氛围，不管是充分开发上海世博会留下的旅游资源，推动后世博效应持续扩散，还是利用迪斯尼项目的辐射影响，发挥其联动效应，都需要旅游产业和文化产业深度融合才能使其发挥持续的强大效力。而如何建立鲜明的上海旅游文化形象和进行特色的文化旅游产品创新，以及实现面向潜在旅游者的卓越营销，正是亟待研究的重要问题。本文正是在此背景下，针对访沪游客选择文化旅游产品的影响因素展开深入研究，综合运用手段目的链理论和系统动力学理论，从影响文化旅游产品选择的内在属性和外部驱动分析入手，结合数据调研实证和理论模型建构，确定主要影响因素，并通过模拟仿真进行测试和调整，从中发掘上海文化旅游产品的开发导向，并探索上海文化旅游产品的创新驱动和营销策略。
[Abstract]:Culture is one of the core driving forces of tourism, and tourism also carries the development and dissemination of culture. The significance of cultural tourism is becoming more and more obvious, and the national emphasis on the development of cultural tourism is also increasing. During the 12th Five-Year Plan period, cultural tourism will become an important way to promote local culture, create tourism boutique, promote economic transformation and stimulate local economy. For Shanghai, the development of cultural tourism is particularly important. The unique advantage of Shanghai's tourism industry is its well-known Shanghai culture and international atmosphere, whether it is to fully develop the tourist resources left behind by the Shanghai World Expo, to promote the continuous spread of the post-Expo effect, or to take advantage of the radiation impact of the Disney project. In order to exert its linkage effect, the tourism industry and the cultural industry must be integrated deeply in order to exert its lasting and powerful effect. However, how to establish a distinct cultural image of Shanghai, to innovate its cultural tourism products with its own characteristics, and to realize the excellent marketing for potential tourists, is an important issue to be studied urgently. Under this background, this paper makes a deep research on the factors influencing the tourists' choice of cultural tourism products, and makes comprehensive use of the theory of objective chain of means and the theory of system dynamics. Starting with the analysis of the internal attributes and external driving factors affecting the choice of cultural tourism products, combining with the empirical data investigation and theoretical model construction, the main influencing factors are determined, and the main factors are tested and adjusted through simulation. This paper explores the development orientation of Shanghai cultural tourism products, and explores the innovation drive and marketing strategies of Shanghai cultural tourism products.
【学位授予单位】：上海交通大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F592.6;F224

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