旅游房地产项目定位及评价研究

发布时间：2018-03-24 01:26

本文选题：旅游房地产　切入点：项目定位　出处：《西安建筑科技大学》2013年硕士论文

【摘要】：旅游房地产作为旅游业与房地产业相互渗透和融合而成的一种产业，深受旅游业与房地产业产业政策的影响。近两年来，在旅游业迅速发展的时期以及房地产业宏观调控的阶段，，旅游房地产业方兴未艾，其发展问题再次成为政府、房地产开发商、投资者及消费者普遍关注的焦点。项目定位是影响其开发的关键所在，因此，研究并解决旅游房地产项目定位及其评价的问题，对旅游房地产可持续发展有重要的理论指导意义和实际应用价值。本文在对大量国内外相关文献进行研究的基础上，以系统理论、可持续发展理论、旅游区位理论、市场营销及定位理论指导，以旅游房地产项目定位为研究对象，以构建旅游房地产项目定位评价体系为目标。首先，对旅游房地产概念、开发模式、发展状况、未来发展趋势和前景以及旅游房地产项目定位的涵义、内容、相关理论、存在问题做了详细的分析论证；其次，总结归纳了旅游房地产项目定位的影响因素，并运用问卷调查法对这些影响因素从区域定位、功能定位、客户定位、产品定位、营销定位五个方面进行了划分；再次，建立了旅游房地产项目定位的评价体系的初选指标，利用层次分析区间估计模型对初选指标体系进行优化，确立了旅游房地产项目定位评价的指标体系，采用价值权重和影响权重相结合、主观权重和客观权重相结合的方法确定各个指标的权重，然后构建了基于模糊物元分析法的旅游房地产项目定位评价模型；最后，结合实际情况对西安临潼旅游休闲度假区项目的定位进行分析和评价，验证了模型的有效性。论文通过对旅游房地产业的发展及旅游房地产项目定位的进行全面系统的分析和论证，运用科学的分析方法对旅游房地产项目定位评价做出了全面而系统、合理而准确的研究，这对提高旅游房地产项目开发品质，促进其整体效益的最大化及可持续发展有着现实意义和实用价值。
[Abstract]:Tourism real estate is a kind of industry formed by the mutual penetration and integration of tourism and real estate. It is deeply influenced by the industrial policies of tourism and real estate. In the past two years, In the period of rapid development of tourism and the stage of macro-control of the real estate industry, the tourism real estate industry is in the ascendant, and its development problem once again becomes the government, the real estate developer, Investors and consumers generally pay attention to the focus. Project positioning is the key to its development. Therefore, the problem of project positioning and evaluation of tourism real estate is studied and solved. It has important theoretical guiding significance and practical application value for the sustainable development of tourism real estate. Based on the research of a large number of domestic and foreign literature, this paper takes the system theory, the sustainable development theory, the tourism location theory, the marketing and the positioning theory as the research object, and takes the tourism real estate project positioning as the research object. First of all, the concept of tourism real estate, development model, development status, future development trends and prospects, as well as the meaning, content and related theory of tourism real estate project positioning. The existing problems are analyzed and demonstrated in detail. Secondly, the influencing factors of the positioning of tourism real estate project are summarized, and the influence factors are analyzed from regional positioning, functional positioning, customer positioning and product positioning by questionnaire survey. Five aspects of marketing positioning are divided. Thirdly, the primary evaluation index of tourism real estate project positioning system is established, and the primary index system is optimized by using the AHP interval estimation model. The index system of tourism real estate project positioning and evaluation is established. The method of combining value weight with influence weight, subjective weight and objective weight is used to determine the weight of each index. Then, this paper constructs the evaluation model of tourism real estate project location based on fuzzy matter element analysis. Finally, combining with the actual situation, this paper analyzes and evaluates the location of Xi'an Lintong tourism leisure resort area, and verifies the validity of the model. Through the comprehensive and systematic analysis and demonstration of the development of the tourism real estate industry and the positioning of the tourism real estate project, the thesis makes a comprehensive and systematic evaluation of the tourism real estate project location and evaluation by using the scientific analysis method. Reasonable and accurate research is of practical significance and practical value in improving the quality of tourism real estate project development and promoting its overall benefit maximization and sustainable development.
【学位授予单位】：西安建筑科技大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F592.7;F299.27

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