【摘要】：民俗旅游是一種高層次的文化旅游,隨著人們物質(zhì)生活的豐富,以弘揚(yáng)民族民間文化、展現(xiàn)民族地域風(fēng)采的民俗旅游越來越受到旅游者的青睞。民俗旅游的研究也受到越來越多人的關(guān)注。但是目前在民俗旅游營銷過程中沒有更多對游客需求進(jìn)行過系統(tǒng)、量化的研究。拉薩民俗旅游資源豐富,由于開發(fā)力度和營銷策略的欠缺，，致使獨(dú)具特色的拉薩民俗旅游發(fā)展不盡人意。目前,拉薩民俗旅游的營銷僅是從經(jīng)營者的角度進(jìn)行的,營銷水平和程度低,導(dǎo)致來拉薩旅游的游客沒有真正體驗(yàn)到拉薩多姿多彩的民俗民風(fēng)。本論文主要以拉薩市民俗旅游為研究對象,綜合運(yùn)用文獻(xiàn)分析法與實(shí)地考察相結(jié)合、定性分析與定量分析相結(jié)合、理論和實(shí)踐相結(jié)合的方法對拉薩民俗旅游營銷策略進(jìn)行研究。 本論文主要分為五個(gè)部分,第一部分主要介紹研究背景及選題緣由、研究的日的和意義、研究的思路和方法、研究的框架和研究的主要內(nèi)容：第二部分主要為民俗旅游文獻(xiàn)綜述和相關(guān)理論的介紹。對國內(nèi)外民俗旅游研究進(jìn)展進(jìn)行綜述,界定民俗旅游及民俗旅游資源的概念,介紹營銷組合理論、旅游地生命周期理論、消費(fèi)者行為理論、市場細(xì)分理論等。第三部分為拉薩市民俗旅游營銷的背景及現(xiàn)狀分析,主要介紹拉薩民俗旅游發(fā)展現(xiàn)狀、拉薩民俗旅游資源分析、拉薩民俗旅游現(xiàn)有營銷策略的分析、SWOT分析及其主要存在的問題。第四部分主要是拉薩市民俗旅游市場細(xì)分和目標(biāo)市場的選擇及定位。主要包括拉薩市民俗旅游客源市場的調(diào)查分析、拉薩民俗旅游市場細(xì)分和拉薩民俗旅游目標(biāo)市場的選擇及定位。第五部分主要是提山拉薩民俗旅游營銷策略,主要包括拉薩民俗旅游營銷的原則、拉薩民俗旅游營銷策略組合以及實(shí)施拉薩民俗旅游營銷策略的保障措施。
[Abstract]:Folklore tourism is a kind of high-level cultural tourism. With the enrichment of people's material life, folklore tourism, which carries forward national folk culture and shows national regional style, is more and more favored by tourists. The study of folklore tourism has also attracted more and more attention. However, there is no systematic and quantitative study on tourist demand in the process of folklore tourism marketing. Lhasa is rich in folklore tourism resources, because of the lack of development and marketing strategy, the unique development of Lhasa folklore tourism is unsatisfactory. At present, the marketing of Lhasa folklore tourism is only from the perspective of the operator, the level and degree of marketing is low, which results in the tourists who come to Lhasa do not really experience the colorful folk customs in Lhasa. This paper mainly takes Lhasa folklore tourism as the research object, synthetically uses the literature analysis method and the field investigation unifies, the qualitative analysis and the quantitative analysis unifies, the theory and the practice unifies the method to carry on the research to the Lhasa folk custom tourism marketing strategy. This paper is divided into five parts. The first part mainly introduces the research background and the reason of the topic, the day and significance of the research, the ideas and methods of the research. The second part is the literature review of folklore tourism and the introduction of related theories. This paper summarizes the research progress of folklore tourism at home and abroad, defines the concept of folklore tourism and folklore tourism resources, introduces the theory of marketing combination, the life cycle theory of tourist destination, the theory of consumer behavior, the theory of market segmentation, and so on. The third part is the background and current situation analysis of Lhasa folklore tourism marketing, mainly introduces the present situation of Lhasa folklore tourism development, the analysis of Lhasa folklore tourism resources, the analysis of existing marketing strategies of Lhasa folklore tourism and its main problems. The fourth part is the Lhasa folklore tourism market segmentation and target market selection and positioning. It mainly includes the investigation and analysis of Lhasa folklore tourist market, the segmentation of Lhasa folklore tourism market and the choice and orientation of Lhasa folklore tourism target market. The fifth part is mainly about the marketing strategies of folk tourism in Lhasa, including the principles of folklore tourism marketing in Lhasa, the combination of marketing strategies of folklore tourism in Lhasa and the guarantee measures for implementing the marketing strategies of folklore tourism in Lhasa.
【學(xué)位授予單位】：西南大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2011
【分類號(hào)】：F592.7

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