本文關(guān)鍵詞：智慧旅游背景下鳴翠湖景區(qū)旅游營(yíng)銷策略研究　出處：《寧夏大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

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【摘要】：隨著我國(guó)經(jīng)濟(jì)的快速增長(zhǎng)和人們生活水平的大幅提高,我國(guó)旅游業(yè)的發(fā)展越來(lái)越快,旅游已成為一種大眾化的消費(fèi)行為,同時(shí),旅游業(yè)開始從景區(qū)時(shí)代向全域旅游時(shí)代發(fā)展。我國(guó)旅游業(yè)已經(jīng)從短缺型旅游轉(zhuǎn)變?yōu)樾】敌吐糜未髧?guó),成為國(guó)家經(jīng)濟(jì)社會(huì)發(fā)展的重要組成部分,旅游景區(qū)的數(shù)量不斷增加,旅游業(yè)的競(jìng)爭(zhēng)日趨激烈。近年來(lái),寧夏各級(jí)政府非常重視旅游業(yè)的發(fā)展,旅游年收入占到了全區(qū)GDP的7%左右,尤其在開展全域旅游方面得到了國(guó)家旅游局的充分肯定,寧夏正大力實(shí)施全域旅游的機(jī)遇,將給鳴翠湖旅游帶來(lái)很大的發(fā)展空間。銀川鳴翠湖國(guó)家濕地公園是一家集濕地生態(tài)保護(hù)與科普教育及旅游休閑為一體的AAAA級(jí)景區(qū),其生態(tài)體系完整,景色優(yōu)美,人為影響和破壞因素較少,有大量的鳥類和水生動(dòng)植物資源,是我國(guó)荒漠化濕地中具有獨(dú)特屬性的生態(tài)旅游景區(qū)。本文以鳴翠湖景區(qū)為研究對(duì)象,以旅游市場(chǎng)營(yíng)銷的專業(yè)理論知識(shí)為指導(dǎo),從營(yíng)銷的角度對(duì)鳴翠湖旅游發(fā)展進(jìn)行探索和研究,通過(guò)定性分析與定量分析相結(jié)合,以及理論研究與實(shí)踐相結(jié)合的方法,分析鳴翠湖旅游營(yíng)銷存在的問(wèn)題,探討適合鳴翠湖景區(qū)的營(yíng)銷模式,為鳴翠湖旅游營(yíng)銷策略和旅游營(yíng)銷實(shí)踐提供理論指導(dǎo)和借鑒。本文針對(duì)目前我國(guó)旅游業(yè)的發(fā)展情況和寧夏旅游發(fā)展的現(xiàn)狀,依據(jù)旅游營(yíng)銷的相關(guān)理論,通過(guò)PEST和五力模型分析鳴翠湖景區(qū)旅游環(huán)境,比較區(qū)內(nèi)主要旅游競(jìng)爭(zhēng)力量,梳理出鳴翠湖景區(qū)自身的優(yōu)勢(shì)和劣勢(shì)及面臨的機(jī)會(huì)和威脅,在此基礎(chǔ)上,對(duì)鳴翠湖旅游市場(chǎng)進(jìn)行細(xì)分和定位,最后,結(jié)合鳴翠湖景區(qū)智慧旅游建設(shè),將傳統(tǒng)旅游營(yíng)銷與網(wǎng)絡(luò)營(yíng)銷相結(jié)合,定制鳴翠湖旅游營(yíng)銷的新模式,利用自身的資源優(yōu)勢(shì)和地理優(yōu)勢(shì),增強(qiáng)競(jìng)爭(zhēng)力,吸引游客,幫助景區(qū)走出困境,成為銀川市東部一顆璀璨的明珠,同時(shí)也為同類型景區(qū)和周邊景區(qū)的智慧旅游建設(shè)提供借鑒和參考,創(chuàng)新地總結(jié)出一套有借鑒意義的營(yíng)銷策略。
[Abstract]:With the rapid growth of our economy and the substantial improvement of people's living standards, the tourism industry is developing more and more rapidly, tourism has become a popular consumption behavior, at the same time. Tourism began to develop from the scenic area era to the whole region tourism era. China's tourism industry has changed from a shortage of tourism to a small recreational tourism country, and has become an important part of the national economic and social development. In recent years, the governments at all levels in Ningxia attach great importance to the development of tourism, the annual revenue of tourism accounts for about 7% of the region's GDP. Especially in the development of global tourism has been fully affirmed by the National Tourism Administration Ningxia is vigorously implementing the opportunities of global tourism. The National Wetland Park in Yinchuan is a AAAA scenic spot which integrates wetland ecological protection with popular science education and tourism leisure, and its ecological system is complete. Beautiful scenery, less man-made influence and destruction factors, a large number of birds and aquatic animal and plant resources, is a unique attribute of the ecological tourism scenic spots in the desertification wetland. This paper takes the Ming Cui Lake scenic area as the research object. Guided by the professional theoretical knowledge of tourism marketing, this paper explores and studies the tourism development of Ming Cui Lake from the perspective of marketing, and combines qualitative analysis with quantitative analysis. As well as the combination of theoretical research and practice, this paper analyzes the problems existing in the tourism marketing of Ming Cuihu Lake, and probes into the marketing model suitable for the scenic area of Ming Cuihu Lake. This paper aims at the development of tourism in our country and the present situation of tourism development in Ningxia, according to the related theory of tourism marketing. Through PEST and five-force model to analyze the tourist environment of the scenic area of Ming Cui Lake, compare the main tourism competitive forces, sort out its own strengths and weaknesses, opportunities and threats faced on this basis. Finally, combine the wisdom tourism construction of Ming Cuihu scenic spot, combine the traditional tourism marketing with the network marketing, customize the new mode of the Ming Cui Hu tourism marketing. Using its own advantages of resources and geographical advantages, enhance competitiveness, attract tourists, help the scenic spot out of the plight, and become a bright pearl in the eastern part of Yinchuan. At the same time, it also provides reference and reference for the intelligent tourism construction of the same type of scenic spots and surrounding scenic spots, and innovatively summarizes a set of marketing strategies with reference significance.
【學(xué)位授予單位】：寧夏大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F592.7

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