本文選題：山海天旅游度假區(qū) + SWOT分析　； 參考：《西安科技大學(xué)》2014年碩士論文

【摘要】：旅游業(yè)是當(dāng)今世界發(fā)展最快、勢頭強(qiáng)勁的朝陽產(chǎn)業(yè)，，被稱為無煙工業(yè)。它具有投資少、見效快、收益高、風(fēng)險小的特點(diǎn)，因此發(fā)展旅游業(yè)成為越來越多的城市發(fā)展地區(qū)經(jīng)濟(jì)的首選。隨著旅游度假人數(shù)比例的不斷增大，度假市場己經(jīng)成為重要的旅游市場，我國旅游業(yè)已經(jīng)進(jìn)入觀光與休閑度假并駕齊驅(qū)的階段。為了從單一觀光功能的旅游目的地轉(zhuǎn)變?yōu)槎喙δ艿穆糜文康牡�，國家在政策上一直鼓勵度假旅游的發(fā)展。我國現(xiàn)有旅游度假區(qū)數(shù)量的2/3以上為海濱旅游度假區(qū)，濱海旅游作為旅游業(yè)的特有形式，受地理環(huán)境等因素制約，日益引起世界海洋大國的重視。 本文選取了山東省最大的濱海旅游度假區(qū)-山海天旅游度假區(qū)為研究對象，在分析山海天旅游度假區(qū)發(fā)展現(xiàn)狀的基礎(chǔ)上，從經(jīng)濟(jì)利益、發(fā)展戰(zhàn)略規(guī)劃、城市品牌效應(yīng)、特色定位等方面分析了山海天旅游度假區(qū)發(fā)展中存在的問題；結(jié)合旅游度假區(qū)的基本理論，運(yùn)用SWOT分析方法，從自身的優(yōu)勢、劣勢以及該旅游度假區(qū)所處的外部的機(jī)會和威脅等四個方面對山海天旅游度假區(qū)進(jìn)行定位分析，認(rèn)為山海天旅游度假區(qū)目前處于外部機(jī)遇內(nèi)部優(yōu)勢的增長型戰(zhàn)略發(fā)展領(lǐng)域，據(jù)此在對山海天旅游度假區(qū)發(fā)展進(jìn)行總體定位、區(qū)域定位及品牌定位，并提出開發(fā)差異化旅游產(chǎn)品及多手段營銷的戰(zhàn)略方案，最后針對山海天旅游度假區(qū)的發(fā)展戰(zhàn)略，從加強(qiáng)山海天旅游度假區(qū)的旅游管理和山海天旅游度假區(qū)的旅游資源開發(fā)兩方面提出一些戰(zhàn)略實(shí)施的具體措施。
[Abstract]:Tourism is the fastest-growing and powerful sunrise industry in the world, which is called smokeless industry. It has the characteristics of low investment, quick effect, high income and low risk. Therefore, developing tourism has become the first choice for more and more cities to develop regional economy. With the increasing of the number of tourist vacations, the holiday market has become an important tourism market, tourism in China has entered the stage of tourism and leisure vacation neck and neck. In order to change from a tourism destination with a single tourism function to a multi-purpose tourist destination, the government has been encouraging the development of holiday tourism. More than two-thirds of the existing tourist resorts in China are seaside tourist resorts. As a unique form of tourism, coastal tourism is restricted by factors such as geography and environment. This paper selects Shanhaitian tourist Resort, the largest coastal tourist resort in Shandong Province, as the research object, based on the analysis of the current situation of the development of Shanhaitian tourist Resort, and from the economic benefits. This paper analyzes the problems existing in the development of Shanhaitian tourist Resort area from the aspects of development strategy planning, urban brand effect and characteristic positioning, and combines the basic theory of tourist resort with SWOT analysis method, from its own advantages. The disadvantages and the external opportunities and threats of the tourist resort are analyzed in four aspects: the location and analysis of Shanhaitian tourist resort, and the conclusion is that Shanhaitian tourist resort is currently in the growth strategic development field with the internal advantages of external opportunities. On the basis of this, the overall positioning, regional positioning and brand positioning of Shanhaitian tourist Resort are carried out, and the strategic plan of developing differentiated tourism products and multi-means marketing is put forward. Finally, the development strategy of Shanhaitian tourist Resort is aimed at the development of Shanhaitian tourist Resort. This paper puts forward some specific measures to implement the strategy from the aspects of strengthening the tourism management of Shanhaitian tourist Resort and developing the tourist resources of Shanhaitian tourist Resort.
【學(xué)位授予單位】：西安科技大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F592.7

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