【摘要】：旅游正逐步向更廣、更深的層次發(fā)展。作為一個新興市場，夜間旅游正逐漸成為推動旅游目的地發(fā)展升級的新模式，其帶來的巨大經(jīng)濟(jì)效益和社會效益開始被認(rèn)可，并受到旅游目的地和旅游者的關(guān)注。曲阜是舉世聞名的歷史文化名城，有著深厚的歷史文化底蘊(yùn)和豐富的旅游資源。但是，白天的曲阜游人如織，旅游發(fā)展火熱，而到了夜晚，游客卻寥寥無幾，“難留客”問題顯著。如何有效合理地開發(fā)夜間旅游，改變目前在旅游發(fā)展和競爭中的不利局面，實現(xiàn)旅游的可持續(xù)發(fā)展，是曲阜現(xiàn)在面臨的一個亟待解決的問題。 本文以曲阜夜間旅游開發(fā)作為研究對象，主要包括三部分。第一，運用文獻(xiàn)分析法歸納總結(jié)了國內(nèi)外關(guān)于夜間旅游的研究進(jìn)展以及相關(guān)理論，，對夜間旅游的相關(guān)概念進(jìn)行重新界定和歸納；第二，開發(fā)分析。包括通過對曲阜旅游基本區(qū)情的概述，指出發(fā)展夜間旅游的必要性。通過實地調(diào)研，選擇曲阜適宜開發(fā)的夜間旅游資源，并進(jìn)行定性評價。運用問卷調(diào)查等方法，以旅游者行為作為重點對夜間旅游市場進(jìn)行分析，從游客形象感知角度，借助SPSS對日間和夜間旅游形象進(jìn)行對比分析；第三，開發(fā)對策。包括確立以特色化、共享性、集中性、協(xié)調(diào)性和可持續(xù)發(fā)展作為曲阜夜間旅游的開發(fā)原則，從功能定位、文物古跡保護(hù)、用地調(diào)整三個角度進(jìn)行規(guī)劃引導(dǎo)，形成“一核一環(huán)、四片三組團(tuán)”的總體結(jié)構(gòu)。根據(jù)不同因素定位曲阜夜間旅游的主要目標(biāo)市場。優(yōu)化提升觀光型產(chǎn)品，創(chuàng)新開發(fā)參與型和綜合型新產(chǎn)品，重視夜間與日間旅游產(chǎn)品對接，并設(shè)計特色旅游線路。創(chuàng)新主題宣傳口號，對曲阜夜間旅游形象進(jìn)行專項設(shè)計，制定“適時適地”的傳播策略；提出建立基于時間發(fā)展的“旅游形象系統(tǒng)”。最后提出促進(jìn)曲阜夜間旅游開發(fā)的若干建議。
[Abstract]:Tourism is gradually developing to a wider and deeper level. As an emerging market, night tourism is gradually becoming a new mode to promote the development and upgrading of tourist destinations. Its enormous economic and social benefits have been recognized, and attracted the attention of tourist destinations and tourists. Qufu is a world-famous historical and cultural city with profound historical and cultural heritage and rich tourism resources. However, the day of Qufu visitors, tourism development hot, but at night, few tourists, "difficult to stay" problem is significant. How to develop night tourism effectively and reasonably, change the unfavorable situation in tourism development and competition, and realize the sustainable development of tourism is an urgent problem to be solved in Qufu. This article takes Qufu night tourism development as the research object, mainly includes three parts. Firstly, this paper summarizes the research progress and related theories of night tourism at home and abroad by using the method of literature analysis, and redefines and summarizes the related concepts of night tourism; secondly, the development and analysis. This paper points out the necessity of developing night tourism by summarizing the basic regional conditions of Qufu tourism. Through on-the-spot investigation, choose suitable night tourism resources of Qufu, and carry on qualitative evaluation. By means of questionnaire and other methods, this paper analyzes the market of night tourism with the emphasis on tourists' behavior, and makes a comparative analysis of the image of day and night tourism with the help of SPSS from the perspective of tourists' image perception; thirdly, the development of countermeasures. It includes establishing the development principles of night tourism in Qufu with characteristics, sharing, centralization, coordination and sustainable development, planning and guiding from three angles: functional orientation, protection of cultural relics and monuments, and land adjustment, forming a "one core and one link". The overall structure of the "four-piece, three-group" group. According to different factors, the main target market for night tourism in Qufu is located. Optimize and upgrade tourist products, innovate and develop new participatory and comprehensive products, attach importance to the docking of night and day tourism products, and design special tourism routes. Creative theme propaganda slogan, special design for night tourism image of Qufu, formulation of "timely and suitable place" communication strategy, put forward to establish a "tourism image system" based on the development of time. Finally, some suggestions are put forward to promote the development of Qufu night tourism.
【學(xué)位授予單位】：曲阜師范大學(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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