本文選題：鄉(xiāng)鎮(zhèn)旅游　切入點(diǎn)：開發(fā)策略　出處：《蘭州大學(xué)》2015年碩士論文　論文類型：學(xué)位論文

【摘要】：旅游業(yè)在經(jīng)濟(jì)發(fā)展中的作用日益突出,已成為新的經(jīng)濟(jì)增長點(diǎn)。鄉(xiāng)村旅游作為旅游業(yè)的重要組成部分,因其民風(fēng)民俗淳樸、鄉(xiāng)土氣息濃厚、人文景觀多樣化、自然環(huán)境優(yōu)美,受到越來越多旅游者的喜愛,這一資源類型的旅游價(jià)值和經(jīng)濟(jì)價(jià)值逐步顯現(xiàn)出來。M公司因河口鄉(xiāng)擁有古碼頭、清代海關(guān)、張家祠堂、明清時(shí)期古民居等系列豐富的歷史文化印記,計(jì)劃充分挖掘歷史文化價(jià)值及建筑美學(xué)價(jià)值,進(jìn)行河口古鎮(zhèn)項(xiàng)目的承包開發(fā)建設(shè)。然而,河口鄉(xiāng)旅游發(fā)展面臨著起步晚、古鎮(zhèn)同質(zhì)化、規(guī)模小、古建筑保留不完整等問題,同時(shí)由于缺乏經(jīng)驗(yàn),在營銷宣傳、旅游市場管理等方面也存在不少問題,這些問題成為河口鄉(xiāng)旅游開發(fā)的絆腳石。本文以同區(qū)域旅游競爭中弱勢旅游地錯(cuò)位差異化發(fā)展戰(zhàn)略理論、古鎮(zhèn)旅游開發(fā)可持續(xù)利用理論、政府主導(dǎo)型旅游發(fā)展理論、戰(zhàn)略管理相關(guān)理論等為支撐,采用文獻(xiàn)查閱法、調(diào)查研究法、歷史對比法、圖表分析法、定性定量法等研究方法,運(yùn)用PEST分析法對河口鄉(xiāng)旅游開發(fā)的宏觀環(huán)境進(jìn)行了分析,通過對河口鄉(xiāng)旅游開發(fā)市場分析,選擇了目標(biāo)市場,明確了市場定位,通過顧客分析、競爭關(guān)系分析,確定了河口鄉(xiāng)旅游開發(fā)的目標(biāo)顧客,總結(jié)了河口鄉(xiāng)旅游開發(fā)的優(yōu)勢、劣勢、機(jī)遇和威脅。最后提出錯(cuò)位差異化開發(fā)、文化要素創(chuàng)新開發(fā)、申報(bào)國家歷史文化街區(qū)提升知名度、依托蘭永快速通道合作共贏、整合營銷樹立品牌、保障本地居民利益以及引導(dǎo)政府適當(dāng)參與共七項(xiàng)開發(fā)策略及實(shí)施保障措施。本文分析得出的河口鄉(xiāng)旅游開發(fā)策略,不僅對原本依靠重工業(yè)拉動(dòng)經(jīng)濟(jì)增’長的西固區(qū)產(chǎn)業(yè)轉(zhuǎn)型發(fā)展有著非常意義,而且對進(jìn)一步推動(dòng)城鄉(xiāng)一體化發(fā)展,實(shí)現(xiàn)經(jīng)濟(jì)、社會(huì)、生態(tài)綜合效益起到積極作用。
[Abstract]:The role of tourism in economic development is increasingly prominent, has become a new economic growth point. As an important part of rural tourism, because of its simple folk customs, strong local flavor, landscape diversity, beautiful natural environment, more and more tourists, the tourism resource types and economic value the value of.M has gradually emerged from ancient pier, River Township customs in Qing Dynasty, Zhang ancestral temple, Ming and Qing Dynasties of ancient houses and other series of rich historical and cultural imprint, plans to fully tap the historical and cultural value and aesthetic value of the building, Hekou town project development and construction contract. However, the rural tourism development is faced with a late start, the ancient town homogeneous, small scale, ancient buildings remain incomplete, but due to lack of experience in marketing, tourism market management, there are many problems, these problems Questions become a stumbling block to estuary Township tourism development. Based on the inferior tourism with regional tourism competition difference dislocation development strategy theory of alienation, ancient town tourism sustainable development and utilization of the theory, the tourism development theory, strategic management theory as the support, adopts literatures, research method, historical comparison method, chart analysis the research method of qualitative and quantitative methods by using PEST analysis method, the macro environment of estuary rural tourism development were analyzed, through the analysis of the estuary rural tourism market development, select the target market, clear market positioning, through customer analysis, competition analysis, to determine the River Township tourism development summarized the target customers. The rural tourism development strengths, weaknesses, opportunities and threats. Finally puts forward the difference of development, innovation and development of cultural factors, national historical and cultural blocks to enhance the visibility ,渚濇墭鍏版案蹇，

本文編號：1633973