本文關鍵詞：海南房車旅游市場開發(fā)研究　出處：《海南大學》2013年碩士論文　論文類型：學位論文

  更多相關文章： 海南房車旅游 市場調查 消費意愿 市場定位 市場開發(fā)

【摘要】：國外房車旅游的發(fā)展歷程證明房車旅游是一個有著巨大市場影響和發(fā)展?jié)摿Φ漠a業(yè)。房車旅游上世紀90年代末開始在中國出現,近幾年,發(fā)展迅猛,每逢節(jié)假日,駕駛房車外出旅游的人越來越多,房車旅游在國內正形成一股新的時尚旅游潮流。海南因得天獨厚的豐富旅游資源,在建設國際旅游島的背景之下,更是倍受房車旅游愛好者的青睞,但由于海南省房車營地建設及相關配套服務設施落后,在一定程度上阻礙了房車旅游的發(fā)展。 鑒于海南房車旅游的發(fā)展現狀,以“海南房車旅游市場開發(fā)研究”為命題。論文試圖解決三個方面的問題：海南房車旅游市場概況分析、海南房車旅游的市場定位問題、采用何種策略才能有效促進海南房車旅游的市場開發(fā)?基于上述三個問題,本文的主要研究內容圍繞著海南房車旅游市場調查、海南房車旅游的市場定位和海南房車旅游市場開發(fā)策略三個方面展開。 針對研究問題,論文得出三個方面的研究結論：第一,在454名被調查者中有319人“愿意嘗試房車旅游”,同時有高達62.9%的旅游者認為海南是自己心目中最理想的房車旅游目的地,因此可初步預測海南房車旅游有著巨大的發(fā)展?jié)摿Α５诙?在明確定位依據的前提下,確定海南房車旅游的產品定位為基于環(huán)境的休閑度假旅游產品綜合體；同時根據海南建設國際旅游島的目標和市場調查結果對海南房車旅游進行目標市場定位和競爭定位。第三,在旅游系統(tǒng)理論及市場營銷組合理論的指導下,從環(huán)境策略、產品策略、通達性策略和營銷策略四個方面提出海南房車旅游市場開發(fā)策略。 本文的創(chuàng)新之處主要有以下兩點：首先是研究內容,以房車旅游為研究對象,研究內容新穎。目前國內學術界對房車旅游的關注較少,尤其是針對房車旅游市場開發(fā)的研究更是屈指可數。本研究以海南房車旅游為研究對象,以海南房車旅游市場開發(fā)為研究命題,豐富了國內旅游研究的內容。其次,實用性強。海南國際旅游島建設正在一步步向前推進,但要把海南打造成永續(xù)性的可持續(xù)發(fā)展的國際旅游島,就一定要高瞻遠矚。房車旅游市場前景廣闊,海南一定要搶占先機,盡早著手把自己打造成國內乃至國際知名的房車旅游目的地。論文切切實實地解決了海南房車旅游市場開發(fā)中的市場定位和開發(fā)策略問題,具有較強的實用性和可操作性。
[Abstract]:The development course of the foreign car travel that RV travel is a huge market and development potential of the industry. The caravan tour starts at the end of 90s in China, in recent years, the rapid development, during the holidays, more and more people driving a car travel, car travel is the formation of a new fashion trend of tourism in the domestic. Because Hainan is rich in tourism resources in the richly endowed by nature, under the background of the construction of international tourism island, is much more RV travel enthusiasts of all ages, but because the service and related supporting facilities construction in Hainan province campsites backward, to some extent hindered the development of car travel.
In view of the development status quo of Hainan car travel, in order to study the development of Hainan tourism market for RV proposition. This paper tries to solve three problems: the analysis of RV tourism market in Hainan, the problems of the market positioning of Hainan car travel, use what kind of strategy can effectively promote the development of Hainan tourism market into the car? Based on the above three issues. The main content of this paper around the Hainan RV tourism market survey, the three aspects of market positioning of Hainan car travel and Hainan RV tourism market development strategies.
According to the research, the thesis concludes three aspects: first, the 454 people surveyed 319 people willing to try RV travel ", while up to 62.9% of the tourists think that Hainan is the most ideal RV tourism destination in their own minds, so the preliminary forecast Hainan tourism has a car the huge development potential. In second, according to the premise of clear positioning, determine the product positioning of Hainan car travel for leisure tourism products based on complex environment; at the same time according to the target market positioning and competitive positioning of Hainan RV tourism in Hainan international tourism island construction target and market survey results. Third, in theory and market tourism marketing system under the guidance of the theory, from the environmental strategy, product strategy, proposed the Hainan RV tourism market development strategies of the four aspects of accessibility and marketing strategies.
The main innovations of this article are as follows: first is the research content, the RV travel as the research object, research content of the novel. At present domestic academic circles to RV travel less attention, especially for the study of RV tourism market development is one of the few. The research on Hainan tourism car as the research object, with the development of RV tourism market Hainan as the research proposition, enrich the domestic tourism research content. Secondly, strong practicability. The construction of Hainan international tourism island is a step forward, but to build Hainan into the sustainable development of sustainability of international tourism island, we must. RV travel market prospects look far ahead from a high plane, Hainan must seize the opportunity, as soon as possible to put yourself into the domestic and international well-known tourist destination. The car actually solved the Hainan tourism market development in the car market The problem of positioning and developing strategy has strong practicability and maneuverability.

【學位授予單位】：海南大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F592.7

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