本文選題：嶧山風(fēng)景區(qū) + 儒家文化　； 參考：《山東大學(xué)》2013年碩士論文

【摘要】：隨著旅游業(yè)的飛速發(fā)展,旅游需求日趨個(gè)性化和主題化。旅游者不再滿足于傳統(tǒng)的旅游活動(dòng),而是尋求一種有主題的、更深層次的旅游體驗(yàn),以期得到個(gè)性釋放,精神超越。如何才能滿足旅游者的這種需要?從當(dāng)前的旅游開(kāi)發(fā)實(shí)踐來(lái)看,相互模仿、重復(fù)建設(shè)、主題不明、投資效益低的情況時(shí)有發(fā)生。作為指導(dǎo)旅游業(yè)發(fā)展的旅游規(guī)劃,也是千篇一律、面面俱到、缺少預(yù)見(jiàn)性、針對(duì)性、指導(dǎo)性和可操作性。由此,需要一種新的規(guī)劃理念和思路來(lái)指導(dǎo)旅游規(guī)劃的發(fā)展。 主題旅游規(guī)劃的提出正是基于實(shí)際的需要以及實(shí)踐的總結(jié),它是一種旅游規(guī)劃的新思路。本文本著從實(shí)踐中來(lái),到實(shí)踐中去的原則,基于實(shí)踐總結(jié)出主題旅游規(guī)劃的理論和方法。所采用的研究方法為：理論與實(shí)踐相結(jié)合,定性與定量相結(jié)合。提出了主題旅游規(guī)劃的理論基礎(chǔ),研究了其核心理論,明確了主題旅游規(guī)劃所要解決的核心問(wèn)題之后,再結(jié)合具體實(shí)例進(jìn)行分析。在對(duì)主題旅游規(guī)劃的技術(shù)評(píng)價(jià)時(shí),運(yùn)用了定量與定性相結(jié)合的方法。 旅游業(yè)是當(dāng)今世界上發(fā)展最為迅速、最具發(fā)展前景的新興產(chǎn)業(yè)之一,在嶧山風(fēng)景區(qū)的發(fā)展中占據(jù)著舉足輕重的位置。然而,在旅游業(yè)迅猛發(fā)展的同時(shí),旅游產(chǎn)品單一、缺乏文化內(nèi)涵,無(wú)主題性和體驗(yàn)性,以及資源、環(huán)境、經(jīng)濟(jì)和社會(huì)等各個(gè)層面的一系列問(wèn)題與矛盾也不斷涌現(xiàn),嚴(yán)重影響了大嶧山風(fēng)景區(qū)旅游的發(fā)展。 本文以儒家文化為核心點(diǎn),全力打造“儒家文化第一山”的品牌形象,結(jié)合嶧山風(fēng)景區(qū)的旅游資源、旅游市場(chǎng)、旅游發(fā)展?fàn)顩r的調(diào)查與分析結(jié)果,根據(jù)嶧山風(fēng)景區(qū)旅游規(guī)劃方法模型的方法和思路,對(duì)風(fēng)景區(qū)的旅游產(chǎn)品、旅游商品、旅游形象營(yíng)銷、旅游管理體制、旅游人力資源、旅游環(huán)境、旅游綠化與景觀等具體項(xiàng)目進(jìn)行了整合規(guī)劃,實(shí)現(xiàn)了旅游規(guī)劃方法論與旅游規(guī)劃實(shí)踐有機(jī)融合。本文主要實(shí)踐內(nèi)容與研究成果： 1.嶧山景區(qū)多年都處于不可持續(xù)發(fā)展?fàn)顟B(tài)：旅游產(chǎn)品結(jié)構(gòu)比較單一,豐富性和主題性欠佳,缺少一定的可游覽性；風(fēng)景區(qū)旅游資源與環(huán)境的保護(hù)問(wèn)題比較突出。 2.嶧山風(fēng)景區(qū)旅游資源種類豐富,以山體和地文景觀為主,具有較大的發(fā)展?jié)摿ΑｋS著“儒家文化第一山”戰(zhàn)略的提出,以及主題旅游的現(xiàn)代理念,通過(guò)對(duì)嶧山風(fēng)景區(qū)及其外圍區(qū)域旅游資源的整合,促進(jìn)嶧山風(fēng)景區(qū)大旅游系統(tǒng)和諧發(fā)展。 3.嶧山風(fēng)景區(qū)的自然景觀較好,但在住宿設(shè)施質(zhì)量、旅游信息的提供、外國(guó)語(yǔ)言的輔助、夜生活質(zhì)量、購(gòu)物機(jī)會(huì)、飲食等方面仍有欠缺。在進(jìn)行旅游產(chǎn)品開(kāi)發(fā)與整合時(shí),應(yīng)以其文化主題性和游客體驗(yàn)性為重點(diǎn)。 4.嶧山風(fēng)景區(qū)管理體制錯(cuò)綜復(fù)雜,在和合思維指導(dǎo)下,采取“求同存異”政策,將各管理機(jī)構(gòu)進(jìn)行整合。成立旅游管理委員會(huì),共同負(fù)責(zé)景區(qū)的旅游開(kāi)發(fā)與管理;成立旅游協(xié)調(diào)與監(jiān)督委員會(huì)對(duì)其進(jìn)行監(jiān)督與協(xié)調(diào)；共同進(jìn)行和諧景區(qū)建設(shè)。 5.為了提升嶧山風(fēng)景區(qū)的整體旅游形象和影響力度,本文提出了旅游產(chǎn)品整合、路線整合、形象整合及營(yíng)銷整合的基本思路,對(duì)風(fēng)景區(qū)旅游資源與環(huán)境的保護(hù)、監(jiān)測(cè)與評(píng)估方法及人力資源發(fā)展的階段目標(biāo)進(jìn)行了整合規(guī)劃,提出主題性明確和游客體驗(yàn)性較強(qiáng)的整體規(guī)劃思路。 6.對(duì)于嶧山風(fēng)景區(qū)的現(xiàn)存矛盾與問(wèn)題深入探究,為其今后的旅游規(guī)劃提供了全新的規(guī)劃方法與實(shí)施平臺(tái),對(duì)促進(jìn)嶧山風(fēng)景區(qū)的可持續(xù)發(fā)展具有較強(qiáng)的理論和現(xiàn)實(shí)意義。
[Abstract]:With the rapid development of tourism , the tourism demand is becoming more and more personalized and thematic . The tourists are no longer satisfied with the traditional tourism activities , but instead seek a theme - oriented and deeper tourism experience , so as to get the characteristics of the tourism development .

Based on the practical needs and the summary of the practice , the paper puts forward the theory and method of the theme tourism planning based on the practice . The research methods are as follows : combining theory with practice , qualitative and quantitative analysis .

Tourism is one of the most rapidly developing and developing industries in the world today , and plays an important role in the development of the scenic spot . However , at the same time of the rapid development of tourism , tourism products are single , lack of cultural connotation , no theme and experiential nature , as well as a series of problems and contradictions in resources , environment , economy and society .

Based on the research and analysis of the tourism resources , tourism market and tourism development in the scenic spot , the paper integrates the tourism product , tourism commodity , tourism image marketing , tourism management system , tourism human resources , tourism environment , tourism green and landscape , and realizes the organic integration of tourism planning methodology and tourism planning practice . The main practical contents and research results are as follows :

1 . The scenic spot has been in an unsustainable state for many years : the structure of tourism products is relatively simple , the richness and the theme are poor , and there is a lack of accessibility ;
The protection of tourist resources and environment in scenic spot is more prominent .

2 . The tourism resources are abundant in the scenic spot , with great potential for development . With the development of the strategy of the First Mountain of the Confucian Culture and the modern idea of the theme tourism , through the integration of the tourism resources in the scenic spot and its surrounding areas , the harmonious development of the large tourism system of the scenic spot is promoted .

3 . The natural landscape of the scenic spot is better , but there is still a shortage in the quality of accommodation facilities , the provision of tourist information , the auxiliary of foreign language , the quality of nightlife , shopping opportunities and diet .

4 . The management system of Fangshan scenic spot is complex , under the guidance of combined thinking , it takes the policy of " seeking common deposit and different " and integrates the management bodies . The establishment of the tourism management committee is jointly responsible for the tourism development and management of the scenic spot ; and the establishment of the tourism coordination and supervision committee to supervise and coordinate it ;
The construction of harmonious scenic spot is carried out together .

5 . In order to improve the overall tourism image and influence of scenic spot , this paper puts forward the basic idea of integration of tourism products , the integration of route , the integration of image and the integration of marketing , and puts forward the integrated planning for the protection , monitoring and evaluation methods of tourist resources and environment of scenic spot and the stage goal of human resource development .

6 . In order to provide a brand - new planning method and implementation platform for the future tourism planning , it has a strong theoretical and practical significance for the sustainable development of the scenic spot .

【學(xué)位授予單位】：山東大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F592.7

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