本文選題：旅游業(yè) + 發(fā)展戰(zhàn)略�。� 參考：《揚(yáng)州大學(xué)》2013年碩士論文

【摘要】：旅游業(yè)是全球第一大產(chǎn)業(yè),發(fā)達(dá)國家旅游業(yè)增加值占本國GDP比重一般都在10%以上,旅游業(yè)越來越成為經(jīng)濟(jì)增長的新引擎。當(dāng)前我國旅游業(yè)發(fā)展前景廣闊,已經(jīng)進(jìn)入了大眾化、產(chǎn)業(yè)化發(fā)展的新階段,既處于新一輪黃金發(fā)展期,又處于轉(zhuǎn)變發(fā)展方式的關(guān)鍵時(shí)期。2009年國務(wù)院41號(hào)文件《關(guān)于加快發(fā)展旅游業(yè)的意見》出臺(tái)后,20多個(gè)省(市、區(qū))提出把旅游業(yè)作為支柱產(chǎn)業(yè)、服務(wù)業(yè)龍頭產(chǎn)業(yè)來發(fā)展,我國旅游業(yè)進(jìn)入了競相加速發(fā)展的重要?dú)v史時(shí)期。 揚(yáng)州邗江區(qū)歷史文化悠久,具有一定發(fā)展的旅游資源和產(chǎn)業(yè)基礎(chǔ),在“十二五”規(guī)劃中也把旅游業(yè)作為現(xiàn)代服務(wù)業(yè)發(fā)展的重要方向,給予了足夠的支持和重視。但受制于體制、投入、運(yùn)作模式等多方面因素影響,仍然存在旅游規(guī)模不大、旅游氛圍不濃等問題。本文從政府公共管理、產(chǎn)業(yè)經(jīng)濟(jì)學(xué)的角度出發(fā),結(jié)合旅游生命地周期理論、競爭力等理論,對(duì)邗江旅游業(yè)發(fā)展的路徑和對(duì)策進(jìn)行了深入研究。本文首先對(duì)國內(nèi)外戰(zhàn)略管理、旅游產(chǎn)業(yè)發(fā)展研究成果、主要理論進(jìn)行了回顧。隨后利用客源市場分析工具對(duì)邗江旅游市場的特點(diǎn)和現(xiàn)狀進(jìn)行綜合分析,同時(shí)介紹了常州武進(jìn)、泰州姜堰溱湖旅游業(yè)發(fā)展成效和具體舉措。本文采用SWOT分析工具研究了邗江旅游發(fā)展的內(nèi)部優(yōu)勢劣勢、外部機(jī)遇挑戰(zhàn),并提出了要應(yīng)采取優(yōu)勢——挑戰(zhàn)(ST)戰(zhàn)略的看法。在基礎(chǔ)上對(duì)旅游發(fā)展的戰(zhàn)略定位、戰(zhàn)略原則、戰(zhàn)略重點(diǎn)以及政府推動(dòng)旅游產(chǎn)業(yè)的措施和辦法進(jìn)行了研究。本文的初步結(jié)論：要按照邗江旅游正處于快速發(fā)展期的戰(zhàn)略定位,以實(shí)施人文歷史戰(zhàn)略、圍繞揚(yáng)州戰(zhàn)略、長江運(yùn)河戰(zhàn)略為具體戰(zhàn)略,大力發(fā)展文化體驗(yàn)、都市娛樂、鄉(xiāng)村休閑三大產(chǎn)業(yè)。按照“政府主導(dǎo),規(guī)劃先行,項(xiàng)目帶動(dòng),共同發(fā)展”的原則,重點(diǎn)圍繞文化旅游、鄉(xiāng)村旅游兩大主題,開發(fā)好瓜洲、沿湖兩大旅游集聚區(qū),同時(shí)通過加大政策扶持力度、優(yōu)化旅游產(chǎn)品和產(chǎn)業(yè)結(jié)構(gòu)、整合旅游消費(fèi)要素、開展精準(zhǔn)營銷等措施,實(shí)現(xiàn)旅游產(chǎn)業(yè)的快速穩(wěn)定發(fā)展。
[Abstract]:Tourism is the largest industry in the world. The proportion of tourism value added in developed countries is generally more than 10% of GDP. Tourism is becoming a new engine of economic growth. At present, China's tourism industry has broad prospects for development and has entered a new stage of popular and industrialized development, which is now in a new golden development period. In 2009, the State Council document 41, "opinions on speeding up the Development of Tourism", came into being, and more than 20 provinces (municipalities and districts) proposed to develop tourism as a pillar industry and as a leading industry in the service industry after the publication of the document "opinions on speeding up the Development of Tourism" in 2009. China's tourism industry has entered an important historical period of competitive and accelerating development. Hanjiang District of Yangzhou has a long history and culture, and has a certain development of tourism resources and industrial basis. In the 12th Five-Year Plan, tourism is also regarded as an important direction of the development of modern service industry, which has been given sufficient support and attention. However, limited by the system, investment, operation mode and other factors, there are still some problems such as the small scale of tourism and the lack of tourism atmosphere. From the point of view of government public management and industrial economics, combined with the theory of tourism life cycle and competitiveness, this paper makes an in-depth study on the path and countermeasures of tourism development in Hanjiang. In this paper, the domestic and foreign strategic management, tourism industry development research results, the main theories are reviewed. Then the characteristics and present situation of Hanjiang tourist market are analyzed by using the tourist market analysis tools, and the development results and concrete measures of Changzhou Wujin and Taizhou Jiangyan Qinthu Lake tourism are introduced at the same time. This paper studies the internal advantages and disadvantages, external opportunities and challenges of tourism development in Hanjiang by using SWOT analysis tools, and puts forward the view that we should adopt the strategy of advantage and challenge. On the basis of this, the paper studies the strategic orientation, the strategic principles, the strategic emphases and the measures and methods of the government to promote the tourism industry. The preliminary conclusion of this paper is: according to the strategic orientation that Hanjiang tourism is in the period of rapid development, to implement the strategy of humanities and history, to focus on the strategy of Yangzhou and the strategy of the Yangtze River Canal as the specific strategy, to vigorously develop cultural experience, urban entertainment, Rural leisure three industries. In accordance with the principle of "government-led, planning first, project-driven, and common development", the two major themes of cultural tourism and rural tourism should be focused on, and Guazhou and the two major tourist agglomeration areas along the lake should be developed well, and at the same time through increased policy support, In order to realize the rapid and stable development of tourism industry, we should optimize the structure of tourism products and industries, integrate the factors of tourism consumption, and carry out accurate marketing.
【學(xué)位授予單位】：揚(yáng)州大學(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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