【摘要】：襄陽擁有厚重的歷史文化，是十分有價值的旅游資源，但是近十年來，較之周邊部分縣市旅游業(yè)的迅速發(fā)展，襄陽旅游業(yè)的發(fā)展卻表現得步履蹣跚、止步不前，差距在不斷拉大。 站在歷史文化旅游的角度上，厘清襄陽歷史文化遺存，重新包裝旅游產品、開發(fā)襄陽旅游新產品，是一件很有意義的事情。本研究通過對襄陽周邊主要競爭對手武漢、宜昌、神農架、十堰、荊州、南陽相關聯(lián)旅游資源盤點，尋找突破點和合作處，促進襄陽歷史文化旅游形成新的有影響力景點和景點組合，甚至與部分地區(qū)形成戰(zhàn)略同盟，擰成合力，放大襄陽歷史文化旅游產品經濟價值和文化宣傳價值，起到揚長避短作用。同時，啟用新時期新的營銷手法，為襄陽歷史文化旅游推廣指明方向，借重新媒體，提出新的營銷組合方案。 本文在結構上主要分為四個部分，第一部分為第一章的緒論，介紹了研究的目的和意義，以及實現路徑；第二部分為第二章，主要是從人、事、物三個維度盤點襄陽的歷史文化遺產；第三部分為第三和第四章，主要介紹了周邊地市的旅游產品優(yōu)勢，并提出揚長避短手法，，同時結合自身資源特點，開發(fā)新產品；第四部分為第五章，主要介紹了實用的營銷手法，并與襄陽旅游的部分特點結合起來，形成促推襄陽旅游業(yè)發(fā)展的措施。希望能對襄陽旅游業(yè)發(fā)展有一定裨益。
[Abstract]:Xiangyang, with its heavy history and culture, is a very valuable tourist resource, but in the past decade, compared with the rapid development of tourism in some surrounding counties and cities, the development of Xiangyang's tourism industry has been staggering and not moving forward. The gap is widening. From the point of view of historical and cultural tourism, it is of great significance to clarify the historical and cultural relics of Xiangyang, repackage tourism products and develop new tourism products in Xiangyang. In this study, the main competitors around Xiangyang Wuhan, Yichang, Shennongjia, Shiyan, Jingzhou, Nanyang related tourism resources inventory, looking for breakthrough points and cooperation offices. To promote Xiangyang's historical and cultural tourism to form a new combination of influential scenic spots and scenic spots, and even to form strategic alliances with parts of the region, to form a joint force to enlarge the economic value and cultural propaganda value of Xiangyang's historical and cultural tourism products. Play the role of strengthening strengths and avoiding weaknesses. At the same time, using the new marketing methods in the new period, pointing out the direction for the promotion of Xiangyang's historical and cultural tourism, and putting forward a new marketing mix scheme by re-media. The structure of this paper is divided into four parts, the first part is the introduction of the first chapter, introduces the purpose and significance of the study, as well as the realization path; The second part is the second chapter, which mainly counts Xiangyang's historical and cultural heritage from three dimensions: people, affairs and objects. The third part is the third and the fourth chapter, which mainly introduces the advantages of the tourism products of the surrounding cities, and puts forward the methods of strengthening the strengths and avoiding the weaknesses. At the same time, combined with the characteristics of its own resources, it develops new products; The fourth part is the fifth chapter, which mainly introduces the practical marketing methods, and combines with some characteristics of Xiangyang tourism to form the measures to promote the development of Xiangyang tourism. Hope to be able to Xiangyang tourism development has a certain benefit.
【學位授予單位】：中南民族大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F592.7

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