摘要
21世纪以来,我国正从世界旅游资源大国向旅游强国转变,旅游消费市场不断升级,旅游经济也随之成为了我国市场经济十分重要的组成部分。旅游经济是旅游活动商品化的市场经济,是釆用商品形式所形成的游客和旅游经营者之间的需求和供给关系。旅游商品开发经营是旅游经济活动中的一个重要内容,是区域旅游经济的重要增长点,也是优化目的地旅游经济结构的重要内容。所以,对旅游商品的研宄尤其是对某一地区旅游商品开发进行针对性的研宄,是非常有必要的。
本文应用文献分析法、案例分析法、问卷调查法和统计分析法等方法,在阐述旅游商品基础知识和相关理论的基础上,分析了大理白族聚居区旅游商品开发的现状。然后针对问卷收集和初步统计情况,对问卷进行具体分析,找出了大理白族聚居区旅游商品发展面临的问题:开发力度薄弱,商品同质化严重;旅游商品的性价比不高,购物环境有待改善;旅游商品宣传不够;旅游商品幵发经营从业人员综合素质不高;游客感知价值不高,满意度有待提升。最后,提出了大理白族聚居区旅游商品开发的对策建议:突出旅游商品开发特色与质量;解决旅游商品性价比和购物环境问题;加快旅游商品开发经营人才开发步伐;开发体验性旅游商品,提升顾客满意度和感知价值。论文的创新性在于,基于大理白族聚居区的特殊地域性与民族性,探讨了旅游商品开发的现状及策略。本文旨在通过研宂,为大理白族聚居区旅游商品开发提供针对性的建议,为其他少数民族地区旅游商品开发提供一些借鉴。
关键词:大理白族聚居区;旅游商品;开发对策
ABSTRACT
Since the 21st Century, our county has changing from the world tourism resourcecountry to a great tourism power, tourism consumption market continuously upgrade, tourismeconomy has become an important part of China's market economy. Tourism economy ismarket economy that tourism commodity, which is the demand and supply relationshipformed between the commodity form of tourists and tourism operators. The management anddevelopment of tourism commodities is an important content of tourism in the economicactivity,is an important growth point of regional economy, also an important part ofoptimizing the destination tourism economic structure. So the research of tourist commoditiesespecially targeted research for the development of tourist commodities in a certain area of isvery necessary.
The literature analysis, case analysis,questionnaire survey and statistical analysismethod are applied in this paper,based on expounding the basic knowledge of tourismproducts and related theories, the paper analyzes the current situation of the development oftourist commodities of Dali Bai nationality ghetto. Then according to the questionnaire andpreliminary statistics, makes a concrete analysis of the questionnaire, find out the issues thattourism product development of Dali Bai nationality ghetto: development is weak, producthomogenization serious; tourism commodity price is not high, shopping environment needs tobe improved; tourism commodity propaganda is not enough; the development of touristcommodities management jobholders overall quality is not high. The perceived value oftourists is not high, satisfaction needs to be promoted. Finally, puts forward somecountermeasures and suggestions on the development of tourist commodities in Dali:
Highlight the features and quality of the development of tourism commodities; to solve theproblems of cost performance and shopping environment; to accelerate the pace of talentdevelopment of tourism commodities; to develop experiential tourism products, to improvecustomer satisfaction and perceived value. The innovation of this paper is it based on thespecial localization and national characteristic of Dali Bai nationality ghetto, discussed thepresent situation and the strategy of development countermeasures of tourism commodity.
Through tiie research, this paper aims to provide specific guidance for the development oftourist commodities of Dali Bai nationality ghetto,and to provide some references for thedevelopment of tourism commodities other eflinic minority areas.
Key words: Dali Bai nationality ghetto; Tourism commodity; Development countermeasures
目录
摘要
ABSTRACT
1 绪论
1.1研究背景与目的
l.1.1研宄背景
1.1.2研宄意义
1.2国内外研究综述
1.2.1国外研宄现状
1.2.2国内研究现状
1.2.3国内外研宄述评
1.3研宄方法与创新
1.3.1研究方法
1.3.2创新点
1.4研究内容及结构安排
2相关理论概述
2.1旅游商品的概念和类型
2.2旅游商品开发的原则和内容
2.3理论基础
2.3.1游客感知理论
2.3.2消费者行为理论
2.3.3需求层次理论
2.3.4创新理论
3大理白族聚居区旅游商品开发现状
3.1大理白族聚居区旅游商品的幵发现状
3.2旅游商品销售场所
3.3旅游商品开发的特征
4大理白族聚居区旅游商品市场调查与问题分析
4.1调查对象与问卷设计
4.2大理白族聚居区旅游商品消费市场分析
4.3大理白族聚居区旅游商品幵发面临的问题
4.3.1开发力度薄弱,商品同质化严重
4.3.2旅游商品的性价比不高,购物环境有待改善
4.3.3旅游商品宣传不够
4.3.4旅游商品开发经营从业人员综合素质不高
4.3.5游客感知价值不高,满意度有待提升
5大理白族聚居区旅游商品开发的对策建议
5.1突出旅游商品开发特色与质量
5.1.1设计注重与民俗特色、民族文化相融合
5.1.2幵发具有大理特色的旅游商品
5.1.3注重提升旅游商品的质量
5.2解决旅游商品性价比和购物环境问题
5.2.1提高旅游商品的性价比
5.2.2优化购物环境
5.3加大旅游商品宣传力度
5.3.1加强网络营销渠道建设
5.3.2强化与其他旅游服务要素的营销结合促进旅游商品宣传
5.3.3开展与旅游商品开发设计相关的赛事活动
5.4加快旅游商品开发经营人才开发步伐
5.4.1加强旅游商品专业教育和人才培养
5.4.2加强旅游商品的职业培训
5.5开发体验性旅游商品,提升顾客满意度和感知价值
6总结与展望
6.1主要研宄结论
6.2研宄不足与展望
参考文献
致谢
