网络化：我国度假旅游的选择

【作者】 王崧；

【导师】 丁力； 周玲强；

【作者基本信息】 浙江大学 ， 旅游管理， 2002， 硕士

【摘要】 在国际上，度假旅游已经是一种比较成熟的旅游活动。度假旅游不是观光旅游的替代产品，但它是在一定社会经济水平之上产生的，从本文的研究来看，度假旅游的发展要比观光旅游的发展更加复杂、更加科学。发展度假旅游有助于改善我国现有的旅游产品结构，壮大国内旅游市场，有利于旅游业的可持续发展，同时也丰富了居民的休闲活动，提高了居民的生活质量。 我国的度假旅游从二十世纪九十年代初期起步，然而经过十几年的发展，结果并非如人所愿。没有充分认识度假旅游休闲的本质和理念特征、消费者特征以及营销特征，是导致度假旅游的发展陷入误区的主要原因。由于度假旅游和观光旅游存在较大差异，所以度假旅游的发展不能照搬观光旅游的发展道路。通过网络化的发展，采用联盟的组织形式来创造大规模的度假产品供给体系，也许是一种较为理想的方式。 本文从度假旅游的概念入手，通过对我国度假旅游发展现状的调查，揭示度假旅游的本质和特征，在对现行的一些度假旅游模式的实证研究基础上，结合我国国情，提出一个发展度假旅游的新思路。全文共分四部分。第一部分是基本概述。界定度假旅游的概念，阐述度假旅游的休闲本质以及休闲的内涵，推究度假旅游的理念特征、消费者特征以及营销特征，预测度假旅游发展的趋势，为发展度假旅游奠定理论基础。第二部分是我国度假旅游的现状分析。分析我国度假旅游的宏观现状，研究我国度假旅游者的特点与差异，寻找我国度假旅游发展的症结。第三部分是实证研究。通过对目前开发度假旅游产品具有典型性的公司(北京中安达和桐庐新恒基健康世界)的访谈，结合我国国情对现行的一些方式做出客观的评价。第四部分提出我国发展度假旅游的选择——网络化发展，在理论分析的基础上，提出网络化发展的新思路——“联盟+俱乐部”的形式。更多还原

【Abstract】 Vacation tourism is a kind of mature product in the world. It is not the substitution of sightseeing, but actually it developed from a certain standard of economic, which implies the development of vacation tourism is more complicated than that of sightseeing tourism. Developing vocation tourism is useful to ameliorate the structure of tourism product of China, expands inner tourism market and promotes sustainable development of tourism. It can also richen the leisure of resident and improve their living quality.Vocation tourism of our country began from the early 1 990s, but the result was not so good during these years. The essential reason is that we do not understand the essence of vacation tourism and the characteristic of vacation theory, tourists and marketing, so that the development gets into a hobble. Accordingly, the way of development of vacation tourism cannot follow that of sightseeing, so this thesis creates an ideal way which is massive supply system by adapting alliance style.From the analysis of the concept of vacation tourism, this thesis puts forward a new way of vacation tourism development on the base of the survey of it in china. This thesis is divided into four parts. In the first part, it defines the concept of vacation tourism, exclaims the leisure, and analyzes the characteristic of theory, tourists and marketing, then forecasts the trend of it. In part two, it analyzes the macro current situation, studies the characteristic and difference of vazation tourists in China, and searches the crucial point of the development of vacation tourism. In part three, in order to make some external evaluation, the author surveyed some representative companies. lii the last part, the author sets force the choice of vacation tourism development that is network operation, and the breakthrough of network operation is "alliance and club" basing on the theoretic analysis.更多还原