【作者】 严岗；

【导师】 石应平；

【作者基本信息】 四川大学 ， 旅游管理， 2003， 硕士

【摘要】 旅游产品作为旅游业存在与发展的基本物质基础，它的结构、品种、数量和质量等必将直接影响着这个行业的兴衰和地区旅游业的发展。为了实现我国旅游业的可持续发展，国家旅游局在中国旅游发展战略明确地提出我国旅游产品发展的三种基本模式，即东部地区上水平，出精品，走内涵式发展之路；中部地区上规模，出特品，在外延式扩大的同时突出产品特色；西部地区上开发，出精品。建设世界级的旅游绝品，尤其是一些跨越多个西部省区的顶级旅游产品，如茶马古道、丝绸之路等，将是西部旅游业发展的一个主要战略方向。与东部或中部地区相比，西部地区的旅游产品开发不仅存在一些共同的问题，如开发各自为政、重复建设、资源浪费等，而且由于地域辽阔、资源分散、经济落后等原因，其产品开发的周期更长、难度更大。因此，为了实现中国旅游业和西部旅游业的可持续发展，必须要探索一条适应于新形势下西部地区旅游发展实际情况的产品开发道路。 因此，论文首先在界定了基本概念(如旅游、旅游产品)、并对旅游产品开发的有关理论进行整理比较的基础上，提出对跨区域旅游产品开发进行研究的必要性。 其次，论文对跨区域旅游产品开发进行了初步的探讨，分析了跨区域旅游产品的概念、特征、开发的有利条件，抓住跨区域开发中的几个主要矛盾，提出了开发中要着重解决的几个问题。 然后，论文对跨区域旅游产品开发体系进行了较为深入的研究，分析了跨区域旅游产品开发体系的概念、框架；提出了几个基本的开发原则；讨论了开发的基础—开发布局设计;最后根据相关理论(如区位理论、增长极理论、外部性理论等)，对跨区域旅游产品开发的思路进行了探讨，如开发设计跨区域旅游产品体系、构建政府主导和企业化运作相结合的营销模式、构建旅游产品经营组织、设计旅游开发支持体系. 最后，以典型的跨区域旅游产品—茶马古道的旅游开发为例，运用跨区域旅游产品开发体系研究的成果，在分析了茶马古道旅游开发现状的基础上，攀出了茶马古道旅游开发的原则，设计了茶马古道旅游开发的布局，并对茶马古道旅游产品体系、政府主导与企业化运作结合的营销模式、产品经营组织、开发支持体系进行了相应的设计或构建。更多还原

【Abstract】 As the fundamental material base of the tourism industry, the framework, variety, quantity and quality of the tourism product would have an immediate impact on the life cycle of the regional tourism. In order to realize the sustainable development of China tourism, Nation Bureau of Tourism has brought up three main modes of the tourism product in the strategy of China tourism: the brand strategy for the east, the scale strategy for the central and the first class strategy for the west. The first class strategy intends to develop some trans-region tourism product of first class, such as the Silk Road and the Ancient Road for Trade of Tea & Horses. Compared with the east and the central, the development of the tourism product in the west but only has some problems in common, but also has some different ones. The broad region, the scattered resource and the less developed economy all make the development of the tourism product difficult. Therefore, a way that fit in with the west and directs the product development should be discussed for the realization of the sustainable development of China tourism and the West tourism.Hence, this paper firstly brings forward the necessity of the development for the trans-region tourism product (T.T.P.), based on the analyzing of the basic concept (Tour, Tourism Product) and the related theories of the development of the tourism product.Secondly, the development of T.T.P. is analyzed in first step. It analyzes the concept and feature of the T.T.P., the advantaged condition for the development. And it grasps some main contradiction to give some problems should be solved.Thirdly, it analyzes the system of the T.T.P development in detail. It discusses the concept and the frame of the system, put forward some principles for the development, studies the base of thedevelopment (the design of the layout). Last of all, by using the related theories, the processes of the development are studied and analyzed, including the design of the product series, the construction of the marketing mode, the construction of the enterprise, the design of the supporting system.Finally, a case study has been done as the development of the Ancient Road for Trade of Tea & Horses. By using the conclusion of the former, this paper studied the tourism product development of the Ancient Road for Trade of Tea & Horses. On the base of analysis of the Ancient Road for Trade of Tea & Horses, it gives some principles and designs the layout of the development. Eventually, the design of the product series, the construction of the marketing mode, the construction of the enterprise, the designs of the supporting system are made.更多还原