万绿湖生态旅游市场研究

【作者】 徐洋；

【导师】 甘巧林；

【作者基本信息】 华南师范大学 ， 人文地理学， 2005， 硕士

【摘要】 万绿湖的生态旅游发展,从96年到至今,已经经历了十年的发展历程。但其无论从旅游景点的开发建设,旅游服务接待设施的完善和旅游客源的增长几个方面来看,发展都是迟缓的。旅游对环境的负面影响已经是被政界、学界和管理界深刻意识到的一个问题,万绿湖作为深港的水源地,这种危机意识更高。如何控制这种负面影响,能否真正地实现旅游与环境的协调发展,如何在环境允许的范围内进行市场拓展,成为解决万绿湖生态旅游能否存活的关键所在。 本文以生态容量为前提,以市场为主线,探讨了实现生态旅游与环境保护协调发展的管理模式,同时对万绿湖的游客进行了详细的调查,总结出目前万绿湖生态旅游者的特征,并对目标市场做了详尽的分析,提出了行之有效的营销策略。 通过研究得出以下结论:第一,万绿湖的生态旅游是属于“强监督、强监管”的管理模式。万绿湖的水质问题受到中央政府、香港特别行政区政府、广东省政府的高度重视,强监督属性鲜明,在如此高压的监督机制下,河源市政府及相关部门必将采取强监管的管理体制,以保障高标准水质;第二,“库内游玩、库外消费”的发展战略是万绿湖生态旅游可持续发展的保障。通过对万绿湖生态旅游区游客规模的估计,计算该规模下游客对环境的影响,结果表明“库内游玩、库外消费”的策略可以保障旅游行为对环境的影响可以控制在一个可接受的尺度范围内;第三,万绿湖生态旅游的品牌意识强,但旅游产品种类单一,需要进一步多元化。作为华南第一大人工水库,加上一级地表水的水质,使万绿湖的旅游资源在华南地区具有了鲜明的独特性,在旅游开发的过程中自然资源运用得当,但人文资源开发不足;第四,通过对生态旅游游客的调查和统计分析表明,生态旅游者的生态属性不鲜明,具有较强的任意性和随机性。万绿湖的生态旅游者同传统的大众旅游者相比,界限还不鲜明,生态旅游者的生态意识还处于一种原发状态,如何将原发转为自发,还需要一种引导的意识和接受的过程;第五,生态旅游营销不仅仅要紧密结合旅游资源和旅游产品,更要同科技、人文紧密联系。 以上研究只是对生态旅游市场研究的开始,还有许多问题有待进一步探讨,如生态旅游产品的开发与规划,怎样培育生态游客,生态旅游与环境保护协调发展的模式种类等。更多还原

【Abstract】 There are ten years ecotourism developing history in Evergreen Lake from 1996 until now. No matter what the construction of the landscape and the conception, or the increase of tourists are also slow. It is well know by the government, the research and the manager that tourism has a negative impact on environment. The Evergreen Lake should have ability to handle crisis as the water head site. How to control the negative impact? How to make every effort to the development of ecotourism and the protection of environment? These points become the key points about the ecotourism in Evergreen Lake.This article discussed the mode of ecotourism development based on the ecological capacity. And have a amply research on ecotourists, summarize the character of ecotourism, analysis the target market —the pearl river delta ,and designs a marketing strategy for the ecotourism.According to the research, we can draw the following conclusions. The first, the Evergreen Lake is under the heave superintendence and management of the government. The second, the developing strategy of "tour in, consume out" is the guarantee of sustainable development. Under such strategy, we forecast the max amount of ecotourists, calculate morality of CODcr, BOD₅, TP and TN. The result is permitted. The third, Evergreen Lake own a famous brand, however, the products of tourism are simple. It needs more kinds of design to extend tourism activities into disparate fields. The fourth, according to the research on the ecotourists, then give a analysis about the characters. There is little difference between the traditional tourists and ecotourist. Ecotourism is still a stochastic process and the awareness of ecology is weakness. The ecological market need more cultivated. The fifth, the marketing of ecotourism is not only concentrated on the ecological resource and tourism products, but also the technology and culture are closely related.All the research is only the beginning of ecological market. There are still many questions waiting to solve. Such as the ecotourism product developped and planed, how to cultivate ecoturists, how to make every effort to foster the harmonious expansion of tourism developing and environment protected.更多还原