【作者】 李敏；

【导师】 贾鸿雁； 郑孝清；

【作者基本信息】 东南大学 ， 旅游管理， 2015， 硕士

【摘要】 遗产旅游为世界旅游业创造了新的发展机遇。我国是世界遗产大国,截止目前,已经有47处自然文化遗址和自然景观列入《世界遗产名录》,位列世界第二。但很多景点在申遗成功之后发展后劲不足,症结究竟在哪里?如何更好的实现可持续发展?对这些问题的研究剖析,有助于厘清我国遗产旅游的发展脉络,调整发展战略,使其重新焕发勃勃生机、实现健康发展。本文以南京目前唯一的世界文化遗产明孝陵作为研究对象,首次运用“波特五力模型”、“ASEB栅格分析法”,分别从明孝陵景区发展的市场竞争环境和游客体验的角度,深入剖析其发展中存在的问题和原因,研究结果表明：(1)就市场竞争角度而言,明孝陵景区目前的竞争压力主要来自于行业内竞争、替代品威胁和供应商议价能力。放眼全国,明清皇家陵寝数量较多,明孝陵没有显著优势；同时,该景区受到毗邻中山陵景区的“形象遮蔽”；另一方面,景区内的旅游要素供应商自营数量占比较低,议价能力相应较低,制约其旅游产业发展。(2)从游客体验角度出发,通过深度访谈和问卷调查,游客对景区的总体满意度较高,且有较高的重游意愿和推荐意愿。不满意的方面集中在：配套服务不健全、体验活动不丰富、指示系统不完善、讲解导览不新颖、客流调控不系统、门票价格不灵活、文物保护不全面、景区游线不清晰和营销推介不到位。(3)宄析上述问题的原因,主要是景区管养压力大、经营发展难度大、观念转变创新难。明孝陵景区隶属钟山风景名胜区(中山陵园),其开发建设、经营管理受到严格限制。且该景区的门票执行政府定价或政府指导价,不可随意调整。作为事业体制管理下的景区,市场活力还有所欠缺。基于以上分析,本文针对性地提出了明孝陵景区的发展战略,即通过品牌化战略、差异化战略、一体化战略来应对市场竞争；通过创新产品开发、重视服务管理、整合营销传播等方式提升游客体验,并根据景区实际,提出了实施战略的3项保障措施,分别是：创新旅游管理体制、强化景区资源保护、加强旅游人才培养。更多还原

【Abstract】 Various subsequent development problems have gradually appeared in the cultural or natural properties after they were accepted as the world heritage.Xiaoling Tomb of the Ming Dynasty in Nanjing, a world cultural heritage site, is taken as the research object. Basing on related domestic and foreign documents and researches on world cultural heritage tourism and tourism development strategy, "Porter’s five forces model" and "ASEB method" is used to analyze the problems in the development of Xiaoling Tomb from the angles of the market competition environment and tourist experience. Development strategic objectives and development strategies for tourism of Xiaoling Tomb are put forward at last.The results show that:(1) In terms of market competition, the main competition pressure faced by Xiaoling Tomb Scenic Area in Nanjing comes from competitors in the tourism industry, threat from substitutes and suppliers’bargaining power at present. Among the large number of imperial mausoleums of The Ming and Qing Dynasties across the country, Xiaoling Tomb in Nanjing has no significant advantage. Meanwhile, the scenic area is adjacent to Dr. Sun Yat-sen’s Mausoleum, which is more famous and attractive than Xiaoling Tomb. Moreover, self-run tourism elements suppliers account a low percentage in the scenic area, and correspondingly, their bargaining power is weak, which restrict the development of tourism industry in the scenic area.(2) From the point of view of tourist experience, both in-depth interviews and questionnaire surveys carried out by the scenic area show that the overall tourist satisfaction degree is high, and more of them are willing to revisit the scenic area and recommend it to others. The unsatisfactory points focus on:imperfect supporting services, poor experiential activities, defective information system, boring interpretation and guiding services, inefficient traffic control system, inflexible ticket pricing, incomplete protection for cultural relics, unclear touring routes and weak marketing promotion.(3) Great pressure on management and maintenance of the scenic area, difficulty in business development as well as difficulty in the transformation of concept and innovation may be the main causes of the above problems. Xiaoling Tomb Scenic Area belongs to Zhongshan Mountain Scenic Area (Dr. Sun Yat-sen’s Mausoleum Scenic Area). Its development, construction, business and management are strictly controlled. Its tickets, subject to government pricing or government guidance, cannot be adjusted freely. As an organization under institutional management, the scenic area lacks market dynamics.Basing on the above analysis, development strategies are put forward for Xiaoling Tomb Scenic Area:to cope with market competition through brand strategy, differentiation strategy and integration strategy; to improve tourist experience through innovative product development, better service management and integrative marketing communications. Three measures are then given to ensure implementation of the strategies, namely, innovating tourism management system, strengthening resources protection in the scenic area, and strengthening the cultivation of tourism talents.更多还原