【作者】 刘洁；

【导师】 宋振春；

【作者基本信息】 山东大学 ， 旅游管理（专业学位）， 2023， 硕士

【摘要】 文化是一个国家和民族的灵魂。随着《“十四五”文化旅游发展规划》、《“十四五”文化产业发展规划》相继发布,文旅融合逐渐成为学术研究的重要议题。因而,如何充分有效的利用现有文化资源,提升旅游产品质量,平衡旅游发展带来的目的地经济效益和社会效益是当前新旧动能转换、旅游消费升级的重点。但是,当前少有针对特定历史名人文化旅游资源进行开发分析的研究。故而,本文以孙膑故里鄄城县为案例地,分析当地孙膑文化旅游资源的开发现状,总结现有问题,提出应对策略,既有一定的理论意义,也有助于地方文化旅游资源的可持续发展。在梳理文化旅游资源、历史名人文化旅游资源研究的基础上,结合旅游地生命周期理论和顾客感知价值理论,本文使用SWOT分析对鄄城县孙膑文化旅游资源开发所面临的优势、劣势、机遇和挑战进行了总结。研究结果表明,鄄城县孙膑文化旅游资源开发的(1)优势:地处两省交界,区位优势明显;外部交通发达,城际往来方便;历史资源富足,文化积淀丰厚;地方孙膑文化,影响深远持久。(2)劣势:配套设施不足,内部可达性差;忽视文化内涵,旅游产品单一;未利用好资源,市场营销不足。(3)机遇:文旅融合趋势导向,政策扶持区域辐射;政府重视文旅招商,区域联动协同发展;客源地人口基数大,旅游市场需求旺盛。(4)挑战:地方文化众多,同质竞争激烈;文旅人才缺失,游客需求升级。此外,为避免SWOT分析的主观之嫌,本文通过对游客进行问卷调查,从游客角度补充说明孙膑文化景区资源开发现状,并通过实证分析检验影响孙膑文化景区旅游体验后续行为的因素。运用SPSS 23.0对数据进行描述性统计分析、卡方分析、相关分析和回归分析等,结论如下:(1)对鄄城县孙膑文化景区进行潜在游客和成行游客特征差异分析,结果表示:为促进潜在游客向成行游客的转化,鄄城县应重点关注青年群体、菏泽市周边省份客源市场;并充分利用孙膑的名人效应,将其转化为孙膑文化景区的知名度;增加景区的宣传渠道。(2)旅游偏好分析的结果表示:游客选择景点时考虑因素以人文历史、自然风光为主;游客动机以观光浏览、体验人文、亲子游玩为主,家庭游可作为孙膑文化景区的市场开拓方向;游客心仪景区排序依次为孙膑旅游城、孙膑故里(孙老家村)、孙花园村。(3)游客感知、满意度和后续行为影响关系分析的结果表明,满意度和设施质量感知显著影响游客重游意愿;满意度显著影响游客推荐意愿。(4)分析成行游客对孙膑文化景区的评价,从游客视角发现问题提出建议:缺少文创体验,商客互动不足;知名度待提高,加大宣传力度;扎根孙膑文化,接轨社会故事。基于上述分析所总结的鄄城县孙膑文化旅游资源开发问题,本文从服务提升、产品设计、营销宣传、人才建设等方面提出开发对策如下:(1)注重资金投入,完善基础设施;(2)深入挖掘内涵,完善旅游产品;(3)加强宣传营销,提升品牌知名度;(4)实施跨界合作,打造“孙膑IP”;(5)加强人才培养,壮大队伍建设。本研究在丰富山东地方文化旅游研究,保护、传承与弘扬山东地方优秀历史名人文化,增加地方旅游的文化氛围,丰富旅游产品与服务等方面具有重要意义,也为加强山东省文旅融合提供参考。更多还原

【Abstract】 Culture is the soul of a country and nation.With the publication of The 14th FiveYear Plan for Cultural Tourism Development and The 14th Five-Year Plan for Cultural Industry Development,the integration of culture and tourism has gradually become an important topic in academic research.Therefore,how to make full use of existing cultural resources,improve the quality of tourism products,and balance the economic and social benefits of destinations brought by tourism development is the current focus of the transformation of new and old kinetic energy and the upgrading of tourism consumption.However,there are few existing studies on the development and analysis of cultural tourism resources of specific historical celebrities.Therefore,this article takes Sun Bin’s hometown Juancheng County as a case study site to analyze the development status of local Sun Bin’s cultural tourism resources,summarize the existing problems,and propose countermeasures,which not only have certain theoretical significance but also contribute to the sustainable development of local cultural tourism resources.On the basis of sorting out the research on cultural resource tourism and historical celebrity cultural resource tourism,combined with the theory of tourist destination life cycle theory,and the theory of customer perceived value,this paper used SWOT to analyze the advantages,weaknesses,opportunities,and challenges faced by the Sun Bin cultural tourism attractions.The research results show that the development of Sun Bin cultural tourism resources in Juancheng County has(1)Advantages:It is located at the junction of two provinces,with obvious geographical advantages;developed external transportation,convenient inter-city commute;rich historical resources and cultural accumulation;the influence of Sun Bin culture is profound and lasting.(2)Disadvantages:Insufficient facilities and poor internal accessibility;cultural connotation was ignored and tourism products type is simple;not making good use of resources and poor marketing.(3)Opportunities:Trend-oriented cultural and tourism integration,policy support and regional radiation;the government attaches great importance to cultural and tourism investment promotion,and regional linkage,and coordinated development;tourist source areas have a large population base and strong tourism market demand.(4)Challenges:There are many local cultures,and the homogeneous competition is fierce;there is a shortage of cultural and tourism talents,and tourists’ demand is upgrading.In addition,in order to avoid the subjectivity of SWOT analysis,this paper conducted a questionnaire survey of tourists,further analyze resource development situation from the perspective of tourists,and used empirical analysis to test the factors that affect the behavioral outcomes of Sun Bin’s cultural scenic spot tourist.The paper used SPSS 23.0 to conduct descriptive statistical analysis,Chi-square analysis,correlation analysis and regression analysis.The results are as follows:(1)The characteristics difference between potential tourists and real tourists in the Sun Bin Cultural Scenic Spots in Juancheng County showed that:in order to promote the transform potential tourists into real tourists,Juancheng County should focus on the youth group,the tourist source market focus on the surrounding provinces of Heze City,and make full use of Sun Bin’s celebrity effect to transform it into the popularity of scenic spots;and increase the publicity channels of the scenic spot.(2)The tourism preference results show that tourists’ main considerations are cultural history and natural scenery;tourists’ main purpose are sightseeing,browsing and experiencing humanities;parent-child play can be a new market for Sun Bin cultural scenic spots;the order of tourists’ favorite scenic spots is Sun Bin tourism city,Sun Bin’s hometown(Sun Laojia Village),and Sun Huayuan Village.(3)The relationship between tourist perception,satisfaction and behavioral outcomes shows that satisfaction and facility quality perception significantly affect tourists’ revisit willingness;satisfaction significantly affects tourists’ recommendation willingness.(4)The results of the tourists’evaluation analysis showed the resources development problems and suggestions from the perspective of tourists:Lack of cultural and creative experience,insufficient interaction between service providers and customers;The popularity needs to be improved,and more publicity is required;Takes root in Sun Bin culture and connects with social realities.Based on the above analysis of the problems and deficiencies in the development of Sun Bin cultural tourism resources in Juancheng County,this paper proposed specific development countermeasures from the aspects of service improvement,product design,marketing publicity,and talent construction as follows:(1)Focus on capital investment and improve the foundation service;(2)In-depth excavation of connotation and improvement of tourism products;(3)Strengthen publicity and marketing to enhance brand pupolarity;(4)Implement cross-border cooperation to create "Sun Bin IP";(5)Strengthen talent training and strengthen team building.This study contributed to enrich the research on local cultural tourism in Shandong province,protect,inherit and promote the culture of outstanding local historical celebrities in Shandong province,increase the cultural atmosphere of Shandong tourism,enrich tourism products and services,and provide reference for strengthening the integration of culture and tourism in Shandong Province.更多还原