针对国际入境市场的山东省旅游产品开发研究

【作者】 黄洁；

【导师】 王德刚；

【作者基本信息】 山东大学 ， 旅游管理， 2005， 硕士

【摘要】 中国的旅游业同中国其他行业一样,自1978年改革开放以来经历了开始到快速发展的历程。而国际入境旅游由于在促进中外人民文化的交流、增加外汇、促进就业等方面的显著效果备受瞩目。山东省是资源和经济大省,入境旅游的发展现状和在全国的地位却一直不理想。本文针对山东省国际入境旅游的现状,通过对山东省入境旅游市场特征的深入分析,结合国际游客的消费趋势的研究,对山东省国际入境市场进行细分,并提出山东省旅游产品开发的新思路和重点产品开发的实施策略,以更好的促进山东省国际入境旅游的发展。文章的主要框架分为四部分: 第一部分:旅游产品和旅游产品开发的有关概念和理论,为针对山东省入境市场的旅游产品的深入开发提供理论依据。 第二部分:山东省国际入境旅游及旅游产品开发现状。首先分析了山东省的自然环境和社会经济情况等区域背景,其次系统评价了山东省的旅游资源基础,然后对山东省入境旅游的现状以及针对国际入境市场的旅游产品开发现状做了总结,最后着重研究了目前旅游产品开发存在的问题。 第三部分:山东省国际入境旅游市场特征分析和目标市场的选择。在对山东省入境游客的区域构成、客源国构成、月度分布、入境旅游游客目的地地区分布、入境旅游外汇收入构成和旅游者行为特征分析的基础上,结合目前国际旅游需求的发展趋势,对山东省旅游客源市场进行细分,最后对其目标市场做了合理的定位。 第四部分:针对山东省国际入境市场的旅游产品开发的新思路,是本文的核心内容。首先根据山东省入境旅游的发展需要提出旅游产品开发的目标;其次结合国际旅游发展趋势和山东省国际入境旅游细分市场的情况以及旅游产品的开发现状,指出旅游产品开发的思路;再次提出针对入境旅游市场的重点旅游产品开发实施策略以及产品组合与促销的新思路;最后对旅游产品开发的顺利实施需要的支持保障体系做了具体的要求。更多还原

【Abstract】 Tourist industry of China the same as other Chinese trades, does it begin the fast-developing course since reform and opening-up of 1978. And the international inbound tourism receives much concern because of the remarkable result in improving the exchange of Chinese and foreign culture, increasing foreign currency, and promoting employment etc. Shandong is a large province in the resource and economy, but the current situation of the development in the inbound tourism and position in the whole country has been unsatisfactory all the time. This paper has carried on careful research to the characteristic of inbound tourist market of Shandong and international visitors’ consumption trend. It also subdivides the international inbound market of Shandong, propose the product development implementation tactics of new thinking and key product development of the tourism of Shandong. This will promote the development of inbound tourism of Shandong. The paper’s outline is as follows:Part one is mainly about relevant concepts and theories about the tourism product and product development. This offers the theoretical foundation for the development of product of the international market of Shandong.Part two of the paper analyses the current situation of international inbound tourism of Shandong and tourism product development. It has analyzed such regional backgrounds as the natural environment of Shandong and social economic conditions, etc. at first. Secondly it has appraised the tourism resources foundation of Shandong systematically. And then it made the summary to current situation against international inbound tourism and product development. Finally it studied the existing problem of the product development.Part three is about the characteristic analysis of international inbound tourism market of Shandong and choice of the goal market. At first form inbound tourist’s area of Shandong, the guest source country forms, monthly distribution, distribution of inbound tourist’s destination area, the inbound tourism exchange revenue is formed with such making statistics and analysis as tourist’s behavior characteristic, etc. Finally it has subdivided the tourist’s market of Shandong inbound tourism and done the rational localization to its goal market.Part four is the main body of this paper, concerning to new thinking of how the inbound tourism products are developed thoroughly. Goal of developing thoroughly of tourist product is put forward according to the needs of development of the inboundtourism of Shandong firstly; Secondly the thinking about the development of the tourism products thoroughly is pointed out according to preceding research. And then it is about the implement tactics to key tourism product development of the international market and how to make the products up and promotion. The concrete demand is put forward in supporting system needed in smooth implementation that is developed thoroughly for the tourism products finally.更多还原