【作者】 孟颖；

【导师】 孙平；

【作者基本信息】 山东大学 ， MBA（专业学位）， 2021， 硕士

【摘要】 近年来,旅游逐渐成为国民常态化消费,国内旅游市场持续保持在8%以上的高速增长,2019年全年国内游客更是达到60.1亿人次,旅游景区作为旅游者出游的主要目的地,遇到了前所未有的发展机遇,2018年,国内A级景区总数达到11924个,其中5A景区数量达到259个。本文所选取的WJGG景区作为其中一员,在不断发展的同时面临极大的竞争压力:一方面人们对旅游的需求已经从量的累计变成质的提升;另一方面,旅游景区之间的竞争也逐渐白热化。如何理顺景区经营的商业模式,提供更多更优质的旅游产品,文旅融合是国家层面给出的指导。本文通过对WJGG景区这个将文旅融合意识贯穿于景区设计开发始终,能将现有生态和文化资源进行较好融合拓展,并具有一定传播力和美誉度的旅游景区外部环境和内部环境的分析,梳理出景区经营的商业模式要素,并通过商业模式画布展现出来,找出其商业模式中存在的问题和不足,从商业模式四个层面提出创新方案。从而试图探索出一条适合资源禀赋较为一般的旅游目的地和旅游景区开发、运营的商业模式,并从景区角度侧面反应文旅融合发展过程中出现的商业模式,主要是价值主张、经营路径等方面的欠缺和不足,推动我国文旅融合在景区方面的建设与完善。本文首先运用文献研究法,通过对相关理论知识和文献资料地大量阅读,对产品生命周期、动态能力、创新等理论知识以及三者之间的关系进行了综合梳理,对商业模式、文旅融合等在概念定义、构成要素、内在逻辑等方面做了界定和分析;运用案例研究法、比较分析法、访谈法等常用方法,利用PEST分析、波特五力模型、竞争分析方格、行业竞争群组分析和SWOT分析等工具对WJGG景区外部环境和内部环境进行了全面的解读和分析;运用访谈法、问卷调查法对景区商业模式价值主张、重要伙伴、关键业务、核心资源、客户关系、客户细分、渠道通路、成本构成和收入来源九大要素进行确定和微调,通过商业模式画布这个重要工具的运用,对九大要素进行逐项对应和深度剖析,指出WJGG景区在价值主张、重要伙伴等七个方面的不足和潜在问题;最后从产品服务、资产管理、客户和财务界面提出对WJGG景区商业模式的创新。本文通过对WJGG在文旅融合背景下利用自身优势,把文化和旅游有机融合,生成富有创造力和吸引的的新的旅游产品并有效输出,从而产生经济和社会效益;营造更加适合旅游者参与其中的旅游环境,打造更能引发旅游者共情、共鸣的旅游产品,制造更多吸引旅游者参与、表达、传播的场景和话题;打造适合自身建设、经营和传播、推广的商业模式并不断创新等问题的阐述、研究和创新建议,试图对类似资源禀赋比较一般的旅游景区在文旅融合下商业模式构建和创新提出建设性意见和榜样示范。但任何产品都具有生命周期,任何企业的经营都是存在于不断变化的动态环境之中,其市场主体、构成要素和影响因素也是不断变化的,一篇文章只能管窥一斑,不能面面俱到,更不能一劳永逸,只有不断创新,旅游景区才能在文旅融合的时代背景下,越走越远,越走越健康。更多还原

【Abstract】 In the context of mass tourism,the competition among tourist attractions has gradually become white-hot.In 2018,the total number of domestic A-level scenic spots reached 11,924,among which the number of 5A-level scenic spots reached 259.In this paper,WJGG scenic spot is a scenic spot that can integrate and expand the existing ecological and cultural resources to a certain extent,and has a certain transmission power and reputation.We analyze its business situation and business model in recent years,and conduct an in-depth study on the problems reflected in its actual operation and the causes of the problems.We have explored a business model of development and operation for tourist attractions which are relatively lack in resources.Also,from the perspective of scenic spots,we will discuss the shortcomings of the business model of cultural and tourism integration on aspect of value proposition and business path,and thus promote the construction and improvement of cultural and tourism integration in scenic spots.In this paper,based on business model and other relevant knowledge,literature research,case study,comparative analysis,questionnaire survey,interview and other common methods are adopted to conduct a comprehensive analysis and interpretation of the concepts of business model and cultural and tourism integration.Then through the use of PEST analysis,Porter’s five forces model to do a detailed analysis of the external environment of WJGG scenic area,summed up the opportunities and threats faced by the enterprise,and put forward the final suggestions.Using competitive grid,value chain analysis and other tools,the internal environment of the scenic spot is analyzed,and the advantages and disadvantages of the scenic spot are summarized and suggestions are made.We have carried on the corresponding item by item to the nine elements of the business model,and carried on the deep analysis to the WJGG scenic spot business model and the development status quo.From the point of view of product service,asset management,customer and financial interface,this paper points out the deficiencies in the design of its business model,such as product design,value transmission and key profit points,and puts forward the improvement measures.Under the background of cultural and tourism integration,how to make use of their own advantages to organically integrate culture and tourism,generate creative and attractive new tourism products and effectively export them,so as to generate economic and social benefits;How to create a tourism environment that is more suitable for tourists to participate in,create tourism products that can better arouse tourists’ empathy,and create more scenes and topics that attract tourists to participate,express and spread;How to create a business model that is suitable for its own construction,operation,communication and promotion from the perspective of cultural and tourism integration is an important issue that each scenic spot urgently needs to solve in the construction and transformation and involves the fundamental survival.From the product characteristics,resource endowment,cultural formats,brand awareness,project supporting,product quality,product price,marketing system,distribution channels,product cycle,service quality and other perspectives,this paper compares WJGG scenic spot with its main competitors,especially those scenic spots with similar resource endowments,but fail to integrate cultural concepts and cultural factors into tourism activities and tourism projects,so as to have a deeper understanding of cultural and tourism integration and design a more scientific and reasonable business model in essence.更多还原