古村镇旅游盈利模式研究

发布时间：2018-04-14 18:39

本文选题：古村镇 + 利益主体　；参考：《华东师范大学》2014年硕士论文

【摘要】：我国各地历史上形成了许多富有特色的古村镇,因古村镇旅游同时具有遗产旅游与乡村旅游的特色,一直被视为推动文化遗产保护和农村社区发展的有效手段。随着古村镇如火如荼的旅游发展热,也因其涉及多个利益主体、利益关系错综复杂、资源保护责任重大等特征,古村镇在旅游发展过程中出现众多棘手的问题,如门票收费过高、过度商业化现象等,而这些问题与古村镇的盈利模式息息相关,目前国内多数古村镇盈利模式过于单一,亟需研究与不同类型古村镇相匹配的旅游盈利模式,以协调各个利益相关者的关系、平衡古村镇的保护与开发,从而实现古村镇旅游可持续发展。本文在实地调研与文献研究的基础上,首先梳理当前古村镇旅游发展历程和投资开发的总体态势,发现目前古村镇旅游可投资获利的主要领域有古村镇景区景点门票、古村镇内住宿餐饮业、古村镇内商铺、古村镇旅游地产项目、古村镇文化创意产业；再总结三种不同的旅游开发方式(政府主导型开发、社区自主开发、外来企业开发)及其主体的利益诉求,不同利益相关者的诉求存在一定的矛盾和冲突,遗产保护责任承担主体不清、利益主体间盈利争夺,进而导致古村镇高门票收费、过度商业化以及旅游收益分配不合理等问题；其次,梳理总结当前我国古村镇旅游的主要盈利模式,有门票型盈利模式、收费型盈利模式及自营型盈利模式,细述各种盈利模式的特征并对其从盈利的利润点、利润源、利润稳定性三方面进行评价；再者,综合分析导致不同古村镇选择不同盈利模式的影响因素,主要包括资源等级、区位条件、发展阶段、客源市场、商业价值、居民参与、经营主体情况,在此基础上探索性总结古村镇旅游盈利模式选择的影响机制；最后,本文结合湘西凤凰古城实证研究,探讨凤凰古城在旅游发展中面临的盈利困境,分析凤凰古城的利益关系,并运用成本效益分析法探索性地选择适宜的盈利模式,最后针对性地提出相关对策建议。
[Abstract]:Many ancient villages and towns have been formed in the history of our country. Because ancient villages and towns tourism has the characteristics of both heritage tourism and rural tourism, it has been regarded as an effective means to promote the protection of cultural heritage and the development of rural communities.With the booming tourism development of ancient villages and towns, because of its characteristics such as multiple interest subjects, complicated interest relationship and great responsibility for resource protection, there are many thorny problems in the process of tourism development in ancient villages and towns.These problems are closely related to the profit model of ancient villages and towns. At present, most of the old villages and towns in China are too single, so it is urgent to study the tourism profit model matching different types of ancient villages and towns.In order to coordinate the relationship between stakeholders and balance the protection and development of ancient villages and towns, the sustainable development of tourism in ancient villages and towns can be realized.On the basis of field investigation and literature research, this paper firstly combs the history of tourism development and the overall situation of investment and development of ancient villages and towns, and finds that the main areas in which ancient villages and towns can invest and profit at present are ticket tickets to scenic spots in ancient villages and towns.Gucun town accommodation catering industry, ancient village town shops, ancient villages and towns tourism real estate projects, ancient villages and towns cultural and creative industries, and then summed up three different forms of tourism development (government-led development, community development, independent development),There are some contradictions and conflicts between the interests of different stakeholders, the responsibility of heritage protection is unclear, and the profit competition among the stakeholders leads to the high ticket fees in ancient villages and towns.Excessive commercialization and unreasonable distribution of tourism income;Secondly, combing and summarizing the main profit modes of ancient villages and towns tourism in our country at present, there are ticket profit model, charge profit model and self-profit model, describe the characteristics of each kind of profit model and analyze its profit point and profit source from the profit point.Evaluation of profit stability in three aspects;Furthermore, comprehensive analysis of the factors that cause different ancient villages and towns to choose different profit models, mainly including resource level, location conditions, development stage, source market, commercial value, resident participation, management of the main body,On this basis, the paper summarizes the influence mechanism of tourism profit model selection in ancient villages and towns.Finally, based on the empirical study of Phoenix ancient city in western Hunan, this paper discusses the profit dilemma faced by Phoenix ancient city in tourism development, analyzes the interest relationship of Phoenix ancient city, and uses the cost-benefit analysis method to choose the appropriate profit model.Finally, the relevant countermeasures and suggestions are put forward.
【学位授予单位】：华东师范大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F592.7;F327

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