新疆滑雪旅游市场开发研究

发布时间：2018-04-23 04:36

本文选题：新疆 + 滑雪　；参考：《哈尔滨体育学院》2012年硕士论文

【摘要】：2010年5月，中央在北京召开新疆工作座谈会，提出新疆跨越式发展的重大决策部署，出台一系列优惠政策支持新疆的建设和发展，新疆滑雪旅游将迎来大建设、大开放、大发展的历史性机遇。目前，对新疆滑雪旅游市场的理论研究相对匮乏，需要构建全新的营销理论框架，为新疆滑雪旅游的发展注入新的活力。本课题将在管理学、营销学的基础上结合消费学、体育学等学科，根据新疆滑雪自身独有的区域特点进行研究，不断丰富和完善新疆滑雪旅游市场跨越式发展的理论基础。研究结果如下： 1、新疆地处欧亚大陆中心，四周有阿尔泰山、帕米尔、喀喇昆仑山、昆仑山、阿尔金山等高山环绕，平均冬季气温达到-14.5摄氏度，积雪时间达到175.3天/年，海拔2400米以上积雪深1.5米，雪期长达到了155天，可见，新疆具备开发滑雪旅游的自然资源优势。 2新疆达到S级以上标准的滑雪场只有23家，与东北地区还有较大差距。新疆滑雪场雪具配备情况呈现出两个极端的特征，2000副以上有4家，中低端滑雪场雪具不足。滑雪指导员队伍也呈现出严重的两极分化，，中小滑雪场几乎没有专业滑雪指导员。新疆中小雪场收费偏低，具有价格优势。 3新疆主要滑雪场交通比较便利，距离火车站最远48公里，最近10公里；距离机场最远60公里，最近只有5公里；部分滑雪场市区内的公交车都可以直达，可见新疆滑雪场具备较好的地理位置。新疆滑雪场具备了一定的餐饮住宿接待能力，如餐饮接待超过800人/天的滑雪场有2家，宿接待能力达到300人/天以上的滑雪场有3家。 4旅游产业是新疆的重点发展产业，新疆接待旅游人次数呈逐年平稳递增趋势，环比增长速度整体呈递增。虽因2009年乌鲁木齐“7·5”事件影响导致次年旅游人数下降，但很快于2010年、2011年出现了两次增长高峰。2010年新疆接待入境游客达到101.02万人次，较上年有较快增长，总体上海外旅游市场呈稳步增长趋势。 5新疆滑雪旅游国内一级客源市场应以经济发达区省市为主，二级客源市场以东部沿海地区、西北等地区为主，三级客源市场应注重培养吸引国内滑雪爱好者。同时，还应重点加强新疆本地滑雪旅游客源市场开发，扩大新疆滑雪旅游的影响力。海外客源市场应以独联体及其他中亚国家为主。 6新疆滑雪旅游的开发应遵循市场导向、突出地方特色、可持续发展、开发有针对性、周边融合发展等原则，丰富新疆滑雪旅游类型，弥补部分旅游资源的不足，组织策划各类滑雪旅游大型活动，并挖掘丝绸之路历史文化和民族风情内涵，力争将新疆打造成国内西部滑雪旅游热点地区。 7新疆滑雪旅游开发战略应集中在：统筹规划管理，完善运行体制；构建新疆滑雪品牌，树立滑雪旅游形象；依托新疆特色文化资源，实施跨越式发展；完善冬季旅游商品开发，加强旅游投资；优化旅游服务体系，促滑雪旅游产业化发展。
[Abstract]:In May 2010, the Central Committee held a forum on Xinjiang's work in Beijing to put forward a major policy plan for Xinjiang's leap-forward development, and issued a series of preferential policies to support Xinjiang's construction and development. Xinjiang's ski tourism will usher in large-scale construction and opening up. A historic opportunity for great development. At present, the theoretical research on Xinjiang ski tourism market is relatively scarce, so it is necessary to construct a new marketing theoretical framework to inject new vitality into the development of Xinjiang ski tourism. On the basis of management, marketing, consumption and physical education, the research will be carried out according to the unique regional characteristics of Xinjiang skiing, so as to enrich and perfect the theoretical basis for the leap-forward development of Xinjiang ski tourism market. The findings are as follows: 1. Xinjiang is located in the center of Eurasia, surrounded by Altai, Pamir, Karakoram, Kunlun, Kunlun and Aljin mountains. The average winter temperature reaches -14.5 degrees Celsius, and the snow cover time reaches 175.3 days / year. 2400 meters above sea level snow depth 1.5 meters, snow period reached 155-day, visible, Xinjiang has the advantage of natural resources to develop ski tourism. (2) there are only 23 ski resorts in Xinjiang, which is far from Northeast China. There are two extreme features of snow equipment in Xinjiang ski resorts. There are more than 2 000 pairs of snow tools, and there are not enough snow tools in middle and low end ski resorts. Ski instructors also show a serious polarization, small ski resorts almost no professional ski instructors. Xinjiang small and medium snowfield charges are low, with price advantage. (3) Xinjiang's main ski resorts are relatively convenient in transportation, as far as 48 km from the railway station, the nearest 10 km from the airport, 60 km from the airport, and only 5 km recently; and the buses in some urban areas of the ski resort are accessible. We can see that Xinjiang ski resort has a better geographical location. Xinjiang ski resort has a certain catering accommodation reception capacity, such as catering reception more than 800 people / day ski resort has 2, accommodation capacity of 300 people / day ski resort has 3. The tourism industry is the key industry in Xinjiang. The number of tourists received in Xinjiang is increasing steadily year by year, and the growth rate of the whole month is increasing. Although the number of tourists in Urumqi fell the following year because of the "7.5" incident in 2009, there were two peaks of growth in 2010 and 2011. In 2010, Xinjiang received 1.0102 million inbound tourists, a rapid increase over the previous year. Overall, the Shanghai foreign tourism market showed a steady growth trend. (5) the domestic first class tourist market of Xinjiang skiing tourism should be based on the provinces and cities in the economically developed regions, the secondary tourist market should be mainly in the eastern coastal areas and northwest regions, and the third class tourist market should pay attention to training and attracting domestic ski lovers. At the same time, emphasis should be placed on strengthening the development of local ski tourist market and expanding the influence of Xinjiang ski tourism. Overseas market should be CIS and other Central Asian countries. (6) the development of skiing tourism in Xinjiang should follow the principles of market orientation, highlighting local characteristics, sustainable development, targeted development, and peripheral integration and development, so as to enrich the types of skiing tourism in Xinjiang and make up for the shortage of some tourism resources. To organize and plan all kinds of large-scale skiing tourism activities, and to excavate the historical, cultural and ethnic connotations of the Silk Road and strive to build Xinjiang into a hot spot of skiing tourism in the western part of China. (7) the development strategy of Xinjiang skiing tourism should focus on the following aspects: overall planning and management, improvement of operation system, construction of Xinjiang ski brand, establishment of ski tourism image, implementation of leap-forward development based on Xinjiang's characteristic cultural resources; Improve the development of winter tourism commodities, strengthen tourism investment, optimize the tourism service system, promote the development of ski tourism industrialization.
【学位授予单位】：哈尔滨体育学院
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：G863.1;F592.7

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