长白山生态旅游开发及营销推广研究

发布时间：2018-09-08 10:48

【摘要】：经过快速发展旅游业成为中国经济中发展势头最强劲和规模最大的产业之一，随着我国经济持续、健康、稳定发展，居民收入水平不断提高，我国消费市场、消费结构、产业结构都将发生显著的变化，大众旅游将向休闲度假及专项旅游方向发展，特别是因城市雾霾严重，人们环保意识不断增强，与之相适应的旅游产品，也从观光旅游产品向休闲度假产品及生态旅游产品方向发展，由此形成更为细分化需求格局和多样化产品格局。长白山作为吉林省旅游名片，一直是吉林省旅游经济发展动力引擎，由于吉林省整体生态旅游发展落后，目前造成“吉林省旅游等于长白山，长白山等于天池”以及“长白山冬季封山”极其单一和不利的市场状态，长白山旅游资源是以外围森林、洞穴、水体等景观资源为辅助的四季生态系统资源综合体，其中冰雪旅游资源、森林旅游资源、民族文化及边境出境旅游等四大旅游资源的比较优势均以长白山为核心。长期以来，长白山处于观光旅游阶段，游客在长白山走马观花，停留时间比较短，随着长白山旅游升温，旅游人数逐年攀升，导致景区承载量过大，游客体验感不断下降，旅游开发与环境保护的矛盾逐渐凸显，开发生态旅游资源势在必行。本文绪论部分介绍生态旅游经济发展的相关背景，对推动生态旅游资源发展相关因素进行了分析，在此基础上详细介绍了长白山相关生态旅游资源现状，并利用SWOT分析方法对资源进行详细分析，总结出采用SO策略，加强生态产品研发及推广，以解决长白山旅游发展失衡问题，在此基础上，结合长白山旅游实际以及工作经验，总结规划出“快乐动感之旅、亲情蜜月之旅、健康洗肺之旅、摄影采风之旅、温泉养生之旅、深度慢游之旅”六大生态旅游产品体系，并从线路规划、定位人群、安全性等若干方面进行了详细的研究，在最后根据生态旅游产品特点，对长白山生态旅游产品的营销，市场定位，渠道推广，终端销售拉动等给出具体的建议。通过本文论述，对长白山生态旅游制定产品体系规划，并能定位不同人群，，满足不同市场对生态旅游产品需求，最终实现长白山旅游均衡综合发展，以此带动吉林省旅游经济的跨越式前进。
[Abstract]:Through the rapid development of tourism, it has become one of the strongest and largest industries in the Chinese economy. With the sustained, healthy and stable development of the Chinese economy, the level of residents' income is constantly rising, and the consumption market and consumption structure of our country, Significant changes will take place in the industrial structure. Mass tourism will develop towards leisure vacations and special tourism, especially because of the serious haze in the city, and people's awareness of environmental protection will continue to increase and adapt to the tourism products. It also developed from sightseeing products to leisure products and ecotourism products, which resulted in a more differentiated demand pattern and diversified product pattern. Changbai Mountain, as a tourist card of Jilin Province, has always been the driving force for the development of Jilin Province's tourism economy. Due to the backward development of the overall ecological tourism in Jilin Province, at present, "tourism in Jilin Province is equal to Changbai Mountain," Changbai Mountain is equal to Tianchi "and" Changbai Mountain Mountain is closed in Winter "extremely single and unfavorable market state. Changbai Mountain tourism resources are the four seasons ecosystem resource complex, which is supported by the peripheral forest, cave, water and other landscape resources. Among them, the comparative advantages of snow and ice tourism resources, forest tourism resources, national culture and border outbound tourism are all Changbai Mountain as the core. For a long time, Changbai Mountain is in the stage of sightseeing tourism, and tourists stay in Changbai Mountain for a short time. With the increase of tourism temperature in Changbai Mountain, the number of tourists is rising year by year, which leads to the excessive carrying capacity of scenic spots and the decline of tourist experience. The contradiction between tourism development and environmental protection is becoming more and more obvious, so it is imperative to develop ecological tourism resources. The introduction of this paper introduces the related background of ecotourism economic development, analyzes the related factors to promote the development of ecotourism resources, and on this basis, introduces the current situation of related ecotourism resources in Changbai Mountain in detail. Using the SWOT analysis method to analyze the resources in detail, summing up the use of SO strategy, strengthening the research and development and promotion of ecological products, to solve the problem of tourism development imbalance in Changbai Mountain, on this basis, combined with the actual tourism and work experience of Changbai Mountain. Summing up and planning six eco-tourism product systems, such as "happy dynamic trip, kinship honeymoon trip, healthy lung washing trip, photographic wind gathering trip, hot spring health care trip, deep slow tour", and planning and locating people from the line, Finally, according to the characteristics of ecotourism products, the author gives some concrete suggestions on the marketing, market orientation, channel promotion and terminal sales pull of eco-tourism products in Changbai Mountain. In this paper, the product system planning of Changbai Mountain ecotourism is discussed, and it can locate different people, satisfy the demand of different market for ecotourism products, and finally realize the balanced and comprehensive development of Changbai Mountain tourism. In order to promote Jilin Province tourism economy by leaps and bounds forward.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F592.7

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