【作者】 卢婧；

【导师】 杨跃辉； 杨晓海；

【作者基本信息】 海南热带海洋学院 ， 旅游管理（专业学位）， 2021， 硕士

【摘要】 海洋旅游作为海洋经济的重要组成部分,是世界旅游业发展的基础支撑,大力发展海洋旅游是我国海洋战略的需要。“十三五”规划国家要大力发展旅游业,支持发展生态旅游、文化旅游和休闲旅游,在“十四五”规划中明确了进一步激发海洋文化和旅游消费潜力的要求,满足新形势国内大循环发展格局构建需求,增强人民群众对海洋的获得感和幸福感。而且,改革开放后,社会经济水平不断提高,人民生活水平不断提高,对美好生活的需求也越来越大。旅游已经成为人们追求美好生活的重要方式。随着城市旅游的发展,旅游市场供需矛盾进一步加剧,旅游产品同质化、雷同化问题日益突出。因此,品牌竞争是滨海城市旅游化发展的主旋律。通过阅读和整理前人的相关研究成果和文献资料,站在游客感知的角度上,在网络平台发放调查问卷,并在分析调查问卷的基础上对滨海旅游城市品牌竞争力的公共影响因素做出分析结果,构建滨海旅游城市品牌竞争力评价指标体系。以三亚市为例,运用因子分析法对三亚市滨海旅游的品牌竞争环境、核心实力和发展实力进行了评价和分析。通过与我国其它几座著名的滨海旅游城市——大连、秦皇岛、天津、青岛、烟台、日照、连云港、上海、杭州、舟山、厦门、深圳、珠海与北海等进行比较分析,得出三亚市滨海旅游城市品牌竞争力的优势和劣势:在品牌竞争环境比较中,三亚市排名第9位;在品牌竞争核心力比较中,三亚处于末位;在品牌竞争发展力比较中,三亚居于第5位。据此,提出了加强海南国际旅游岛政策研究、加强三亚市的基础设施建设、夯实旅游硬环境、发挥三亚市政府的主导作用、完善旅游软环境、优化三亚市旅游产业结构、提升滨海旅游城市旅游人才整体水平、扩大离岛免税购物政策的“蝴蝶效应”等六条建议。更多还原

【Abstract】 Marine tourism,as an important component of Marine economy,is the basic support for the development of global tourism,and it is China’s Marine strategy to vigorously develop Marine tourism.The 13 th Five-Year Plan points out that the country should vigorously develop tourism---eco-tourism,cultural tourism and leisure tourism,and the 14 th Five-Year Plan,the requirements for further stimulating the consumption potential of Marine culture and tourism have been clarified to meet the needs of building a large circular development pattern in China under the new situation and enhance the people’s sense of gain and happiness from the ocean.Besides,after the reform and opening up,the social economy and people’s living standard are constantly improving,and the demand for a better life is also increasing day by day.So that tourism has become an important way for people to pursue a better life.With the development of urban tourism,the contradiction between supply and demand in the tourism market is further intensified,and the problem of homogenization and similarity of tourism products is increasingly prominent.Therefore,brand competition is the main melody of the tourism development of coastal cities.On the basis of previous research,this paper analyzes the factors affecting the brand competitiveness of coastal tourism city,builds the impact model and evaluation index system of the brand competitiveness of coastal tourism city,through reading related literature,and conducting a questionnaire survey based on the perception of tourists.Taking Sanya city as an example,using the software of SPSS23.0 to evaluate and analyze the brand competitive environment,brand competitive core force and brand competitive development force.Compared with other 14 China’s famous coastal tourist city-Dalian,Qinhuangdao,Tianjin,Qingdao,Yantai,RI Zhao,Lianyungang,Shanghai,Hangzhou,Zhou Shan,Xiamen,Shenzhen,Zhuhai and Beihai.It is concluded that Sanya’s advantages and disadvantages of brand competitive: in brand competition environment,Sanya ranks ninth.In the comparison of core strength of brand competition,Sanya is at the bottom;In the comparison of brand competition and development power,Sanya ranks the fifth.As a result,the paper proposed six Suggestions that is strengthen policy research on international tourism in Hainan island;strengthen infrastructure construction and the weak environment of tourism of Sanya;under the government’s leading ship to improve the soft environment of tourism;optimize tourism industry structure;improve the overall level of tourism talents;expanding offshore duty-free shopping policy of "butterfly effect".更多还原