【作者】 牟松；

【导师】 赵毅；

【作者基本信息】 西南师范大学 ， 中国专门史， 2003， 硕士

【摘要】 文化旅游是21世纪知识经济时代旅游业发展的新潮流与热点。重庆特殊的区位优势和丰富的人文资源具备了进行文化旅游开发的现实基础与有利条件。本文以营销管理学(市场学)的基本理论为指导，结合旅游学、历史学、地理学、文化学等相关学科知识和原理，以重庆地区人文旅游资源为研究对象，分析区内人文旅游资源的特色，并对重庆地区的文化旅游形象和文化旅游产品进行具体的定位分析。 全文分前言、正文、结语三部分。 前言部分：简析了旅游业发展的趋势，并回顾了目前学术界对于重庆文化旅游的研究现状，阐述了撰写本文的动因。 正文部分分为五个问题进行论述：首先对文化旅游与市场定位的定义进行了重新认识，以求清晰概念，指导研究；第二，对世界旅游市场发展的趋势、特点和重庆地区文化旅游市场发育现状及开发前景进行分析和预测；第三，以差异化为划分依据，对重庆地区的人文旅游资源按其资源特色进行归类简括梳理：第四，对重庆文化旅游的总体形象与重庆文化旅游产品进行定位分析，提出了形象概念和产品定位的相关策略；最后，对如何利用有效沟通手段，在旅游消费者心目中建立对重庆文化旅游形象与重庆文化旅游产品的良好认知，进行具体分析。 结语部分：回顾本文研究的内容，并对重庆文化旅游开发的其它方面提出自己的思考意见。更多还原

【Abstract】 In the 21c, an intellectual century, Cultural tourism is a new trend and a hot point of the Tourism development. That the special locational advantages the nice geographic position and the rich cultural resources made Chongqing ready to develop the Cultural Tourism. This article based on marketing theories, and in accordance with Tourism History Geography Culture etc. It made target at the Chongqing regional cultural Tourism resources, and also research on the characteristics of them. Furthermore, it made concrete position analysis about both the images and products of Chongqing Cultural tourism.This paper consists of the preface, the main body and the concluding remarks. The Preface: it is a brief analysis about the tourism developing tendency, a short review of the present researches on Chongqing Cultural Tourism, and also clarification about the writing intention.The Main body, which includes 5 parts: In the conception section, first, it reknew the conception of both culture tourism and marketing position, in order to clear the concept and made it a guide of the whole article; In the marketing section, next, it has studied on the world Tourism market for its developing tendency and distinctive feature. It analyzed the present conditions of Chongqing cultural market and also made prediction about it; Third, in the resources section, in the light of diversity, this part made a clear classification on Chongqing Cultural Resources according to their characteristics; the Fourth part, in theproduct section, it give a position analysis about two things: the overall image , and the products of Chongqing cultural Tourism, and also made correlative strategies of them ;In the communicating section ,fmally, it is mainly about how to communicate with tourism consumers , how to build up a good image of CQ cultural tourism in their minds , and let them have a good understanding.The concluding remarks: It looked back on the whole article, and made a further suggestion of some other aspects of CQ cultural tourism.更多还原