【作者】 李经龙；

【导师】 周秉根；

【作者基本信息】 安徽师范大学 ， 自然地理学， 2004， 硕士

【摘要】 随着经济的发展，生活水平的提高，人们对旅游的需求越来越强烈，旅游规划的市场也越来越广泛，然而在旅游规划工作的实践中却存在着许许多多的问题，这使得大部分旅游规划都不能彻底执行。其实，旅游规划工作的主旨就是通过对旅游目的地资源与市场的调查，特别是通过旅游市场潜在需求以及旅游资源适应性的调查，来组合包装出适宜的旅游产品，因而本文把旅游规划的核心内容界定为推出适宜的旅游产品。但是这并不是说推出了一定的旅游产品，旅游规划工作就结束了，事实上旅游规划的过程是一个动态的过程，它要求规划人员必须时刻关注市场动向，不停地接受市场反馈，不断地调整规划内容，不时地推出新的旅游产品。其实，旅游产品本身也是一个动态的整体概念，随着科学技术的发展和企业实力的增强，旅游产品也会随着市场需求的变化而不断发展、扩大、增添新的内容。故而，本文结合不同的案例，针对旅游地生命周期的不同阶段，提出了不同的旅游产品开发对策，具体如下：——探索阶段。 处于探索阶段的旅游地，由于其旅游产品大多不为外人所知或者刚进入市场还没被广大旅游者了解和熟悉，因此需要进行大量的广告宣传工作，运用各种促销手段，宣传产品的特色和产品能给旅游者带来的利益。在旅游产品的促销中，要特别重视发挥旅游宣传品的作用，尽快使旅游者和中间商认识和了解旅游产品，打开销路，占领市场。——参与阶段。 在该阶段，旅游地一定要根据旅游产品试销的结果，不断改进，力求尽快做好旅游产品的定型。同时，要注意旅游产品的质量，并保证其服务规范符合业务发展的需要。但是在该阶段最重要的还是要加大包括旅游专项设施和公共基础设施两大系统在内的旅游设施的投入和旅游服务的质量，给予旅游者至善至美的体验与感受。——发展阶段。 在旅游地发展期，旅游企业要及时抓住市场机会，迅速扩大接待能力。策略重点应放在提高旅游产品质量的同时使产品尽快升级换代，也就是说把旅游产品的层次尽快提升，增加旅游产品品种，提供系列服务，同时要明确真正的目标市场，努力扩大市场占有率，挖掘潜在旅游市场，探索重点目标市场。——巩固阶段。 处于巩固阶段的旅游地一定要把突出旅游主导产品，强化旅游地整体形象，把旅游产品主题化作为竞争的一个主要手段，全力在旅游市场中展示唯我独有的鲜明特色。可以说，无论是一个旅游地还是一个旅游企业，如果没有自己的品牌产品，它是难以在激烈的市场竞争中存在的。另外，主导产品或拳头产品应与类型多样化的序列产品，二者之间并行不悖，相得益彰。——停滞阶段。在发展的停滞期，经营的重点应放在保护已有市场、开拓新市场上，用旅游产品的重新组合、创新和价格的差异化来吸引旅游者，延长旅游产品的成熟期。为了发挥整体优势，提高旅游宣传和促销的效果，近年来几乎所有重要的旅游接待国和地区都通过旅游产品的区内重组和区际协作来为旅游者提供特殊的新感受，这受到旅游者的极大欢迎。——衰落与复苏阶段。 在此阶段，旅游企业应保留仍有利润的项目，积极进行旅游产品的更新换代，实施产品的优化创新。一旦老产品的销售量和利润下降到最低限度，企业要当机立断，使之适应市场。旅游产品要集中在最好的销售渠道，应用营销、广告等方式，提醒老顾客，促销的重点应放在最有利润的产品上。另外，还要充分发挥现代旅游产品引导消费的功能，注重产品创新，缩短产品开发周期。最后需要指出的是：本文在具体对策的分析时，只是有侧重的每一阶段赋予一种策略，但是事实上这些策略在各个阶段是同时存在的，至少大部分策略是同时存在的，所不同的是在各个阶段这些策略发挥的作用不同而已，只有明确了这一点，才能使旅游产品更好地升级换代、实现其结构的优化与创新，才能真正加强旅游产品的竞争力，也才能真正延长旅游地的生命周期，更好地实现旅游的经济价值。更多还原

【Abstract】 As a result of the development of the social economy and the improvement of living level, people’s tourism demand has become more and more strong as well as tourism planning more and more comprehensive. However, there’re still lots of questions in the operating of planning, which make that most of the tourism planning cannot be carried out thoroughly. The substance of tourism planning is to make up suitable tourism products. There are two investigations. One is about the resources and market of a tourism destination and the other is about the latent demand of tourism market and the suitableness of the resources. As a result, this dissertation is to put out suitable tourism products. What’s more, we don’t mean that the putting out of the products is the end of the tourism planning. Actually the process of tourism planning is a developing process which demands the planners a lot, such as focusing on the market changes, receiving the market feedback, adjusting the plan constantly and then putting out the latest products. In fact, the tourism products themselves are a developing conception as a whole. With the development of Sci-Tech and enterprise strength, the tourism products should be enlarged along with the changes of the market demands. The dissertation comes up with different product exploiting programs, which are focused on the different stages of the product life cycle. There’re several stages as following:——Exploration stage:In this stage, the tourism destinations require plenty of promotion work in that it’s unfamiliar to tourists. The focus is to make tourists、brokers and jobbers recognize the products. In the promotion, the effect of tourism propagandas must be given full emphases so as to occupy the market. ——Involvement stage：According to the products’ promotion effort, the destination should make the product oriented by improving constantly. As the same time, the product quality should be noticed and the services should be standardized along with development. What’s the most important in this stage is to enlarge the input of the tourist facilities, which is made up of two systems. One is tourism specialized <WP=9>facilities and the other is the public foundation facilities. They’re to give the tourists perfect traveling experiences. ——Development stage： In this stage, the tourism enterprises should catch the chance to enlarge the accommodation capacity. The strategy should be focused on improving the product quality as well as advancing the products. It requires advancing the levels of the products, increasing the types, providing products in series and confirming the target market, extending the market share and exploiting the potential market.——Consolidation stage：In this stage, to be succeeded in the market competition, the tourism destinations should highlight the leading products and the whole tourism image to show their special features. To all tourism destinations and enterprises, it’s hard to succeed in the market competition if they are short of the fist products and the fixed tourism image.——Stagnation stage：In this stage, what’s most important is to protect the existing market and to exploit new market. In order to prolong the mature period, we can attract tourists by recomposing the products and adjusting their price. It is very popular with tourists to recompose the product in and among districts by most countries and areas.——Decline or rejuvenation stage：In this stage, the enterprises should keep the tourism items which still can make a profit and generate the products to be more creative. The products should be concentrated on the best sale place by advertising and promoting. Besides, it’s important to bring forth new ideas to the products and shorten the exploiting period.Last but not least, the dissertation is to give only one strategy to each stage as doing concrete analyzing. As a matter of fact, these strategies exist in different stages. Unless making it clear, we can generate the products better and opti更多还原