【作者】 马永军；

【导师】 武振业；

【作者基本信息】 西南交通大学 ， 工商管理， 2004， 硕士

【摘要】 旅游资源是旅游业赖以发展的物质基础，随着旅游业的发展，游客逐渐增多，需求多样化、个性化趋势日益明显，尤其在旅游业竞争日趋激烈的今天，旅游市场已由卖方市场转变为买方市场，只有对现有旅游资源进行深层次开发，才能不断地满足旅游者的需要，确保旅游业持续发展。充分发挥旅游资源的多种功能，适应旅游需求发展趋势，开发富有区域特色的旅游资源，满足旅游者的不同需要，已成为区域旅游业在激烈的市场竞争中立于不败之地的关键。 本文就燕子沟景区旅游开发项目进行了规划研究。从旅游市场及景区资源的分析定位、项目开发建设方案、项目投资分析、景区开发经营模式等四个方面进行了深入分析策划。 首先，项目规划对国内外及四川省旅游市场进行详细的调查分析和研究，对景区旅游资源进行了调查和评价，并根据市场细分及景区资源特点对项目开发进行定位研究。 其次，根据把燕子沟景区建成一个集休闲度假、生态探险、运动娱乐、科普教育为一体的高品质著名旅游景区这一定位，提出了具体详细的建设方案。 再次，根据建设方案的设计，对项目进行了投资估算和效益分析评价，从经济角度研究了项目实施的可行性。 最后，本文对该项目的开发经营模式进行了深入的探讨和分析，给出具体的景区开发经营模式，即“三权分离”的碧峰峡模式，同时也对这种模式的风险进行了细致的分析，这将对规避风险有一定的指导意义。 总之，本文通过对燕子沟项目的规划研究，综合全面考虑了开发建设的各个方面因素，从而得出较为科学、合理的方案，并指导项目的开发建设。更多还原

【Abstract】 Tourism resource is the material base for the development of tourism industry, with the expanding of tourism industry, and the trend of both diverse and individualized consumption demand becomes more obvious, specially today, which is characterized by increasingly keen competition in tourism industry, the tourism market is changing to buyer’ s market from seller’s market, In order to ensure the sustainable development of tourism industry, current tourism resource should be explored in depth to satisfy continuously tourists’ demand. Thus to bring diverse function of tourism resource into full play, in accordance with the development tendency of tourists demand, to develop tourism resource with distinct regional characteristics, and to meet tourists various demands have become the key to stand out in the fierce market competition of regional tourism.YanZiGou scenic area development project analyzing from 4 different perspectives: tourism market and tourism resource in the scenic area analysis, conception of project development and construction, project investment, and developing and operating pattern of the scenic area.First, based on detailed investigation analysis of tourism market at provincial level and beyond, the paper estimates the tourism resource of the scenic area, and focuses its research on the project development according to market segment and resource characteristics of the scenic area.Secondly, according to the orientation of transforming YanZiGou scenic area into a high-quality known scenic spot which integrates leisure vacation, ecological exploration, sports and entertainment, and education together, the paper puts forward the specific construction conception.Third, the paper studies the economic feasibility of the project based on the investment estimate and profit analysis.Finally, the paper discusses the development and operation pattern of the project, and comes up with the design regarding the pattern: the same with Bixiafeng pattern of "the separation of powers". At the same time, the operating risks are also analyzed carefully, which would contribute to the avoidance of potential risks.In general, the paper deduces a relatively reasonable, scientific solution to direct the running of the project, by taking into full consideration respective factors that may affect the operation of the project.更多还原