盐文化主题旅游产品的市场价值挖掘与深度开发研究_以大英死海_自贡盐都为例.docx

2—以大英死海、自贡盐都为例赖斌1,4，杨丽娟2,3（1.西南交通大学交通运输学院，成都610031；2.成都信息工程学院管理学院，成都610103；3.四川大学文学与新闻学院，成都610064；4.成都职业技术学院旅游学院，成都610041）ASTUDYONMARKETVALUEEXPLORATIONANDDEPTHDEVELOPEMNTOFTOURISTPRODUCTWITHSALTCULTURETHEME——ACaseStudyofDayingDead-seaandZigongSalt-capitalLAIBin1,4，YANGLi-juan2,3(1.CollegeofTrafficTransportation,SouthwestJiaotongUniversity,Chengdu610031;2.CollegeofManagement,ChengduUniversityofInformationandTechnology,Chengdu610103;3.CollegeofLiteratureandJournalism,SichuanUniversity,Chengdu610064;4.TourismSchool,ChengduVocationalTechnologyCollege,Chengdu610041)Abstract:Saltcultureisakindofnewandexpandingtouristproductthemewhichcansatisfythetouristdiverseneeds.Thetransformationofsaltresourcestotouristproductisaneffectivebusinesstoolforshowingitsmarketvaluewhilethegoodunderstandingofthemarketvalueofsaltresourcesisapioneeractionformarketingpositionanddevelopmentdecision.Thepaperholdsthattheconnotationoftouristproductwithsaltculturetheme(TPSCT)shouldbedefinedwithintheframeofmodernmarketvalueconception(MVC)orientedbycustomers.Threeaspects,namely,target,functionandimage,arediscussedtounderstandthethemeconnotationoftouristproductwithsaltculture.FortheempiricalanalysisofmarketvalueofTPSCT,theMVCofDayingDead-seaandZigongSalt-capitalisanalyzedasatypicalcase.Comparedwiththeproductcharacterandthemeposition,thevisiblecharactersofMVC,havebeenobtainedwhilesomeinvisiblecharacters,arealsodiscoveredfromthevisualangleofeconomicsandtourismanthropologyinthispaper.Then,anewMVCnamedthetwincoresofsocial-visitorisputforwardwiththepost-modernitytourismcontext.Atlast,thedepthdevelopmentstrategyofTPSCTisexplainedasfollows:1)Themepositioningcontainedwithcompoundtarget,diversifyingfunctionandimagesrepeatedshouldbeputintopractice.2)Wholetouristproductsshouldservetouristswithdifferentneeds,especiallyspecialitemofTPSCTproduct.3)TPSCTshouldkeepnotonlytheauthenticityofsaltculture,butalsotheattractiontotourist.4)Saltcultureproductwithdifferentresourcenaturalendowmentshouldchoosedifferentthemesforleng