桂林旅游企业文化旅游产品开发研究-企业管理专业论文.docxVIP

摘 摘 要 摘 摘 要 摘 要 随着社会发展及人们旅游活动的不断增加，文化旅游活动受到越来越多旅游者的 重视与欢迎，有针对性地开发文化旅游产品、开展文化旅游活动己成为当今旅游产品 开发决策者的共识。桂林是亨誉世界的风景旅游胜地，又是有着丰厚文化内涵的历史 文化名城，如何将山水自然景观与文化结合起来，打造新的文化旅游产品，近年来己 成为旅游业发展和旅游企业旅游产品开发的聚焦点。 本文共分八章来研究桂林旅游企业文化旅游产品开发课题。首先阐述了本文的研 究背景、意义、内容与方法，对国内外文化旅游的研究现状进行了概述，制定本文的研 究框架，对相关概念进行了界定，介绍了文化旅游产品开发的相关理论知识。其次分析 了桂林文化旅游产品开发的条件和现状，利用AHP法对桂林文化旅游资源进行定量评 价，得出桂林文化旅游的资源价值较高，旅游条件有待改善，开发程度低，其中历史文 化资源、民族文化资源、文化娱乐资源较为丰富，开发潜力较大的结论。然后用《桂林市 文化旅游市场调查表》取得的数据，对桂林文化旅游市场的消费者概况和桂林文化旅游 市场的态势作了统计分析。在前面分析的基础上提出了可供桂林旅游企业参考的文化 旅游产品开发的具体种类选择、开发战略等建议。最后通过对桂林广维文华旅游文化 产业有限公司的《印象·刘三姐》产品开发案例分析，对上述建议进行了间接的论证。 本文研究成果不仅对于桂林旅游企业文化旅游产品开发具有一定的现实意义和实用价 值，而且对于其他文化旅游资源丰富的城市的旅游企业产品开发也有一定的参考价值。 关键词:桂林; 文化旅游资源; 旅游企业; 文化旅游产品; 产品开发. 万方数据 I – – – PAGE IV – 万方数据 Abstract Culture is starting point and terminal node of tourism activities, is soul of the development of tourism. With the social development and people’s tourism activities unceasing enhancement, cultural tourism activities has been valued and welcome more and more, target-oriented develop cultural tourism products and activities become the consensus in tourism exploiter and policy-maker. GuiLin is world-renowned tourist attractions, also a historical and cultural city has rich cultural connotation. However, how to combine the natural landscape and culture create a new cultural tourism prod- ucts, is focus point of tourism development and the tourist enterprises tourism product development in recent years. This article is divided into nine chapters to discuss the Guilin cultural tourism product development. First of all, describe the research background, significance, con- tent, methods, introduce the cultural tourism research at home and abroad, make the framework of this article, define related concepts, introduce relevant theoretical knowledge. Followed by an analysis of GuiLin cultural tourism product development conditions and status quo, use of date obtained from《GuiLin Cultural Tourist market Survey form》, analyze the consumer of GuiLin cultural