上海市枫泾古镇旅游感知及旅游发展策略研究.pdfVIP

摘 要 我国是一个历史悠久、文化灿烂的文明古国，至今留存有许多极具特色的传统古镇。 这些古镇集中了大量建筑遗产、文物古迹和深厚的传统文化，是我国旅游资源的重要组 成部分。尤其是近二十年来，随着我国经济、文化和社会的迅速发展，古镇已成为区域 旅游的热点之一，江南古镇更是凭借其独特的风景以及媒体广泛宣传异军突起，受到广 泛关注。这一背景下，上海的古镇旅游也得到大力发展。本文以上海水乡古镇枫泾为例， 对古镇游客旅游感知及旅游发展策略进行了系统的研究，以利于枫泾古镇旅游的健康持 续发展。 论文共分四章。第一章为绪论，阐述了本文的选题背景、意义、研究方法和框架， 同时对国内外有关古镇旅游的研究现状进行了分析和评述。第二章概述了枫泾古镇旅游 的开发历程和发展现状，分析了枫泾古镇旅游业发展历程以及管理体制的演化，总结了 枫泾的旅游资源和景观特色，分析了枫泾旅游业发展的有利因素和面临的挑战。第三章 是游客旅游感知分析。运用问卷调查取得的数据资料，对游客基本特征、旅游特征以及 旅游感知进行了全面系统的分析。第四章针对枫泾古镇游客感知的构成要素，结合枫泾 旅游发展的实际情况，提出了促进枫泾古镇旅游发展的几点建议与措施：首先提出了古 镇旅游保护的原则并给出了一些具体的建议；接着论述了枫泾古镇旅游产品的提升策 略；最后对古镇旅游的宣传营销提出了若干建议。 关键词：古镇旅游；枫泾古镇；旅游感知；因子分析法；旅游发展策略 II Abstract As a country with long history and splendid culture, China is rich in characteristic historical towns, where there are plenty of old architecture, cultural relics and traditional culture. These ancient towns take important part in the tourism industry in China. Especially ，with the development of the national economy，culture and society in recent twenty years ，ancient towns become one of the hotspots of the district tourism. Compared with other ancient towns， old water towns in the south of Yangtze River get extensive attention by right of their unique sights and the publicity of kinds of media. In this instance，the ancient town tourism in Shanghai also have a quick development. Taking the case of Fengjing Town, this paper makes a systematic study on the perceptions of tourists as well as the development strategy of ancient town tourism. This dissertation is divided into four parts totally: the first chapter consists of research setting，purpose ，study method and frame, analyzes and appraises the related researches on ancient town tourism at home and abroad. The second chapter summarizes