云南省旅游景区经营绩效提升策略研究_娄阳_李庆雷_赵红梅_杨亚南.pdfVIP

·旅游资源 · 资源开发与市场Ｒesource Development ＆ Market 20 17 33 (2) doi :10 ． 3969 /j ． issn． 1005 － 814 1． 2017 ． 02 ． 024 云南省旅游景区经营绩效提升策略研究 娄 阳，李庆雷，赵红梅，杨亚南 (云南师范大学旅游与地理科学学院，云南昆明650500) 摘要:景区是区域旅游产业发展的基础和核心依托，加强景区经营绩效研究是云南省建设旅游强省、加快旅游二次创业、实现 提质增效目标的客观要求。云南省旅游景区在规模和总体经营绩效方面存在较大的提升空间，具体表现为高品质景区数量少、营 业收入构成不合理、利润和资产收益率低、债务风险增大、发展能力不足等，因此应强化实施品牌战略和适度多元化战略，创新盈利 模式和营销方式，优化景区营收结构，提高科学管理和自我发展能力，降低负债水平，不断提升景区经营绩效。 关键词:旅游景区;经营绩效;战略;云南省 中图分类号:F592 ． 7 ;F592 ． 99 文献标志码:A 文章编号:1005 － 814 1 (2017)02 － 0244 － 05 Ｒesearch on Promotion Strategy of Tourism Scenic Spots Performance in Yunnan Province LOU Yang ，LI Qing － lei ，ZHAO Hong － mei ，YANG Ya － nan (School of Tourism and Geographical Sciences ，Yunnan Normal University ，Kunming 650500 ，China) Abstract :Scenic spot was the foundation and core support for the development of regional tourism industry ，study on strengthening the management performance of scenic spots was the objective requirement of constructing tourism strong province ，accelerating the second entre- preneurship of tourism and realizing the goal of improving quality and increasing efficiency in Yunnan Province． There were a lot of improve- ment in the size and overall performance of the tourist attractions ，such as the low number of high － quality scenic spots ，the unreasonable op- erating income ，the low profit and asset yield ，the increased debt risk ，the lack of development ability and so on． Scenic spot should strengthen the implementation of brand strategy and appropriate diversification strategy ，innovation profit model and marketing methods ，optimize the sce- nic area of revenue structure ，improve the scientific management and self － development capacity ，reduce debt levels ，and continuously en- hance the sceni