大理旅游商品调查研究.doc

大理旅游商品调查研究 完成时间：2010年10月18日 目录 1.调查内容选定及初步阐述····································3 1.1旅游商品的界定···········································3 2.调查的重点和难点分析······································3 3.大理旅游商品研究调查报告··································5 3.1摘要·····················································5 3.2关键词···················································5 3.3旅游商品对大理旅游发展的重要意义·························5 4.大理旅游商品研究··········································6 4.1大理旅游商品的主要构成部分·······························6 4.2研究方法·················································6 4.3调查对象·················································7 4.4统计方法·················································7 5.大理旅游商品情况分析·······································7 5.1大理旅游商品的总体现状分析································7 5.2土特产品类分析············································8 5.3工艺品类分析··············································9 5.4服饰类分析················································9 6.问题的对策和建议············································9 7.本研究的不足和缺陷··········································11 参考文献······················································11 附录·····················································13 1.调查内容的选定与初步阐述 1.1旅游商品的界定 目前国内学术界对旅游商品的概念还未达成共识对定义回顾和分析,旅游商品的概念性定义供给者为满足旅游者需求以出卖交换为目的而提供的具有使用价值和价值的有形和无形服务（无形商品）的总和。如旅游景观，旅游服务，旅游线路，旅游故居，旅游设施，旅游交通狭义上认为，旅游商品是旅游者在旅游活动中购买的物品，包括旅游工艺品、旅游纪念品以及当地的土特产品 1.2内容的整体选定 调查主要针对旅游商品展开，集中分析旅游商品的现实状况，包括旅游商品的重要性，游客的接受程度，游客选购商品时的个人偏好，消费动机及商品的最终受众。 1.3内容细分 在上述基础上，针对旅游商品的一般定义，将调查内容集体细分为土特产品、工艺品类、服饰类这三方面，这样更加明确了调查目的和内容， 1.4相关阐述 1.通过对内容的整体选定，可以借此明确调查目的，做到对销售者及商品生产者的活动起一定的导向作用。 2.调查内容的细分，从土特产品类、工艺品类、服饰类三个方面调查，有更强的实际操作性。同时有利于我们更好的把握调查的重点，突出这三方面在旅游商品中的重要性。 2.调查的重点与难点 2.1调查的重点： 主要集中在土特产品类、工艺品类、服饰类这三个方面调查，同时针对反映的问题，对上述各类商品畅销与滞销制约条件，游客对本地旅游商品认知程度、选择倾向等方面进行考究。 2.2调查的难点 从理论层面来讲，目前国内学术界对旅游商品的概念还未达成共识各种概念之间界限模糊名称混用现象常见于各种文献这一现状在一定程度上阻碍了学术交流和实践活动的开展目前，很多专家用旅游商品消费占旅游总收入的比重来反映旅游收入结构的合理性。在发达国家，这个比例达到40%以上，有的可以达到60%，而我国的比例只有20%左右。弘扬优秀传统文化，提升旅游文化内涵旅游增强旅游文化产业竞争力壮大旅游支柱产业向规模化、集团化、市场化、特色化发展 1.4