国内“城墙游”旅游产品开发研究——以桂林为例word格式论文.docxVIP

摘要 “城墙游”是指以城墙遗址作为旅游资源进行开发的主题性专项旅游产品，如 西安环城墙游、北京城墙遗址公园、南京明城墙风光带等“城墙游”产品，这些“城 墙游”旅游产品均取得了良好的社会和经济效益，但是我国大部分城墙资源由于管理 缺位，导致未能得到很好保存或有效保护，损毁严重。尚存的大多处于潜在状态，未 被开发利用，经济和文化价值没有得到体现。 本文首先以我国城墙旅游开发为研究对象，运用旅游资源开发理论、旅游产品开 发理论、旅游市场营销学理论，并借鉴西安城墙旅游产品与南京明城墙旅游产品开发 的实践经验，藉此来系统构建“城墙游”旅游产品开发的应用基础理论，包括宏观上 的开发原则、开发目的、开发程序、开发策略等理论和中微观上的产品策划理论构建。 然后，以桂林“城墙游”旅游产品开发作为实证研究对象，在运用 SWOT 综合分析 法对桂林城墙资源的优劣势、所处外部环境进行战略分析的基础上，对上述所构建的 城墙旅游产品开发的应用基础理论，如城墙保护和开发的原则、程序、策略、产品策 划等方面进行了应用性的具体探索。 本文的创新之处是，在分析城墙旅游开发的典型案例的基础上，结合旅游产品开 发的专业知识，系统构建了一套“城墙游”旅游产品开发的应用基础理论，对推动今 后国内的“城墙游”旅游产品开发具有一定的理论意义和现实意义。 关键词：城墙旅游；产品开发；应用基础理论；SWOT 分析；实证研究IAbstract“City wall tour” is a kind of thematic and specific tourism products that developed walls as tour resources, for example Xi’an Around “city wall tour”, Beijing city wall Relics Park, Nanjing scenery belt around Ming dynasty city wall and so on. These “city wall tour”products have got great social and economic benefits. Due to the shortage of effective management, most of the Chinese city walls have been destroyed badly, lacking of protection and conservation, some preserved city walls are still under-developed, the social and economic benefits have not yet been realized.This paper starts from characteristic of “developing Chinese city walls”, using the theories of developing tour resources, developing tour products, tourism marketing, and learning from the experience of Xi’an and Nanjing city walls’ development, in order to construct the elementary theory of developing the product of city wall, including principle, purpose, procedure, strategy of development from macroscopic aspect, products planning from microcosmic aspect. Then targeted to “city wall tourism”of Guilin, combined with elementary theory mentioned above, the paper uses SWOT analysis to analyze weakness, superiorities and environment of it, and then explored them on principle, procedures, strategies and so on.Based on typical cases of city wall development, combined with professional knowledge about developing