镇江市旅游业发展关键策略研究 毕业论文.docVIP

江苏科技大学管理学硕士学位论文 摘要 PAGE \* MERGEFORMAT 56 PAGE \* MERGEFORMAT 67 摘要 镇江虽然具有得天独厚的旅游资源，但不论是在游客接待人数、旅游收入还是旅游知名度等各方面，都远远落后于南京、无锡和苏州等旅游城市，成为华东旅游线上的一个温点城市。面对日益激烈的市场竞争，如何扩大镇江旅游市场份额、提高其知名度，已是镇江市旅游业发展亟需解决的问题。本文尝试从游客满意度的角度出发，以镇江市旅游业为研究对象，通过对镇江游客满意度的分析，寻找镇江市旅游业需要改进的地方，以期为镇江市旅游业的发展提供可借鉴的思路和方法。 本文在对镇江市旅游资源和旅游业发展现状研究的基础上，指出镇江拥有丰富的旅游资源、旅游业发展已取得一定的成绩，但是其旅游资源缺乏绝对优势、景区建设和旅游产品开发存在一定的缺陷；通过对镇江市旅游业发展环境进行SWOT分析，指出镇江市旅游业的发展是优势与劣势同在、机遇与威胁并存，并结合我国旅游业的发展趋势，对镇江市旅游业本身所存在的优势和劣势、面临的外在机遇和威胁进一步分析，提出对镇江游客满意度进行研究的需要；通过构建游客满意度测评指标体系，向游客发放调查问卷，用SPSS软件对由调查问卷获得的原始数据进行处理和分析,结果表明：游客对镇江的景区特色开发、票价合理、基础设施完善、旅游商品开发等方面满意度不高，急需改进和提高；最后，根据SWOT结论分析和镇江游客满意度情况，提出了镇江市旅游业关键发展策略和保障措施。 关键词 镇江市；旅游业；游客满意度；发展策略 Abstract Zhenjiang has unique tourist resources, however, on term of reception number, tour revenue, or city fame, it is far behind such tour cities as Nanjing, Wuxi and Suzhou and so on. Zhenjiang is a warm-point region of East China tour line. Faced with increasingly fierce market competition, how to expand the tourism market share of Zhenjiang and to improve its city fame, has been an urgent problem to solve for Zhenjiang tourism development. From the perspective of tourist satisfaction, the thesis takes tourism industry in Zhenjiang as study object. Through analyze Zhenjiang tourist satisfaction to seek for place where Zhenjiang tourism needs to improve, in order to provide the idea and methods for the development of Zhenjiang tourism. Based on the study of Zhenjiang tourism resources and tourism present development situation, pointed out that Zhenjiang has rich tourism resources and the tourism has made certain progress. But its tourism resources lack absolute advantage, the scenic area construction and tourism product development exist flaw; Through the SWOT analysis of tourism in Zhenjiang, pointed out that Zhenjiang tourism development is the superiority and the inferiority with, the opportunity and the threat coexisting. Combined with the development trend of Chinese tourism industry has further analy