枣庄市台儿庄古城旅游景区体验性项目开发研究.pdfVIP

摘 要 体验经济的到来促进了体验式旅游的发展，给旅游活动带来的影响主要有 两方面。一是旅游者观念的转变，由传统的被动观赏旅游转变为主动参与旅游； 另一方面是旅游地项目开发策略的转变，由以往只注重项目保护开发向注重体 验性项目开发转变。文章通过对枣庄市台儿庄古城旅游景区体验性项目现状的 调查，发现景区内体验性项目种类较少，类型单一，价格昂贵。表明：台儿庄古城 体验性项目开发总体上处于初级 段，景区内体验性项目深度开发、二次开发还 没有展开，存在着主题性不强、文化底蕴不够、娱乐项目较少、消费价格偏高、新 颖项目匮乏等一系列问题。本文采用ASEB栅格分析法对台儿庄古城景区的体验 性项目从活动、环境、体验和利益四个方面进行了定性分析，结合定量分析，提 出了台儿庄古城体验性项目的开发方向。笔者建议在体验性项目的开发设计上 应重点体现出枣庄“城不离水，水不离城”的城市品牌。 【关键词】体验式旅游；体验性项目；ASEB栅格分析法；台儿庄古城 Abstract With the coming of the Experience economy, it promotes the development of experiential tourism; it has two main aspects on the impact of tourism activities. On the one hand, it changes the idea of the tourists, changing from the traditional passive viewing to active participation in tourism; On the other hand, it changes the transformation of the tourist project development strategy, changing from only paying attention to development the protective project in the past to the experiential project. In the article, through the survey of the present situation of experiential project development in Taierzhuang ancient town, it founds that there are fewer types of experiential projects in the scenic area, with a single type and expensive. Show that: generally speaking, the experiential projects of the Taierzhuang town still be in the primary stage, it did not begin in the depth of experiential projects and secondary development in the scenic, there are a range of issues, like poor thematic, cultural heritage is not enough, less entertainment, consumer prices are high and lack of new projects. In this article, we use ASEB grid analysis of qualitative analysis for the experiential projects of Taierzhuang ancient town in four aspects, such as the activities, environment, experience and interests. Combined with quantitative analysis, we propose the development of the project direction of the Taierzhuang ancient town. The author suggests t