三明市森林旅游产品的开发设计  

Studies on the Design and Development of Forest Tourism Products of Sanming City

作　　者：罗金华[1] 

机构地区：[1]三明学院经济管理系,福建三明365004

出　　处：《三明学院学报》2008年第3期330-335,共6页Journal of Sanming University

基　　金：福建省教育厅社会科学研究项目(JA08199S)

摘　　要：基于旅游市场的产品供需关系,采用问卷和访谈的方法,调查分析了三明市森林旅游市场特征及其产品供需现状,发现了森林旅游具有森林观光旅游和森林生态旅游两个层面并以大众观光为主的特征以及三明森林旅游存在开发粗放、产品雷同单一、特色不鲜明、吸引力不强等问题,据此以追求开发效益为目标,从市场营销角度讨论森林旅游产品层面与功能的维度关系,提出从市场需求、产品特征、产品内涵和区域特色等四个层面把握产品八项功能的要求,并应用"市场营销-产品导向"开发模式,设计三明市森林旅游主导产品体系。Based on the summation of the supply and demand of the tourist products and the investigation and analysis of the market characters of forest tourism and the current situation of supply and demand in Sanming city by means of questionnaires and interviews, this paper finds out forest tourism consists of sightseeing and ecotourism, giving priority to sightseeing, and that there exist some problems in the development of forest tourism in Sanming city, such as the extensive development, the similarity and singularity, the absence of characteristics, and the weak appeal of the forest tourism products. Furthermore, aiming at an ideal benefit of the development, it discusses the eight functions of forest tourism products lying in the four lays of market demand, product characteristics, product connotation and regional features, and then designs a product system with dominant quality for Sanming City by the mode of marketing and product-focused.

关 键 词：三明市 森林旅游 市场营销 旅游产品 开发 设计 

分 类 号：F592.757.2[经济管理—旅游管理]