澳门世界文化遗产旅游的创新性开发策略研究——游客感知的视角  

The Innovative Development Strategies for Macao's World Cultural Heritage Tourism——From the Perspective of Tourists' Perception

作　　者：李玺[1] 毛蕾[1] 

机构地区：[1]澳门科技大学国际旅游学院

出　　处：《旅游学刊》2009年第8期53-57,共5页Tourism Tribune

摘　　要：澳门于2005年成功申报世界文化遗产,揭开了澳门文化旅游发展中的重要一页。世遗旅游成为博彩之外澳门重点推介的旅游产品及线路。为了了解澳门世遗文化旅游3年中的发展,并为其进一步深度开发献计献策,笔者借助问卷调查并辅以参与式隐匿观察的方式研究了访澳游客对文化遗产旅游的感知。调查发现,世遗旅游整体知名度较高,但游客感知的差异性较大;澳门世界文化遗产的类型集中度高,但单个景点的亮点不突出;澳门世界文化遗产的需求差异度高,遗产旅游产品的层次性不强;澳门世界文化遗产的体验满意度不高,配套服务及设施亟待完善。为此,笔者提出澳门在世遗旅游深度开发方面,应该遵循"分区发展、以点带面,精品领先"的发展原则,并且在发展思路、运营模式、配套服务及设施以及产品体系方面实施策略创新。Macao declared the honor of being world cultural heritage in 2005, thus uncovering an important page for the development of Macao cultural tourism. Apart form lottery, world heritage tourism has become key tourist products and routes. In order to understand the development of Macao world heritage cultural tourism in the past three years and offer advice for its deepening development, the authors make a study of tourists＇ perceptions about cultural heritage tourism with the help of questionnaire survey and hiding participatory observation. The survey finds that world heritage tourism as a whole has enjoyed high popularity, but the differences of tourists＇ perceptions are great ; the types of Macao world cultural heritage are of high concentration, but the features of individual scenic spot are not outstanding; the heritage is of high differences of needs, but the tourist products are not strongly-tiered; the satisfactory degree of experiencing the heritage is not high and supporting service and facilities need to be urgently improved. Therefore, the authors suggest that we should adhere to the developing principle of ＂developing by different regions, fanning out from point to area, with competitive products taking the lead＂ and implement strategic innovation in developing ideas, operational mode, supporting service and facilities as well as product system.

关 键 词：游客感知 文化遗产 开发策略 澳门 

分 类 号：F592.7[经济管理—旅游管理]