基于产品差异化理论的陕南旅游产品定位与开发策略  

Product Positioning and Development Strategy Based on Product Differentiation Theory of Tourist Product in Shaannan Area

作　　者：陈绪敖[1] 查芳[1] 

机构地区：[1]安康学院经济与管理系,陕西安康725000

出　　处：《林业调查规划》2015年第2期134-138,共5页Forest Inventory and Planning

基　　金：国家社会科学基金项目"秦巴山区退耕还林与连片扶贫攻坚互动途径与机理研究(12BJY028)";陕西省科学技术厅软科学项目"基于生态视角的陕南产业发展研究―陕南生态农业和生态旅游业耦合产业链形成机理与政策研究(2014KRM21-01)"

摘　　要：旅游需求多样化、个性化、参与化等新的发展趋势,为旅游资源非优区、旅游区位边缘地带旅游业的发展带来机遇与挑战。陕南旅游资源的非优性、旅游区位的边缘性、旅游市场的特定性决定了旅游业发展中旅游产品差异化开发的路径选择。在分析陕南目标客源市场需求、区域特色旅游资源的基础上,提出通过主题差异化、功能差异化、组合差异化等开发策略,开发出形象鲜明、功能多样、多重复合的旅游产品,以丰富旅游产品、增加游客体验、延长游客逗留时间、提高旅游消费、促进旅游业健康持续发展。Tourism demands are becoming diversified, personalized, participation, which bring new op- portunities and challenges for the development of tourism industry in some regions with inferior tourism re- sources or some fi＇inge areas. There are several factors which could decide certain patterns to differentiate the tourist products during the tourism development, such as, non optimal tourism resource in Shaanan area, lots of fringe areas, unique chacteristics of tourism markets. Though the analysis of Shaannan area target market demand and regional tourism resources, this paper points out that it is possible for reginoal tourism industry to achieve goals such as better tourism products with unique image, multi - functions, diversification, more enhanced customer experience, longer travelling time, higher tourism consumption, and healthier sustainable development, which must be achievable only by theme differentiation, function differentiation, combination of differentiation and some other efficient developmental strategies.

关 键 词：产品差异化理论 旅游产品开发 目标客源市场 特色旅游资源 陕南 

分 类 号：S788.2[农业科学—林学] F590.3[经济管理—旅游管理]