基于IWF分析法的跨行政区景区联合的推进策略研究——以重庆市大仙女山旅游区为例  

An IWF Analysis-Based Strategy for Facilitating Cross-Administrative Scenic Spots' Cooperation——A Case Study of Grand Xiannüshan Tourism Area in Chongqing

作　　者：刘瑶[1] 黎霞[2] 

机构地区：[1]西南大学地理科学学院,重庆400715 [2]西南大学经济管理学院,重庆400715

出　　处：《西南大学学报（自然科学版）》2017年第6期114-120,共7页Journal of Southwest University(Natural Science Edition)

基　　金：重庆市社会科学规划一般项目(2013YBJJ025)

摘　　要：2010年重庆市提出"建设大仙女山旅游区"的战略部署,但实际推进并不理想.为寻求旅游合作的突破口,推进旅游景区合作的实质开展,借鉴IPA分析原理,提出并利用IWF分析方法,对大仙女山景区联合的重要性、意愿度和可行性进行研究.结果表明:对于"旅游规划、旅游环线公路、精品旅游线路、旅游品牌"等方面的合作行为较易达成,"联合营销、信息互通共享"方面的合作阻力主要来自于各方的合作意愿,"开通旅游环线巴士"受限于客观条件,"建立旅游网站、消除旅游服务障碍"等合作的重要性不突出,"成立景区管委会、制定利益分配机制"等暂不具备合作的可能性.认为推进大仙女旅游区的联合,应发挥3个区县地方政府的作用,以完善旅游交通环线为突破口,求同存异谋发展,发挥比较优势,实现优势互补,形成积极的合作行为.Since Chongqing government put the progress in the practical work has forward the concept of ＂Grand been unsatisfactory. To find out Xianniishan tourism area＂ in a breakthrough point and pro mote the cooperation among scenic spots, an IWF （Importance-Willingness-Feasibility） analysis originating from IPA （Importance-Performance Analysis） is proposed in this paper to study the importance, will- ingness and feasibility of the scenic spotsv cooperation plan. The results are as follows. The cooperation in tourism planning, transportation and routes are low-hanging fruits now. The hindrance of marketing cooperation is mainly from subjective willingness while the obstacle of tour bus is from objective conditions. In addition, tourism website appears to be of little importance for the cooperation; the setup of an administrative committee and the formation of a profit distribution mechanism are next to impossible at the current stage. Therefore, at present, the development of Grand Xiannushan tourism area depends on the coordination of the local governments of the three involved districts/counties and tourism traffic can be considered as a breakthrough point. Meanwhile, the scenic spots need to seek their common points while reserving their differences so as to realize complementation of each other＇s advantages.

关 键 词：景区联合 IWF分析 大仙女山旅游区 

分 类 号：F590[经济管理—旅游管理]