张裕瑞那城堡酒庄工业旅游开发路径分析  

Analysis on Industrial Tourism Development and Construction Path of Chateau Changyu Rena

作　　者：唐文龙[1] 魏滨生 曾蓓[1] 孔维府[3] 刘涛 阮仕立[5] TANG Wenlong;WEI Binsheng;ZENG Pei;KONG Weifu;LIU Tao;RUAN Shili(School of Business Administration,Shandong Institute of Business and Technology,Yantai 264005,China;Chateau Changyu Rena,Yantai Changyu Group Co.,Ltd.,Xi'an 712042,China;Yantai Institute,China Agricultural University,Yantai 264670,China;Department of Tourism Management,Yantai Vocational College of Culture and Tourism,Yantai 264003,China;Technology Center,Yantai Changyu Group Co.,Ltd.,Yantai 264000,China)

机构地区：[1]山东工商学院管理学院,山东烟台264005 [2]烟台张裕集团陕西张裕瑞那城堡酒庄,陕西西安712042 [3]中国农业大学烟台研究院,山东烟台264670 [4]烟台文化旅游职业学院旅游管理系,山东烟台264003 [5]烟台张裕集团有限公司技术中心,山东烟台264000

出　　处：《中外葡萄与葡萄酒》2022年第2期80-85,共6页Sino-Overseas Grapevine & Wine

基　　金：山东省社科规划项目(21CGLJ23)。

摘　　要：自20世纪90年代以来,国内的葡萄酒工业旅游从兴起到逐渐成熟,取得了良好的社会经济效益。文章梳理了张裕集团工业旅游资源的形成过程和建设路径,分析了张裕瑞那城堡酒庄开展工业旅游所具备的优势资源:张裕母品牌背书效应、地理区位优势、便利交通条件和区域旅游资源互补等。还从立足当地葡萄酒产区建设、工业旅游产品组合设计的客源引流方法、多方联动机制建立和品牌形象塑造等方面总结了瑞那城堡酒庄在开展工业旅游过程中的阶段性成功经验和典型做法,以供国内其他葡萄酒企业参考和借鉴。Since the 1990s,the domestic wine industry tourism has gradually matured and achieved good social and economic benefits.This paper combed the formation process and construction path of Changyu's industrial tourism resources,and analyzed the advantageous resources of Chateau Changyu Rena in developing industrial tourism,such as Changyu parent brand endorsement effect,geographical location advantages,convenient transportation conditions and complementary regional tourism resources.It also summarized the successful experience of industrial tourism in Chateau Changyu Rena from the following aspects:based on the construction of local wine producing areas,the design of tourist source drainage method of industrial tourism product portfolio,the establishment of multi-party linkage mechanism and the shaping of brand image,for reference by other domestic wine enterprises.

关 键 词：工业旅游资源 葡萄酒旅游 工业遗产 旅游产品组合 主题旅游线路 

分 类 号：F426.82[经济管理—产业经济] F592.7