中质旅游景区开发初探

Research on Tourist Development of Middle-Quality Scenic Area

中质景区是指旅游综合质量中等的景区。开发中质景区可以增加目的地供给、优化旅游目的地结构、分流优质景区客流。以四川雅安碧峰峡景区为例,在分析该类型景区优劣势的基础上,对其在旅游项目设计、资金筹措、客源市场、产品设计、市场营销等方面提出了对策。同时指出,我国中质旅游景区开发中存在着资源价值评价不准确、资源破坏严重等误区,以期在旅游实践中提高中质旅游景区的开发质量。

Scenic area with middle quality was defined as Middle-Quality Scenic Area(MQSA).It helped increase tourist destination supply,optimize destination structure and distribute tourists of High-Quality Scenic Area.As a case study of Bifengxia Scenic Area of Ya'an,Sichuan, based on the analysis of its strength and weakness,this paper made a discussion on tourist item choice, money raising, visitor market, product and promotion of MQSA.It also pointed out some errors about MQSA development in China such as improper estimation on its value and tourist resource damage etc. The essay aimed to increase development quality of MQSA in practice.