区域旅游名牌产品特点与测评的初步研究

Preliminary Research on the Characteristics and Evaluation of Famous Regional Tourism Products

创立区域旅游名牌产品是旅游市场不断成熟条件下出现的一种新的区域旅游发展策略.而区域旅游名牌产品的特点,是制定区域旅游名牌产品发展战略的基础.从名牌旅游产品的特点入手,建立区域旅游产品测评体系.主要包括:认识了旅游名牌产品特殊性,即对地域和资源的依赖性,成名条件的苛刻性和产品自身的层次性.提出旅游产品竞争态的测评模型和方法,以资源吸引力和市场竞争地位来确定某一旅游产品的竞争态,计算了宝鸡十大旅游产品的竞争态,确定了当前名牌产品、衰退的名牌产品、潜在的名牌产品和一般旅游产品四种类型.

The new strategy for regional tourist development is to create famous regional tourism products. Their characteristics are the foundations to establish the strategy for the development of famous regional tourism products, thus, it is necessary to establish a system for the evaluation of such products. Their special characteristics lie in their dependence on their areas and resources, difficulties and quality of the products themselves. The evaluation model and method of the competitiveness of a tourism product are proposed, i.e., its competitiveness depends on its attractiveness and market competitive state. The values of competitiveness of 10 top tourist products in Baoji are calculated. The current famous products, the less favorite ones, the potential ones and the ordinary ones are recognized.