历史文化名城苏州旅游产品的创新和发展

New Wine in Old Bottles: Innovation & Development of Suzhou Tourist Products

本文在评述历史文化名城苏州现阶段旅游产品状况的基础上,通过苏州旅游产品优势和存在问题的分析,指出苏州长期赖依发展的传统观光旅游产品———园林旅游面临着产品老化,对主要客源市场上海及周边地区游客吸引力下降之事实,并对近期主打产品江南古镇过度商业化、产品雷同、相互竞争性强等问题进行了剖析。在此基础上提出了苏州旅游产品发展规划的策略,即凭依“旧瓶装新酒”这样的开发模式,通过实施旅游产品的整体发展与整合策略,继续发扬老产品的品牌效应,并重点打造度假休闲、商务及会展旅游、文化旅游等产品开发,以及整个城市自身旅游功能的全面提升,实现苏州旅游新的发展。

This paper analyzed firstly the status quo of Suzhou tourist products by statistics, and concludes that as its traditional main product——ancient garden tourism attracted relatively less neighbor cities′ arrivals these years. After SWOT analyses, this paper gave also a strategy for its innovation & development called in Chinese slang “New Wine In Old Bottles”. In the end, it analyzes some key steps to implement this integration & total product development strategy for tourist products innovation.