文化旅游资源市场潜力评价模型研究

本文以文化旅游资源为研究对象,在区分文化资源与文化旅游资源的基础上,分析了影响文化旅游资源开发潜力的因素,将其归纳为资源禀赋和市场潜力两大指标,以此构建文化旅游资源潜力评价的指标体系,建立“资源—市场”矩阵评价模型。其中资源禀赋指标的测评由资源要素价值、资源影响力、资源承载力3个因素决定;市场潜力指标的测评由市场需求及产品设计需求两个因素决定。根据该矩阵评价模型,将文化旅游资源开发状态分为四类,每一类均具有不同的市场潜力,可相应的采取扩张性战略、保护性战略、选择性战略和收缩性战略。

This paper ftrstly distinguishes the concepts between cultural resource and cultural tourism resource,then analyzes the factors influencing the development potential of cultural tourism resources, which can be classifted into two indicators of resource and market. Index of resource is evaluated by value of resources, force of resources and strength of resources. Index of market is evaluated by market demand and demand of product design. According to these indicators, a ＂ resource - market＂ matrix is put forward to assess the development state of cultural tourism resources,which are classified into four types. We can take different measures on different types.