开平碉楼世界文化遗产旅游开发研究——基于现实市场与潜在市场的对比分析

Tourism Development Research of Kaiping Diaolou World Cultural Heritage:Based on Contrastive Analysis of Real Market and Potential Market

2007年6月28日,"开平碉楼与村落"项目被联合国教科文组织正式列入《世界遗产名录》,成为我国第34处世界遗产、广东省第一处世界遗产。成功申报世界文化遗产为沉寂多年的开平碉楼带来新的发展机遇。为了增加市场研究的全面性和提高旅游规划的前瞻性,采用现实游客调查与潜在游客调查相结合的研究方法,通过对比分析两者在人口统计学特征、客源地结构、世遗认知度、文化资源吸引力评价、旅游信息渠道上的差异,从目标市场定位、文化内涵挖掘、旅游宣传推广方面,提出开平碉楼旅游开发的策略。

Kaiping Diaolou and Village was listed as world heritage by UNESCO in 28th June,2007, also is the 34th world heritage in China and the first one in Guangdong Province. Success in declaring world cultural heritage brings a new development opportunity for the Kaiping Diaolou which had been desolated for so many years. Confronting the coming upsurge of tourism and investment, how to convert the world-class heritage resources into consumable tourism products with high quality becomes a hot issue for the local administration. In order to improve the entireness of market research and have a prospective view for tourism planning, the paper carries out both surveys of real tourists and potential tourists, the former studies the tourists who finish visiting Kaiping Diaolou just now, while the latter studies the people who have both the inclination and ability to visit Kaiping Diaolou. By contrasting the differences between the two in demographic characteristics, tourist source structure, world cultural heritage cognition, attraction evaluation of cultural resources, tourism information channels, the paper puts forward several development strategies in regard to market position, culture excavation and tourism propaganda.