区域度假旅游发展对策研究——以汉中度假旅游发展为例

Countermeasures for Development of Regional Vacation Tourism:A Case Study in Hanzhong of Shaanxi Province

近20年来,度假旅游在中国发展迅速。然而,在度假地数量猛增的同时,多数旅游度假地存在活动项目雷同、综合效益低下、生命周期短暂和恶性竞争等问题。这与当前度假市场的强烈需求存在很大反差。笔者从分析我国度假旅游发展供需现实矛盾入手,指出发展区域度假旅游势在必行,并以中国优秀旅游城市汉中市为例,探讨了度假旅游发展的具体对策,即找准目标市场,做好市场定位;挖掘资源特色,实施中档为主,长短线结合的产品策略;拓宽融资渠道,进行市场化运作及走区域联合发展的道路等,以期为区域度假旅游业发展提供有益借鉴。

In the recent 20 years,vacation tourism has developed rapidly in China.Many holiday resorts are established,but the following problems exist in most of them,such as the same tourism projects,low economic benefit,a short life cycle and vicious competition,which are contradictory to strong demand for vacation tourism in China.The paper analyzes real contradiction between supply and demand of vacation tourism in China and points out that it is imperative and feasible for China to develop regional vacation tourism.Taking Hanzhong City,one of the excellent tourism cities in China,as an example,the paper investigates the specific strategies to develop vacation tourism of Hanzhong City.These strategies include finding a good target market,applying middle-level products strategy,expanding financing channels and taking the road of united development.These countermeasures may provide useful references for the development of regional vacation tourism in Hanzhong City.