休闲旅游地产的主题定位分析与开发启示——以江西天沐明月山温泉度假村为例

休闲旅游地产作为旅游与房地产的结合产业,是新的经济增长点,有着良好的市场发展前景。本文以江西天沐明月山温泉度假村为例,在深入分析地产主题影响因子即自然文脉、地域区位和地产需求的基础上,探讨了该休闲旅游地产的主题定位及其塑造过程,并从中挖掘出对于休闲旅游地产开发的启示:主题与文化的有机融合、主题的开发由单一向多元化转变以及实行区域开发的经营模式。

As the cross-industry of tourism and real estate,the leisure tourism real estate has become the newest economic growth point now,and its market has a good development prospect.The theme of the leisure tourism real estate can greatly promote its development.Based on both the case study of Tianmu Mingyueshan Hotspring Country Club and the analysis on impact factors of the real estate＇s theme,such as natural context,geographical location and demand of real estate,this paper not only discuses the theme positioning process but also explores the shaping process of this kind of leisure tourism real estates.Besides,this paper summrizes several development enlightenments which can help to develop those leisure tourism real estates,such as combining the theme with culture closely,insisting on the multiple theme development direction instead of the single direction,carrying out this kind of business model which is the regional business development pattern.