城市旅游发展动力系统视角下的旅游产品开发——以南京市为例

DEVELOPMENT OF TOURISM PRODUCTS DASED ON URBAN TOURISM FORCE MODEL——TAKING NANJING CITY AS A CASE

以南京市为例构建城市旅游发展驱动力模型判别指标体系,采用AHP法和多目标线性加权函数法得到南京市旅游发展驱动力得分及结构并与理想旅游城市比较分析,结果表明南京市旅游发展存在旅游产品结构单一、供需脱节、品牌形象缺失等问题.然后提出相应升级方向：塑造鲜明的品牌形象,打造高端旅游产品,挖掘特色产品,添加参与性、体验性要素,引入另类旅游产品,培育生态旅游产品,并注重产品整合和规模效益、集聚效益的发挥.本研究首次将客源地旅游需求系统纳入城中旅游发展驱动力指标体系,利用定量方法分析了南京城市旅游产品存在的问题并提出相应对策,为发达地区面临竞争的旅游城市产品开发研究提供了借鉴和指导.

The determination of development force model for urban tourism is the guidance for the tourism products adjustment and of great significance for products innovation development. Taking the famous tourist city Nanjing as an example, building urban tourism development force evaluation indexe system and then adopting AHP model and multi - objective linear weighting function method in analysis process, we can get the score of each ele- ment in the indactor system. After comparative analysis of urban tourism force system between Nanjing and ideal tourism city, combined with research of the status quo of tourism in Nanjing, the problems exist in Najing tourism are revealed： the tourism products system is too single and in low level, the gap between demand and provision is expanding, as well as the tourism image is vague and lack of competitiveness and so on. Finally the countermeasure to upgrade tourism product and system adjustment are put forward： first, set up distinctive brand image based on tourism resource advantage; then construct high -end tourism products system, excavate products characteristics, add participatory and experience elements into the products, introduce alternative tourism products into the market, wfiile nurture eco - tourism products ; at the same time focus on the product integration and the exertion of scale and agglomeration benefits in tourism products upgrade and brand image modeling. It is the first time to integrate the tourism demand system into tourism force evaluation system, as well as adopting quantitative methods in analysis problems and shortcomings in city tourism products. The results can be the scientific guidance and reasonable proof for Nanjing tourism planning and strategy draught. At the same time, research methods provide reference and new respective for urban tourism development and products upgrade for the areas where the economy and society are high developed and the regional competition is increasing rigid.