西安旅游业应对世园会的策略研究

A Study of Strategies of Xi'an Tourism at 2011 World Horticultural Exposition

西安承办的2011年世界园艺博览会,将强化西安及其毗邻地区城市旅游功能,提升城市的国际地位,拓展城市品牌形象。为了更好地应对世园会给西安旅游业带来的机遇与挑战,西安旅游业应以资源的有效开发为目标,遵循旅游观念、结构、营销、管理创新的策略,采取发展城市旅游、拓展旅游圈层、完善旅游产品谱系、开发会展旅游商品等有效措施,构建国际旅游目的地城市。

2011 World Horticultural Exposition hosted by the city of Xi＇an will enhance the status of urban tourism and international status of Xi＇an City and its neibourghing areas.The tourism development of Xi＇an will face the opportunities and challenges.Based on the analysis of the existing problems concerning Xi＇an tourism,suggestions are made as follows： to take the effective development of tourism resources as its goal,to carry out the strategies of the tourism concept,structure and marketing,management innovation,to promote the development of urban tourism,to widen the tourism development circle,to improve the tourism product spectrum,and to develop the exhibition tourist commodities in Xi＇an for the sake of building an international tourist city.