基于国际旅游岛背景下的海南旅游纪念品开发策略研究

Hainan tourism souvenirs development strategy reseach based on international tourism island background

继2009年底国务院审批了海南的《国际旅游岛建设纲要》,2010年1月4日,国务院发布《国务院关于推进海南国际旅游岛建设发展的若干意见》,海南国际旅游岛建设正式步入正轨。在此背景下,海南旅游市场正逐步走向国际化大舞台,进而成为国内旅游业走向国际的平台。尽管旅游业作为海南的龙头产业,但旅游纪念品市场发展却不乐观,旅游纪念品的发展已经成为旅游业发展的"短腿"。为促进海南旅游纪念品发展,呼应国际旅游岛建设,文章首先探讨了发展海南旅游纪念品的重要意义;研究了海南旅游纪念品开发的优势、劣势两方面;分析海南旅游纪念品开发过程中存在的问题及成因,提出建立专项发展资金、细分市场、保护开发者及消费者权益、整合资源优势、强化品牌意识、创新销售渠道等可行性策略。

Following the State Council approved 《Ou-tline of international tourism island》for Hainan the end of 2009,on January 4,by 2010,the state council issued 《the state council on promoting the development of Hainan island of international tourism some opinions》.Official international tourism island of Hainan is on track.In this context,Hainan tourism market internationalization,then become domestic tourism to the international platform.Although tourism is as the leading industry in Hainan,but the tourist souvenir market is not optimistic.The development of tourist souvenir of tourism development has become the＂short leg＂.In order to promote the development of Hainan tourism souvenirs,building echoes the international tourism island,the article firstly explores the significance of souvenirs;and studies the development of Hainan＇s tourist souvenirs strengths and weaknesses.It Analysis of Hainan tourism souvenirs development process,and the problems and their causes,and proposes the establishment of special development funds and market segments,protect developers and consumers＇ rights and interests,the integration of resources advantage,strengthen brand consciousness,innovation,sales channels,etc.