丽江古城商业模式升级——体验游

The Upgrade of Business Model in Lijiang Ancient City,the Experience Tour

丽江古城保护与发展的契机在于原有商业模式的升级。依据丽江古城旅游资源价值及内涵,根据现有客源市场游客旅游需求的特点,应对丽江古城旅游资源进行全方位整合,并对丽江古城旅游核心竞争力进行升级优化。从价值链入手,对产品设计、销售、服务、营销等环节进行科学设计,以行、食、宿、游、娱、购六大要素以及旅游从业人员的服务质量等为视角,有重点、有针对性地推进丽江古城开发体验式旅游,最终形成丽江古城最具特色的体验旅游产品,从而达到既发展丽江旅游业,又对丽江古城加以保护。

The protection and development of Lijiang ancient city rely on the upgrade of its original business model. Based on the value and connotation of the eity＇s tourist resources mad the demand of eurrent tourist market, tourist resources of the city need to be integrated in full seale and the core tourist eompofitiveness to be promoted. Starting with the value chain, attractive tourist produets need to be designed in terms of project, selling, service, and marketing. Focusing on means of transportation, board and logging, sightseeing, reereafian, shopping, and the service of tourist practitioners and stressing on selected key items, the most eharaeterisfie experience tour praduets could be ereated, thereby, to develop the tourism and protoct the aneient eity as well.