基于“中国生态环境第一县”品牌的庆元旅游发展策略研究

Tourism development strategy in Qingyuan County under the brand of “the Chinese county with the best eco-environment”

"跟风有余,创新不足"的片面化向发达地区学习的旅游经营理念是浙江省庆元县旅游业发展缓慢的根本原因。分析了海峡西岸经济区的发展对庆元县旅游业发展的利好因素,提出了庆元县旅游业在海峡西岸经济区发展中的应对措施,并提出了基于"中国生态环境第一县"品牌的旅游发展思路,阐述了庆元旅游业"生态休闲"的总体定位,在旅游客源市场定位、旅游产品开发、旅游接待服务环境营造、旅游和生态保障机制确立等方面提出适合于庆元县实际情况的发展策略。以期对庆元旅游发展提供有益参考,同时也为浙江省欠发达地区发展旅游业提供借鉴。

By pointing out that the uncreative copying of the tourism managing mode of the developed area is responsible for the hold-back of the tourism development in Qingyuan County of Zhejiang,this paper analyses the benefits brought by the Haixi Economic Zone to the tourism in Qingyuan,and put forwards the measures to take for the latter to cope with the situation.It is suggested that the tourism in Qingyuan should be developed largely on the basis of the brand ＂the Chinese county with the best eco-environment＂ with eco-leisure as its feature.The paper also advances the development strategy that serves for the practical situation in Qingyuan,including the orientation of tourism marketing,the development of tourism products,the creating of tourism reception and service environment,and the establishment of the guarding system for tourism and eco-environment,in the hope of offering constructive advices for the tourism development in both Qingyuan and other under-developed regions in Zhejiang Province.