基于琼北旅游圈的区域旅游合作策略的实证研究

An Positive Study on Regional Tourism Cooperation Status and Strategies in China

以琼北旅游圈为对象,通过文献研究和问卷调查掌握的数据,分析政府部门、旅游企业(包括旅行社、酒店与旅游商品厂家)、游客及其旅游市场培育、监管和产业升级的发展现状及其困境,提出相应的合作策略。研究结论显示,缺乏统一的发展规划、必要的财政投入、差异化的发展特征、功能匹配的基础设施、对路的市场营销和传播、进入性好的路网交通与标准化的旅游服务水平是当前制约琼北旅游圈发展的主要困境,而这些因素也是中国其他区域旅游合作、发展和推广营销的关键。

Taking the development of Northern Hainan Tourism Circle as the case, this study investigated the relationship among government departments, tourism enterprises （including travel a- gency, hotels and tourism commodity manufacturers） and tourists, and summarized the practice of the cultivation and supervision of tourism market as well as the dilemma arising during the industrial upgrading. Finally,the corresponding strategy of cooperation was put forward. The conclusion of the research suggests that the lack of unified planning, adequate financial investment, differential developing strategies, function-matching infrastructures, suitable marketing mix and communications, accessible traffic networks and standardized tourism service level are the main obstructive factors for the development of Northern Hainan tourism circle. And these factors are also essential to regional tourism cooperation, development and marketing for the rest regions in China.