中国高端旅游市场发展研究

High-end Tourism Market Development Research in China

随着中国富裕、富豪阶层的不断壮大,大众化的旅游已无法满足富裕阶层的旅游消费需要。作为当今旅游产业的利润高点和研究新领域,高端旅游已成为业界和学界关注的热点。目前针对高端旅游的概念、标准以及未来发展趋势争论很多,但毋庸置疑的是高端旅游本身便具有"标签"特质,不同于国外高端旅游目的地成熟的品牌形象,我国高端旅游市场在关注市场开发、产品服务升级的同时,也需要关注如何树立高端旅游目的地市场形象。本文从品牌策略角度分析我国高端旅游市场的现状问题和未来趋势。

With the growing China＇s wealthy class, mass tourism has been unable to meet the needs of the rich tourism consumption. As a new economic growth point in today＇s tourism industry and research field,the high-end tourism has become a hot spot in the industry and academia. At present in view of the highend tourism concept, standards, and the future development trend of arguments a lot, but there＇s little doubt that the high-end tourism itself is ＂label＂ traits, high-end tourism destination is different from foreign mature brand image, in the high-end tourism market in China focus on market development, the upgrading of products and services at the same time, also need to pay attention to how to establish highend tourist destination market image. From the perspective of brand strategy,this paper analysis the status quo of the high-end tourism market problems and makes recommendations on the future development trends.