基于产品差异化理论的自然风景区竞争策略研究——以星湖风景名胜区为例

The Study of Competitive Strategy of Natural Landscape Area on the Production Differentiation Theory Using the Example of Xinghu Scenic Spot

随着大众旅游的到来,旅游者的体验需求和消费行为逐渐呈现多元化的特点,旅游活动也从传统的观光旅游转变为多样性、多元化的旅游方式。因此,传统的自然类旅游景区仅仅依靠同质化的产品已经无法满足旅游消费者个性化和特色化的需求。基于产品差异化理论,以肇庆星湖风景名胜区为例,运用定性研究、问卷调查等方法分析自然风景区在产品差异化开发过程中存在的问题,并论述实施差异化产品策略对提升自然风景区竞争力的作用,通过构建产品的主题、功能、组合和服务4种维度的差异化竞争策略,以供自然风景区参考。

With the coming of mass tourism, tourists＂ experience requirements and consumer behavior gradually diversified characteristics. And also tourism activities change from the traditional tourism into diversity, diversification of tourism. So,traditional natural attractions which just rely on a single class of homogeneous products have been unable to meet the travel of individual consumers and characteristics of demand. This article is based on the product differentiation theory, taking the famous tourist sites in Xinghu, Zhaoqing as an example, using the ways of qualitative research and questionnaires to analyse the problems of natural resorts during the development of product differentiation. Besides, it discusses the effect of implement differentiated product strategy which may help to enhance the competition of natural resorts, by building four kinds of differentiation strategy that the theme, function, combination and service, for the natural resorts reference.