小尺度区域同质旅游差异化发展研究——以山西晋商大院为例

Research on the Diversity Development of Small Scale Homogeneous Tourism: A Case Study of Shanxi Jinshang Scenic Spot

小尺度范围内旅游产品同质化是制约区域旅游可持续发展的重要因素之一,山西晋商大院的小尺度区域旅游产品同质化问题明显。文章通过对山西晋商大院旅游发展同质化现状的认识和原因探微,从市场细分、产品开发、营销策略等视角探讨大院旅游差异化发展的建议,以期为促进晋中旅游可持续发展提供借鉴。

The homogeneity of tourism products in the small scale is one of the important factors that restrict the sustainable development of regional tourism, The homogeneity of small scale regional tourism products in Shanxi Jinshang Scenic Spot is obvious. The study shows the reasons and recognition of homogeneous tourism from the perspective of market segmentation, product development and marketing strategy. Then, put forward suggestions for the tourism diversity development of Jinshang Scenic spot, in order to promote the sustainable development of tourism in Jinzhong.