基于供给引领的旅游业市场开发策略研究——以房车露营旅游为例

On the Stragegies of Developing Supply-leading Tourism Market——A Case of Rv Camping Tourism

从供给引领角度促进旅游业态的发展就是提升旅游创新供给对消费需求的引领作用,发挥供给对旅游市场空间的扩展和开创功能。而发挥供给主动引领的作用不仅需要通过政府全域旅游大战略引领全域旅游新常态;通过完善旅游政策和旅游规范来引领旅游企业合法的经营行为,以进一步增强全民的旅游信心;还要通过企业和政府的双重引导使旅游隐性需求更易显性化,并形成实际的需求;通过旅游理念创新引领游客新的消费观念;要通过供给服务品质提升引领游客消费需求欲望。最后,以房车露营旅游业态实现供给引领的创新发展为例提出了旅游新市场空间拓展的思路。

To promote the development of new tourism industry from supply-leading perspectives is to promote the supply leading role of tourism innovation supply on consumers＇ needs,to play a role of expanding tourism market space and initiating function. And playing the role of supply-leading not only needs to lead overall tourism new normal through government＇s overall tourism strategy. What＇s more,by perfecting tourism policy and norms to lead legal operating behaviors of tourism enterprises will further enhance people＇s tourism confidence. The double leading of enterprises and government will lead to externalization of tacit tourism needs and form real needs. Through innovating tourism concept,we can help tourists to gain new consuming concept and through improving supply service quality,we can guide tourists ＇consuming desire. In the end,this paper puts forward ideas on how to expanding tourism new market space with a case of Rv camping tourism.