旅游景区规划的钻石模型

Diamond Model on Tourist Attraction Planning

旅游规划在经历“资源导向—市场导向—产品导向—形象导向”后,已经进入体验导向的新时代。景区作为旅游产业的“龙头”、旅游出行的“由头”、旅游系统的“重头”,需要发展呼应旅游体验的规划模型,以指导其开发建设。本文基于对景区“二元属性、三重境界、四大要素”的理解认识,提出功能定位看市场、主题选择看资源、项目策划讲故事、场所设计讲意境、设施系统特色化和解说服务角色化六个方面的景区规划内容及其技术路径,从而构建了一个针对旅游景区规划的“钻石模型”。结合案例阐释表明,钻石模型提出的“六要素”内容框架和规划技术,能有效指导旅游景区的开发建设和优质发展,具有良好的普适性和生命力。

After 4 stages of resources-oriented,market-oriented,product-oriented and image-oriented plans,tourism planning has entered a new experience-oriented era.Being the flagship of tourism industry,the drive of travelling,and the highlight of tourism system,tourist attraction needs to develop a planning model which corresponds to tourists’experience so as to promote its further development and construction.Based on the understanding of tourist attraction’s double attributes,threefold states and fourfold factors,this paper proposes a new planning technical route named“diamond model”in six perspectives,which suggests that market defining the functional positioning,resource deciding the theme selection,and project strategy should focus on storytelling,place designing should emphasize imagery,infrastructure system should bespecialized and the interpretive service should characterized.Many cases show that this diamond model including a six-factor content framework and planning technique could guide effectively the construction and high-quality development of tourist attraction.More importantly,this model has good universality and vitality,which is worth of much more attention by the related stakeholders.