冬季旅游产品开发研究——以新疆昭苏县为例

Research on the Development of Winter Tourism Products--A Case Study of Zhaosu County in Xinjiang

冬季旅游已经成为中国旅游产业发展新的增长点,加强旅游产品开发是促进冬季旅游产业发展的关键举措。旅游业在昭苏县经济发展中的地位不断上升,但旅游收入却增长缓慢,亟需开发冬季旅游产品,发展冬季旅游产业,促进当地经济发展。为摸清昭苏县冬季旅游业市场需求,有针对性地开发冬季旅游产品,基于对昭苏县冬季旅游的基本情况、公共服务体系、餐饮供给体系和特色旅游文化活动等的分析,采用问卷调查和访谈的方式,对昭苏县冬季旅游游客性别、年龄、来源地、文化程度、职业及消费情况展开调查。根据研究结果,从市场定位、产品开发、营销策略、品牌塑造等4个层面提出了优化昭苏县冬季旅游产业结构、强化昭苏县冬季旅游产品开发的对策。

Winter tourism has become a new growth point for the development of China's tourism industry,and strengthening the development of tourism products is a key measure to promote the development of winter tourism industry.The status of tourism in the economic development of Zhaosu county is constantly rising,but tourism income has been growing slowly.There is an urgent need to open up winter tourism products to develop winter tourism industries and promote local economic development.In order to find out the market demand of winter tourism industry in Zhaosu county and open up winter tourism products,based on the analysis of winter tourism,public service system,catering supply system,and characteristic tourism cultural activities in Zhaosu county,a questionnaire survey and interviews were conducted to investigate the gender,age,source,education,occupation and consumption of winter tourists in Zhaosu county.According to the results,from the four aspects of market positioning,product development,marketing strategy,and brand building,the countermeasures to optimize the winter tourism industry structure and strengthen the development of winter tourism products in Zhaosu county were put forward.