“一带一路”倡议下桂北民族地区旅行社出境旅游产品创新研究——以龙胜和三江旅行社为例

On the Innovation of Outbound Tourism Products by Travel Agencies in the Ethnic Minority Areas of Northern Guangxi from the Perspective of“One Belt One Road”Initiative:A Case Study on the Travel Agencies in Longsheng and Sanjiang

在"一带一路"倡议下我国出境游市场发展迅猛,旅行社若想在激烈的市场竞争中脱颖而出,就必须结合市场需求和自身状况,对出境游产品进行创新。通过文献分析法和问卷调查法对龙胜、三江旅行社出境游现状及居民出境游需求进行了分析,并分别从产品创新和产品创新配套服务提升两个层面提出了具有建设性的创新对策。一方面,必须设计个性化旅游产品满足消费者需求,创新推出度假型旅游产品,突出旅游产品特色,丰富和完善旅游产品类型;另一方面,加强人才培养,完善安全保障机制,创新营销手段,加大宣传力度,以此推动桂北民族地区出境旅游的进一步发展。

Chinese outbound tourism market developed rapidly under the impact of"One Belt One Road"initiative.Any travel agencies that want to be successful in the heat market competition have to innovate their outbound tourism products according to both market need and their conditions.Based upon an investigation into both the outbound tourism organized by the travel agencies in Longsheng and Sanjiang,and the market need of outbound toursim in Longsheng and Sanjiang through literature analysis and questionaire,the article offers some innovative countermeasures for the innovation of outbound tourism products,focusing on product innovation and the corresponding supporting service.On the first hand,it is necessary to design personalized tourism prodducts to meet consumers’need,such as holiday tourism products,unique tourism products,mulpiple tourism products and so on.On the other hand,it is an urgent need to enforce the cultivation of special talents,improve security mechanism,innovate the marketing methods,increase the publicity,aiming to promote the further development of outbound tourism in the northern part of Guangxi.