“一带一路”背景下研学旅行市场发展策略研究——以福建省泉州市为例

Research on the Development Strategy of Quanzhou’s Study Travel Market under the Background of"The Belt and Road"

近几年来,在政策引导和消费需求的双重推动下,研学旅行市场因市场前景广阔,逐步发展为我国旅游市场中的新生力量。文章在阐述研学旅行理论和实践发展的基础上,论述了“一带一路”背景下泉州研学旅行市场拥有的独特资源优势、市场需求动力以及政策的有力支持,分析其研学旅行市场存在的问题——产品形式单一、专业人才团队缺乏和消费者认可度低,并从产品质量的提升、人才队伍的建设和宣传推广的策略对泉州研学旅行市场的可持续发展提出建议。

In recent years,driven by policy guidance and consumer demand,the study travel market has gradually developed into a new force of Chinese tourism market due to its broad market prospects. Based on current study travel theory and practice,this article discusses the advantages of unique resources,market demand momentum and strong policy support in Quanzhou study travel market under the background of " The Belt and Road",analyzes the problems existing in Quanzhou,which include simple product form,lack of talent team and low consumer awareness. It gives proposals in promoting sustainable development of Quanzhou travel study market from the following three aspects: the promotion of product quality,the construction of talent team and the strategy of publicity and promotion.