敦煌市旅游演艺产品市场调查研究

Research on the Market of Tourism PerformingArts Products in Dunhuang

旅游演艺产品是文化旅游融合的典型代表。敦煌作为西部旅游名城,其演艺产品在国内外拥有较高的知名度,但相关的理论研究较少,在一定程度上制约了敦煌旅游演艺的高质量发展。本文以敦煌市旅游演艺产品市场为研究对象,在调查其供给与需求情况的基础上,采用回归分析等数理统计方法对敦煌市旅游演艺产品市场的现状进行深入分析。研究显示,敦煌市旅游演艺产品市场的发展状况总体较好,文化融合与展现得到了游客们的高度认同,但观影服务方面还有待提升。最后,本文基于供需理论,从数量、质量、结构、空间和时间五个角度,对敦煌市旅游演艺产品市场发展中存在的问题展开深入研究,并提出挖掘文化内涵、开展市场细分、提高产品质量、加大营销力度等改进措施,缓解市场供需矛盾,有效推动敦煌旅游演艺市场发展。

Tourism performing arts products are typical representatives of integration of culture and tourism.Dunhuang,as a famous tourist city in western China,has a high reputation for its performing arts products at home and abroad.However,there are so few related theoretical researches that the high-quality development of Dunhuang tourism performing arts might be restricted to a certain extent.This paper takes Dunhuang tourism performing arts product market as the research object,and analyzes the present situation based on the investigation of its supply and demand by regression analysis and other mathematical statistics methods.The results show that the overall development of the tourism performing arts market in Dunhuang is generally good,and cultural integration and display have been highly recognized by tourists,but the viewing service needs to be improved.Finally,based on the theory of supply and demand,this paper makes an indepth study on the problems existing in the development of Dunhuang tourism performing arts products market from five angles:quantity,quality,structure,space and time.The paper makes following suggestions:excavating cultural connotation,developing market segmentation,improving product quality,and increasing marketing efforts.In this way,the contradiction between supply and demand in the market can be alleviated,and the development of the tourism performing arts market in Dunhuang will be effectively promoted.