肥西三河古镇的旅游发展战略的研究.pdf

1肥西三河古镇的旅游发展战略研究摘要古镇是我国优秀的文化遗产资源,古镇的建筑是古老的见证,是历史文化的集中体现,同时也是古镇旅游的重要看点之一。在旅游业飞速发展的今天,古镇旅游也在成为很多旅游者的首选,但是在古镇旅游毕竟是旅游业的新生事物,在旅游开发的过程中,存在着很多问题,因此关于古镇旅游开发的研究比较多,不过主要集中在古镇的开发与保护等方面,从发展战略方面的研究还是比较少的,而且由于古镇的特点不同,环境不同,发展战略也不适合所有的古镇。本文研究在旅游业快速发展、竞争激烈的形势下,在游客们的旅游需求发生变化的环境下,肥西三河古镇应采用什么样的发展战略来应对市场的竞争,如何充分发挥自身的优势来赢得市场。文章从古镇的背景出发,在研究国内外相关古镇旅游研究资料的基础上,提出了研究古镇旅游发展战略的目的、意义及理论依据。并在界定古镇的定义和古镇的发展阶段上提出了独特的见解。文章对比了我国知名古镇的旅游开发模式,总结了现阶段古镇旅游开发中存在的问题,并以三河古镇这一极具代表性的皖中古镇为研究对象,在充分了解古镇的旅游资源特征及现阶段安徽政治、经济和文化等宏观层面的基础上,采用问卷调查法、实地考察发、资料分析法等手段,深入分析了三河古镇旅游发展的行业环境,并对三河古镇的旅游资源、旅游环境进行了SWOT分析评价,然后提出了三河古镇旅游发展的战略选择与实施措施,即三河古镇应采取外部加大宣传、扩大合作,内部以点带面、全面推进的内外结合式旅游发展战略和避开竞争、推进商业旅游、文化旅游和乡村生态旅游的蓝海战略。最后文章提出战略实施的保障措施,包括做好旅游宣传工作等等。关键词:三河古镇;旅游发展;蓝海战略;古镇旅游2Study on Tourism Development Strategy of the Ancient Town of Sanhe in Feixi Abstract As Chinese excellent cultural heritage resources, architecture of ancient towns is testimony to the long history and concentrated expression of history and culture,as well as one of the important scenic spots of ancient town tourism. Nowadays,with the rapid development of tourism, a tour to an ancient town is ing the first choice for many people. However, there are still many problems in the process of tourism development. After all, ancient town tourism is just a young baby in tourism. As a result, there are many investigations on tourism development of ancient towns, which mainly concentrate on their development and protection, while studies from the aspect of development strategy are relatively fewer. Development strategy won’t be suitable for all the ancient towns because of their different features and environments. With the rapid development of tourism, the increasingly petition and changing requirements of tourists, this paper focuses on what development strategy should be taken in Sanhe to cope petition in the market, and how to give full play to its advantages to win the market. Starting from the background of ancient towns and based on the study of domestic and foreign