永州市旅游发展总体规划

目录第一章编制说明---------------------------------------------------------------------------------------------------------------------------- 1一、修编背景 -------------------------------------------------------------------------------------------------------------------------- 1（一）新时代，新发展，呼唤新规划------------------------------------------------------------------------------------- 1（二）省政府明确提出要求 ------------------------------------------------------------------------------------------------- 1（三）市委、市政府十分重视旅游业发展 ------------------------------------------------------------------------------ 1二、原规划回顾与述评-------------------------------------------------------------------------------------------------------------- 1三、本轮规划的任务与依据 ------------------------------------------------------------------------------------------------------- 1（一）规划期限----------------------------------------------------------------------------------------------------------------- 1（二）规划的主要依据 ------------------------------------------------------------------------------------------------------- 1四、修编原则 -------------------------------------------------------------------------------------------------------------------------- 2（一）充分吸收原有规划的合理成果------------------------------------------------------------------------------------- 2（二）以旅游产品为导向 ---------------------------------------------------------------------------------------------------- 2（三）加强规划修编深度 ---------------------------------------------------------------------------------------------------- 2五、修编思路 -------------------------------------------------------------------------------------------------------------------------- 2（一）坚持五项原则 ---------------------------------------------------------------------------------------------------------- 2（二）实施四大战略 ---------------------------------------------------------------------------------------------------------- 2（三）推进三大转变 ---------------------------------------------------------------------------------------------------------- 2（四）突破两大瓶颈 ---------------------------------------------------------------------------------------------------------- 3（五）实现一个目标 ---------------------------------------------------------------------------------------------------------- 3第二章旅游发展条件与背景 ----------------------------------------------------------------------------------------------------------- 4一、旅游业发展环境----------------------------------------------------------------------------------------------------------------- 4（一）国际环境----------------------------------------------------------------------------------------------------------------- 4（二）国内环境----------------------------------------------------------------------------------------------------------------- 4（三）省内环境----------------------------------------------------------------------------------------------------------------- 5二、旅游业发展条件----------------------------------------------------------------------------------------------------------------- 5（一）自然条件----------------------------------------------------------------------------------------------------------------- 5（二）区位交通条件 ---------------------------------------------------------------------------------------------------------- 6（三）历史人文条件 ---------------------------------------------------------------------------------------------------------- 6（四）社会与经济条件 ------------------------------------------------------------------------------------------------------- 6三、旅游产业发展现状-------------------------------------------------------------------------------------------------------------- 7（一）发展概况----------------------------------------------------------------------------------------------------------------- 7（二）存在问题----------------------------------------------------------------------------------------------------------------- 7四、旅游业发展的比较优势 ------------------------------------------------------------------------------------------------------- 8（一）发展机遇----------------------------------------------------------------------------------------------------------------- 8（二）优势条件----------------------------------------------------------------------------------------------------------------- 8（三）制约因素----------------------------------------------------------------------------------------------------------------- 8（四）挑战与风险-------------------------------------------------------------------------------------------------------------- 9第三章旅游资源现状调查与评价---------------------------------------------------------------------------------------------------- 10一、旅游资源调查与评价 -------------------------------------------------------------------------------------------------------- 10二、旅游资源评价------------------------------------------------------------------------------------------------------------------ 12（一）定性评价--------------------------------------------------------------------------------------------------------------- 12 （二）定量评价--------------------------------------------------------------------------------------------------------------- 13 第四章指导思想与发展目标 --------------------------------------------------------------------------------------------------------- 15一、指导思想 ------------------------------------------------------------------------------------------------------------------------ 15二、发展目标定位------------------------------------------------------------------------------------------------------------------ 15（一）总体目标--------------------------------------------------------------------------------------------------------------- 15 （二）阶段目标--------------------------------------------------------------------------------------------------------------- 15 第五章客源市场规划 ------------------------------------------------------------------------------------------------------------------- 17一、客源市场现状分析------------------------------------------------------------------------------------------------------------ 17（一）旅游市场背景分析 -------------------------------------------------------------------------------------------------- 17 （二）旅游市场现状分析 -------------------------------------------------------------------------------------------------- 17二、客源市场定位------------------------------------------------------------------------------------------------------------------ 21（一）客源市场总体定位 -------------------------------------------------------------------------------------------------- 21 （二）客源市场目标定位 -------------------------------------------------------------------------------------------------- 21三、客源市场预测------------------------------------------------------------------------------------------------------------------ 22（一）客源市场预测的主要依据----------------------------------------------------------------------------------------- 22 （二）客源市场规模预测的主要方法----------------------------------------------------------------------------------- 23 （三）旅游需求规模预测 -------------------------------------------------------------------------------------------------- 23 （四）旅游业占GDP的比重预测 --------------------------------------------------------------------------------------- 23四、客源市场开发策略------------------------------------------------------------------------------------------------------------ 24（一）突出特色，整合资源，巩固拓展“联合”协作之路 ------------------------------------------------------ 24 （二）狠抓基础设施建设，进一步打造精品旅游环境------------------------------------------------------------- 24 （三）强化旅游服务软件建设，不断提升旅游服务质量---------------------------------------------------------- 24 （四）实施旅游信息化战略，完善旅游目的地信息系统---------------------------------------------------------- 24 第六章旅游空间布局与发展规划 --------------------------------------------------------------------------------------------------- 25一、布局原则 ------------------------------------------------------------------------------------------------------------------------ 25二、空间布局 ------------------------------------------------------------------------------------------------------------------------ 25三、各县区发展规划要点 -------------------------------------------------------------------------------------------------------- 26（一）冷水滩区--------------------------------------------------------------------------------------------------------------- 26 （二）零陵区------------------------------------------------------------------------------------------------------------------ 27 （三）东安县------------------------------------------------------------------------------------------------------------------ 28 （四）祁阳县------------------------------------------------------------------------------------------------------------------ 28 （五）双牌县------------------------------------------------------------------------------------------------------------------ 29 （六）道县 --------------------------------------------------------------------------------------------------------------------- 29 （七）宁远县------------------------------------------------------------------------------------------------------------------ 30 （八）新田县------------------------------------------------------------------------------------------------------------------ 31 （九）蓝山县------------------------------------------------------------------------------------------------------------------ 31（十）江华县------------------------------------------------------------------------------------------------------------------ 32 （十一）江永县--------------------------------------------------------------------------------------------------------------- 33 （十二）金洞管理区 -------------------------------------------------------------------------------------------------------- 33 （十三）回龙圩管理区 ----------------------------------------------------------------------------------------------------- 34 第七章旅游产品体系规划 ------------------------------------------------------------------------------------------------------------ 35一、旅游产品创新思路------------------------------------------------------------------------------------------------------------ 35（一）零陵古城访幽游 ----------------------------------------------------------------------------------------------------- 35 （二）宋明理学溯源游 ----------------------------------------------------------------------------------------------------- 35 （三）瑶族风情寻根游 ----------------------------------------------------------------------------------------------------- 35 （四）德源舜帝祭祖游 ----------------------------------------------------------------------------------------------------- 36 （五）零陵古郡探秘游 ----------------------------------------------------------------------------------------------------- 36 （六）永山永水体验游 ----------------------------------------------------------------------------------------------------- 36 （七）阳明活佛宗教游 ----------------------------------------------------------------------------------------------------- 36 （八）古城古镇古村游 ----------------------------------------------------------------------------------------------------- 36 （九）南岭山地度假游 ----------------------------------------------------------------------------------------------------- 36二、旅游产品体系------------------------------------------------------------------------------------------------------------------ 37三、旅游产品开发战略------------------------------------------------------------------------------------------------------------ 38四、旅游线路设计------------------------------------------------------------------------------------------------------------------ 38（一）旅游线路开发思路 -------------------------------------------------------------------------------------------------- 38 （二）旅游线路现状 -------------------------------------------------------------------------------------------------------- 38 （三）旅游线路现状评价 -------------------------------------------------------------------------------------------------- 40 （四）旅游线路优化设计 -------------------------------------------------------------------------------------------------- 40 第八章重点旅游项目开发规划------------------------------------------------------------------------------------------------------- 45一、提质更新项目------------------------------------------------------------------------------------------------------------------ 45（一）永州古城恢复与保护 ----------------------------------------------------------------------------------------------- 45 （二）千年古村上甘棠景区开发----------------------------------------------------------------------------------------- 45 （三）阳明山生态旅游综合开发----------------------------------------------------------------------------------------- 45 （四）舜皇山生态旅游综合开发----------------------------------------------------------------------------------------- 46（五）浯溪碑林景区扩建 -------------------------------------------------------------------------------------------------- 46 （六）湘源温泉生态旅游开发 -------------------------------------------------------------------------------------------- 46 （七）九嶷山旅游区综合开发 -------------------------------------------------------------------------------------------- 46二、新建项目 ------------------------------------------------------------------------------------------------------------------------ 46（一）玉蟾岩农耕文化博览园 -------------------------------------------------------------------------------------------- 46 （二）中心城区游客服务中心 -------------------------------------------------------------------------------------------- 47 （三）大冠岭古堡群旅游开发 -------------------------------------------------------------------------------------------- 47 （四）周家大院古民居旅游开发----------------------------------------------------------------------------------------- 48 （五）神州瑶都民族风情园 ----------------------------------------------------------------------------------------------- 48 （六）玫瑰湾国际生态度假旅游区-------------------------------------------------------------------------------------- 48 第九章品牌战略与市场营销 --------------------------------------------------------------------------------------------------------- 49一、总体形象与品牌设计 -------------------------------------------------------------------------------------------------------- 49（一）永州旅游形象分析 -------------------------------------------------------------------------------------------------- 49 （二）永州市旅游形象问题诊断 --------------------------------------------------------------------------------------- 50 （三）永州旅游形象设计 -------------------------------------------------------------------------------------------------- 51二、旅游形象传播与营销 -------------------------------------------------------------------------------------------------------- 52 第十章旅游交通发展规划------------------------------------------------------------------------------------------------------------ 55一、发展现状 ------------------------------------------------------------------------------------------------------------------------ 55（一）公路交通现状 -------------------------------------------------------------------------------------------------------- 55 （二）铁路交通现状 -------------------------------------------------------------------------------------------------------- 55 （三）航空交通现状 -------------------------------------------------------------------------------------------------------- 56二、存在问题 ------------------------------------------------------------------------------------------------------------------------ 56三、交通系统规划------------------------------------------------------------------------------------------------------------------ 56（一）建设思路--------------------------------------------------------------------------------------------------------------- 56 （二）规划目标--------------------------------------------------------------------------------------------------------------- 57 （三）发展战略--------------------------------------------------------------------------------------------------------------- 57 第十一章旅游产业发展规划 --------------------------------------------------------------------------------------------------------- 59一、住宿业发展规划--------------------------------------------------------------------------------------------------------------- 59（一）旅游住宿业发展现状 ----------------------------------------------------------------------------------------------- 59 （二）住宿接待业存在的主要问题-------------------------------------------------------------------------------------- 59 （三）旅游住宿需求预测 -------------------------------------------------------------------------------------------------- 60 （四）旅游住宿的结构优化规划----------------------------------------------------------------------------------------- 60二、旅行社业发展规划------------------------------------------------------------------------------------------------------------ 61（一）现状分析--------------------------------------------------------------------------------------------------------------- 61 （二）发展目标--------------------------------------------------------------------------------------------------------------- 61 （三）发展战略措施 -------------------------------------------------------------------------------------------------------- 61三、旅游商品发展规划------------------------------------------------------------------------------------------------------------ 62（一）旅游商品开发现状 -------------------------------------------------------------------------------------------------- 62 （二）旅游商品开发规划 -------------------------------------------------------------------------------------------------- 62 （三）旅游商品开发建议 -------------------------------------------------------------------------------------------------- 63 第十二章近期旅游发展行动计划 --------------------------------------------------------------------------------------------------- 64一、优先开发项目------------------------------------------------------------------------------------------------------------------ 64二、市场促销计划------------------------------------------------------------------------------------------------------------------ 65三、旅游企业改造计划------------------------------------------------------------------------------------------------------------ 65 第十三章生态环境保护规划 --------------------------------------------------------------------------------------------------------- 66一、旅游业对生态环境的影响 -------------------------------------------------------------------------------------------------- 66二、生态环境保护规划------------------------------------------------------------------------------------------------------------ 66 第十四章保障措施与相关建议 ------------------------------------------------------------------------------------------------------ 68一、加快建立永州市旅游委员会 ----------------------------------------------------------------------------------------------- 68二、保障旅游产业的用地供给 -------------------------------------------------------------------------------------------------- 68三、加强旅游公共服务体系建设 ----------------------------------------------------------------------------------------------- 68四、加速培养旅游人才------------------------------------------------------------------------------------------------------------ 68五、鼓励开发模式的创新探索 -------------------------------------------------------------------------------------------------- 68（一）努力拓展旅游开发筹资渠道-------------------------------------------------------------------------------------- 68 （二）切实加大旅游招商引资力度-------------------------------------------------------------------------------------- 68 （二）探索新型旅游开发模式 -------------------------------------------------------------------------------------------- 68六、加大旅游产业发展的扶持力度 -------------------------------------------------------------------------------------------- 69（一）加大旅游产业政策性资金投入----------------------------------------------------------------------------------- 69 （二）建立健全旅游产业发展奖励体系 ------------------------------------------------------------------------------- 69 （三）支持新建旅游开发项目 -------------------------------------------------------------------------------------------- 69 （四）扶持中心城区大型旅游项目投资建设 ------------------------------------------------------------------------- 69 七、加强区域合作------------------------------------------------------------------------------------------------------------------ 69第一章编制说明一、修编背景永州旅游资源丰富，文化底蕴深厚，区位条件优越，发展旅游业有着得天独厚的条件和巨大的潜力。