论洛阳旅游资源的开发策略

论洛阳旅游资源的开发策略

摘要

随着我国改革开放和社会主义市场经济更加深入发展，中国旅游业正处于蓬勃兴旺时期，近年来取得了辉煌成就，中国旅游业已进入了一个前所未有的大发展时代。洛阳旅游开发也蔚为壮观，旅游公司如雨后春笋般兴起，它们纷纷展示自己的优势，加大宣传力度，极力吸引游客，形成了激烈的旅游市场营销竞争，随之也带来严峻的挑战：如何进一步提升服务品质，更有效地推广服务产品，去满足现代旅游消费者日益多样化的消费需求，同时降低旅游单位、企业的成本；实现二者双赢，更好地推动我国旅游产业的健康的发展。因此，研究旅游资源开发策略十分必要。

本文采用理论探索的方法，综合运用市场营销学和消费者行为学等相关理论对洛阳市的旅游营销的现状和问题进行了分析，在此基础上，提出了有利于提高洛阳旅游产品知名度和美誉度、塑造洛阳旅游产品的良好形象的策略。

洛阳既是历史古城，又是文化胜城，同时还是牡丹花城和工业科技城市，有得天独厚的人文、自然旅游资源。目前，假日经济已成为国民经济增长的新亮点。因此要抓住假日经济带来的机遇，发展旅游业，使其成为拉动洛阳市经济增长、刺激消费的支柱产业。

关键词：文化旅游，旅游营销，旅游资源，SWOT分析，

开发策略

The Development Strategy of Luoyang Tourist Resources

ABSTRACT

With China's reform, opening up and socialist market economy, China's tourism development is in booming period, in recent years, China has made brilliant achievements in tourism industry and has entered a new era of development. Luoyang tourism is developing fast and strongly, tourism company also spectacular rise springing up in succession, they display own superiority to attract tourists, formed a fierce competition, the tourism marketing and then brought serious challenge: how to further enhance service quality, more effective promotion service products, to satisfaction modern tourism consumers increasingly diversified consumption demand and reduce the cost of travel, business unit, T o achieve win-win, better promote the healthy development of tourism industry. Therefore, discuss with the tourism resources development strategy is very necessary.

This paper uses the method of the theory exploration , comprehensive use Marketing,Consumer behavior and so on theories which have relationship to the studies of Luoyang City T ourism Marketing Status and Problems. On this basis, this paper proposes the strategy that hopes to enhance the fame and fine reputation of Luoyang tourism product.

Luoyang is not only a historic city with thick culture, but also a peony city and an industrializing tech-city. Its humanities and natural resources are unique. Recently, vocational tourism has been a new increase in GDP. W e must catch this good chance to promote the development of tourism and make tourism as one of main industry for the increasing of Luoyang’s economic.

KEY WORDS：Cultural tourism，Tourism marketing，Tourism resource，

SWOT analysis，Development strategy

目录

前言 (1)

第1章洛阳旅游资源概述 (2)

1.1龙门石窟 (2)

1.2 千唐志斋博物馆 (3)

1.3 天子驾六博物馆 (3)

1.4 白马寺 (4)

1.5 关林 (4)

1.6 龙马负图寺 (5)

1.7 白云山国家森林公园 (5)

1.8 龙潭大峡谷地质公园 (5)

1.9 王城公园 (6)

第2章洛阳旅游资源开发现状及问题 (7)

2.1 旅游营销及洛阳发展旅游营销的意义 (7)

2.2 现有主要旅游产品分类 (8)

2.3 洛阳旅游资源开发中存在的问题 (9)

第3章洛阳旅游营销中的SWOT分析 (12)

3.1 优势 (12)

3.2 劣势 (13)

3.3 机遇 (14)

3.4 挑战 (14)

第4章洛阳旅游资源开发的思路和建议 (16)

4.1 旅游市场战略开拓模式 (16)

4.2 旅游市场细分 (16)

4.3 旅游市场定位策略 (17)

4.4 旅游产品策略 (18)

4.5 旅游营销渠道策略 (20)

4.6 促销策略 (20)

结论 (22)

参考文献 (23)

致谢 (24)