大理特色专题旅游产品的优化组合

为全面提升大理旅游服务质量,推动旅游产业优化结构、转型升级、提质增效,促进大理旅游二次创业,应从建立大理旅游产品谱系入手,以适度利用大理各类型自然与人文景观,深度挖掘地方特色文化旅游资源,设计古迹古镇游、宗教文化游、康体休闲游、民俗体验休闲游、南诏文化游及户外运动游等特色专题旅游产品。     

浅谈旅游品牌色彩识别设计

品牌是一种生存和发展的战略,品牌让人最易记住的是其名称、标识符号和色彩。面对形形色色的旅游品牌,人们关注更多的是其漂亮的品牌标志,而看似简单的品牌色彩识别设计,因其抽象性而不易被人更深认知。品牌色彩通过视知觉刺激于人的心理,具有强烈的感情魅力、视觉识别效应和传播效果。旅游品牌选用什么色彩并非随意为之,应该给予科学的色彩识别设计。     

Urban vs. rural destinations: Residents’ perceptions,community participation and support for tourism development

This paper investigates and compares the effects of residents' perceptions of the impacts of tourism on community participation and support for tourism development across urban and rural world heritage sites (WHSs). Partial least squares – structural equation modeling (PLS-SEM), has been employed to perform the analysis. The results reveal significant differences between the effects of residents' perceptions and community participation on support for tourism development in urban and rural destinations. However, the findings did not support any differences between the effects of positive perceptions on community participation, and the indirect effects of negative perceptions on support for tourism development. This study makes a significant theoretical contribution to the urban and rural tourism and residents’ perceptions literature by comparing rural and urban WHSs residents. Furthermore, this study has a number of practical implications for the local authorities of rural and urban WHSs.     

论旅游服务提供者在包价旅游合同中的法律地位及责任

针对旅游服务提供者的法律地位及责任问题,《关于审理旅游纠纷案件适用法律若干问题的规定》和《旅游法》都设置了若干规则,但其中某些规则值得商榷。在包价旅游合同中,旅游服务提供者并非旅游合同当事人,而是向债权人(旅游者)履行义务的第三人,也是《合同法》第121条中的"第三人"。旅游服务提供者是否属于旅游经营者的履行辅助人,在我国《合同法》对旅游合同中的违约责任不以过错为要件的背景下并不重要。旅游经营者无干涉、控制可能的公共交通运营者仍应属于旅游服务提供者。根据《合同法》第64条,旅游者对旅游服务提供者应享有履行合同义务或承担违约责任的直接请求权。因旅游服务提供者的原因而致旅游者人身损害或财产损失的,《旅游法》施行以后,旅游服务提供者与旅游经营者承担的是不真正连带责任。     

基于游客价值的旅游企业服务创新

随着游客需要和动机的不断变化,旅游企业参与市场竞争更加有效的办法之一就是侧重服务属性的创新。在剖析游客价值与旅游企业服务特征基础上,本文提出,旅游企业服务创新,要以游客价值为导向,根据自身条件选取适当的战略模式。其中,最为基本的是超越游客需求战略（包括服务产品概念创新、品牌形象重塑等）和服务差别化战略（包括服务组合创新、服务交互创新等）。     

关于黄山市旅游业发展战略研究

本文从多层面、全方位对黄山市旅游业的发展现状进行剖析,并就产业外资本的综合利用;产业内资本的引进和相互融合;加快集团内部的结构调整;创新思维,实施全新的企业战略;积极创造条件,培育外部环境;积极引导小企业间联合,构建小旅游企业集群;实施立体交通战略,增强景区可进入性等方面论述了黄山市旅游业发展的战略对策。     

汉中发展生态旅游产业的SWOT分析

本文以汉中生态旅游资源为出发点,探讨了汉中发展生态旅游产业中存在的威胁和机会,为汉中生态旅游产业发展战略的制定作了基础性分析。     

成都国际旅游营销的市场细分与定位研究

城市国际旅游市场营销必须建立在科学的需求分析预测基础上,才能确保后续管理活动的正确和高效.本文基于对海外10个国家和旅居国内4城市的外籍人士的问卷调研,聚类分析出成都市国际旅游客源的5大细分市场,阐明了各目标市场的类型特征及其相应的产品结构性开发,并就成都实际提出了整合旅游营销传播的市场定位体系.     

乡村社区旅游业早期从业者研究——元阳梯田案例之启示

我国西部某些深藏不露的山水与文化正被迅速地纳入到旅游消费市场中,云南省红河自治州的元阳梯田就是其中代表之一.在这些新兴旅游地(不少属于乡村社区)里,最先涉足旅游服务的人群可称为"旅游业早期从业者".元阳梯田案例研究发现,乡村社区里的旅游业早期从业者可能有两种类型:乡村精英型和穷则思变型.同时.文化掮客的作用也不容忽视.各类旅游业早期从业者的示范作用不同,地方政府需要分别采取不同的引导策略.关于"社区参与旅游"模式的探讨,社会结构与社会行动理论不失为一个有用的视角.     

The role of image in service promotion: focusing on the influence of film on consumer choice within tourism

This paper presents a review and discussion of the role image plays in service promotion and consumer choice in the context of film‐induced tourism. Consumers can be very sensitive to images which are important determinants of what a service customer purchases. In relation to image, the medium of film can have a very influential impact on its audience. Consumers may make purchase choices in a range of areas as a result of what they have seen in the movies. An expanding body of literature suggests that film can influence people's travel decisions and entice them to visit particular destinations they have seen on the cinema screen (reinforced through repeat viewing on video, DVD and television). Tourism is a service industry. Does the image of a destination and how it is represented help overcome some of the challenges of service marketing? Many regions throughout the British Isles have seen their consumer appeal improve because of their links with respective film and television productions. Although they have benefited tourism‐wise from this, in many cases there still has not been enough real support from tourist authorities to this growth phenomenon, and as such, the full potential of film to tap into the consumer psyche has not yet been fully realized. Academic discourse from several disciplines is examined in this communication culminating in a conceptual model of destination enhancement through film‐induced image, featuring the conscious and unconscious communication factors at work on two sets of consumers (film consumers and destination consumers). As a ‘work in progress’, the paper sets the scene for further empirical research in this interesting area of study.