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论文编号：	1039
作者编号：	2120072032
上传时间：	2009/5/27 12:58:49
中文题目：	舟山海洋文化旅游产品体验化设计
英文题目：	Research on the ocean culture
指导老师：	李天元
中文关键字：	舟山 海洋文化 产品体验化开发
英文关键字：	Zhoushan ocean culture produ
中文摘要：	舟山是中国唯一的以群岛设市的地级城市，地处浙江省东部沿海海域，有着深厚的海洋文化积淀和多元的海洋文化旅游资源，文化旅游发展潜力巨大，但长期以来舟山旅游发展一直偏重于接待团体观光旅游，旅游产品结构单一，从产品形态来看，舟山目前的海洋旅游产品多为传统的海岛观光旅游产品，以观光朝拜为主，地方文化特色挖掘不够，且已开发的海洋文化旅游产品多为静态观光类产品，缺乏参与性、体验性活动项目，旅游体验方式被动单一，难以满足游客深入体验的需求，产品的吸引力不高，不利于舟山旅游产业综合效益的提高。如何充分利用、深入挖掘舟山深厚的海洋文化内涵，整合海洋文化旅游资源加以开发，形成优良的旅游产品，成为舟山旅游发展亟需解决的问题。 本文通过深入分析舟山海洋文化旅游发展背景，针对目前舟山海洋文化旅游产品存在的主要问题，尝试性地提出基于体验视角开发舟山海洋文化旅游产品的思路，并以分类研究舟山海洋文化旅游资源和客源市场需求为主导，阐述了舟山海洋文化旅游产品体验化开发的可行性。其后，基于市场体验需求和文化资源特质，按照舟山海洋文化旅游产品体验化设计原则和思路，以旅游体验理论和旅游产品开发理论为指导，从体验主题的设定、体验活动的策划和旅游商品设计这三方面，探讨了舟山海洋文化旅游产品体验化开发的具体过程。最后，强调了产品体验化开发实施过程中的重点事项。 本文提出基于体验视角开发舟山海洋文化旅游产品的思路，为舟山海洋旅游的可持续发展提供新的途径，对于解决目前舟山海洋文化旅游产品存在的问题，转变产品开发思路，提升海洋旅游产业水平，保持舟山旅游全面快速发展具有重要意义。
英文摘要：	Zhoushan, the only city of islands in China, possessing the diverse ocean culture tourism resourcese, has great potencial in developing culture tourism. But for a long time Zhoushan tourism development has been focused on the low level sightseeing, the main ocean tourism products are traditional products of the Island Tourism, with more sightseeing pilgrimage but less regional cultural feature. The ocean culture tourism products which have been developed lack activities for tourist participation, they can not meet the needs of tourists, also not benefit for Zhoushan to improve effectiveness of tourism industry. How to make full use of the ocean culture and integrate ocean culture tourism resources to develop excellent tourism products become an urgent problem for Zhoushan tourism development . By analyzing the background of the ocean culture tourism development, aiming at the existing problems Zhoushan’s ocean culture tourism products suffer, the thesis comes to the idea of developing product based on the experience perspective. The thesis makes a feasibility study by analyzing resource, marketing, society and so on. Under the instruction of relevant tourism product development theories and tourism experience theory, from setting the theme of tourism experience, planning the experience activity, designing the travel products, the thesis describes the process of developing ocean culture tourism products based on tourism experience perspective. Finally, the thesis analyzes the key issues, lying in the process of product experience development. The thesis puts forward the idea of developing ocean culture tourism products based on the experience perspective, it will provide a new approach for ocean tourism sustainable development in Zhoushan, it will be great significant for resolving the existing problems which Zhoushan’s ocean culture tourism products suffer and changing the product development ideas to improve the level of the ocean tourism industry and maintain tourism development rapidly in Zhoushan.
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