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论文编号：	12659
作者编号：	2120192920
上传时间：	2021/6/18 15:49:26
中文题目：	文旅平台型企业目的地经营模式构建——基于意式风情街的改造案例
英文题目：	Destination Business Model Construction of Cultural and Tourism Platform Enterprise Based on the Transformation Case of Tianjin Italian Scenic Area
指导老师：	孟繁强
中文关键字：	文旅平台型企业；意大利风情区；目的地模式
英文关键字：	Cultural and tourism platform enterprises；Italian Scenic Area; Destination mode
中文摘要：	本文以意大利风情区的改造为例，为文旅平台型企业目的地经营模式的构建提出参考意见。意大利风情区始建于1902年，位于天津市河北区，在历史上曾经是意大利的租界，现在的意大利风情区是国家3A级景区，是亚洲仅存的“原汁原味”的地中海建筑群。区内有大量的名人故居，如著名的思想家及文学家梁启超的故居；剧作家曹禺故居；书法家华世奎故居；以及汤玉麟、曹锟等人的故居，多半数的建筑都具有历史风貌的特征。意大利风情区作为以历史风貌建筑群为主要特色的城中旅游景区，不仅具有区域优势，更有旅游观赏价值；不仅承载着近代中国的历史，更是天津的形象代言。因此，打造具有创新内涵的意大利风情区，让意风区成为“近代中国看天津”的核心品牌，对天津的旅游发展具有重要意义。 本文的结构为：第一部分包括导论与理论回顾部分，导论中介绍了天津旅游发展近几年的情况和意大利风情区对于天津旅游发展的重要意义，理论回顾中阐明了本研究用到的相关理论基础知识。第二部分包括意风区的基本情况与发展分析、文旅平台型企业经营模式的比较研究、文旅平台型企业目的地经营模式的构建以及文旅平台型企业目的地模式构建的保障措施。从意风区实际情况出发，归纳总结出现阶段意风区的经营现状与经营模式，再对比其它文旅平台型企业的经营模式，提出平台型企业目的地经营模式的构建方案以及平台型企业目的地模式构建的保障措施。第三部分为结论与对未来的启示。 本文通过分析与研究得出的主要结论是：首先，文旅平台型公司应采用如下四种构建目的地旅游模式的策略：一是做市场需求分析与定位，二是做文旅IP开发，三是打造战略共同体，四是采用“A（吸引中心）+B（利润中心）+C（文化中心）”的盈利模式。其次，对于保障目的地经营模式构建的措施有三点：一是政府与企业形成战略联盟，二是要提升本地化消费，三是借力媒体传播。
英文摘要：	This thesis takes the transformation of the Italian scenic area as an example to provide some suggestions for the construction of the destination business model of cultural tourism platform-based enterprises.Italian Scenic Area built in 1902, Hebei District of Tianjin, and it used to be a concession of Italy in history. Now, Italian Scenic Area is a national 3A scenic spot and the only remaining "authentic" Mediterranean architectural complex in Asia. The area has a large number of former residences of celebrities, such as the former residences of Liang Qichao, a famous thinker and litterateur; Playwright Cao Yu's former residence; Former residence of calligrapher Hua Shikui; As well as Tang Yulin, Cao Kun and other people's former residence, more than half of the buildings have the characteristics of historical scenery. As an urban tourist attraction with historical buildings as its main feature, Italian style area not only has regional advantages, but also has tourist ornamental value. It not only carries the history of modern China, but also represents the image of Tianjin. Therefore, it is of great significance for the tourism development of Tianjin to create an innovative Italian area and make the Italian area the core brand of "Seeing Tianjin in Modern China". The structure of this paper is as follows: The first part includes introduction and theoretical review. The introduction introduces the situation of Tianjin's tourism development in recent years and the significance of Italy's scenic areas for Tianjin's tourism development. The theoretical review clarifies the relevant theoretical basic knowledge used in this study. The second part includes the analysis of the basic situation and development of the area, the reference and comparison of the operation of cultural and tourism platform enterprises, the construction of the business model of the platform enterprise destination and the guarantee measures for the construction of the platform enterprise destination model. Starting from the actual situation of Italian scenic area, this paper summarizes the current situation and business model of the emerging stage of Italian scenic area, and then compares the business model of other cultural and tourism platform-based enterprises, and puts forward the construction scheme of the platform enterprise destination business model and the guarantee measures for the construction of the platform enterprise destination model. The third part is the conclusion and the inspiration to the future. In this article, the main researching conclusions are: first, the platform type company should adopt the following several kinds of meaning to build destination travel patterns: firstly, market demand analysis and positioning. Secondly, the IP development. Thirdly, making strategic community. Fourthly, using "(attract center) + B (profit center) + C (cultural center)" revenue model. Secondly, measures to ensure the construction of destination model include: Firstly, the formation of strategic alliances between the government and enterprises. Secondly, the promotion of localized consumption. Thirdly, using media communication.
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