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论文编号：	227
作者编号：	20050752
上传时间：	2008/6/16 16:24:59
中文题目：	旅游目的地整合营销传播：模式构
英文题目：	Tourism Destination Integrated
指导老师：	李天元 教授
中文关键字：	整合营销传播 旅游目的地营销
英文关键字：	Integrated Marketing Communica
中文摘要：	随着旅游业在世界各地的蓬勃发展，世界旅游市场竞争日趋激烈，旅游目的地要实现生存乃至持续发展的目标，急需解决对旅游目的地竞争力的认识、培育及管理问题；世界旅游组织工作重心也已转向对旅游目的地可持续竞争力问题的关注，并专门成立特别工作小组研究这一重大问题。总之，旅游目的地竞争力研究成为旅游领域值得深入探讨的热点话题。然而，作为一个相对较新的领域，目前国内外相关研究难免存在一些不尽人意之处。其中，旅游目的地竞争力概念内涵界定的缺失便是一个非常突出的问题；旅游目的地竞争力量化评价研究也较为薄弱，有待于进一步的拓展和深化。 为了适应实践领域的迫切需要，本文充分借鉴国内外现有的研究成果，在对旅游目的地竞争力的概念内涵进行归纳和辨析的基础上，基于国内客源市场的分析视角构建了一套旅游目的地竞争力评价指标体系，并以青岛和大连为例展开了实证研究。 首先，在竞争力与旅游竞争力概念内涵的基础上，结合可持续旅游发展的核心思想，以资源优势理论为指导对旅游目的地竞争力概念内涵进行了界定：旅游目的地竞争力是指旅游目的地借助其资源禀赋为旅游者提供满意的旅游经历、为旅游目的地居民提高生活质量以及为其他利益相关者提高福利的现实能力与未来潜在能力之和，它表现为具有相同目标市场的旅游目的地之间市场占有率的大小、旅游收入的高低、旅游者满意度指数以及目的地居民生活幸福度指数的高低。主题概念的明确界定与统一认识便于后续研究的开展，尤其是旅游目的地竞争力与目标市场关联性的提出确立了“目标市场相同”的研究前提。正是基于这一研究前提，本文在构建旅游目的地竞争力评价指标体系时选取了“国内客源市场”的分析视角。 其次，在借鉴竞争力、城市竞争力以及旅游竞争力评价研究成果的基础上提出了旅游目的地竞争力的分析框架；借助旅游目的地竞争力影响因素因子分析的结果明晰分析框架的具体内容，进而得出了旅游目的地竞争力的概念性评价模型。该模型由旅游目的地竞争力的8项分力、旅游产业以及旅游目的地竞争力的多种表现形式综合作用而成。其中，旅游资源竞争力、区位竞争力、旅游服务设施竞争力、环境竞争力以及基础设施竞争力为“弓”；旅游目的地营销竞争力、旅游目的地经营管理竞争力以及旅游企业管理竞争力为“弦”；目的地的旅游产业为“箭”；目的地旅游业的竞争业绩、旅游者满意度指数以及目的地居民的生活幸福度指数则是“靶”。“弓”、“弦”、“箭”、“靶”共同勾勒出旅游目的地竞争力的“弓箭式概念模型”，该模型为理解和评价旅游目的地竞争力提供了很好的指导思路，可以从旅游目的地竞争力影响因素与旅游目的地竞争力的表现形式两个层次着手构建旅游目的地竞争力的评价指标体系。 再次，在细化旅游目的地竞争力概念性评价模型所涉及变量的基础上，构建了旅游目的地竞争力的多因素综合评价指标体系，该体系包含分析性评价指标和显示性评价指标。其中，分析性评价指标主要选取旅游目的地竞争力的影响因素，基于因子分析的结果共选取5大类、14小类、43项评价指标；权重则分别针对指标层、公共因子层以及竞争分力层，通过对前往某些旅游目的地旅游的国内游客开展问卷调查，借助SPSS13.0统计软件予以设定。显示性评价指标不涉及权重问题，主要选取旅游目的地竞争力的各种表现形式，包括目的地旅游业的竞争业绩、旅游者的满意度指数以及目的地居民的生活幸福度指数等。该体系是基于国内客源市场分析视角提出的旅游目的地竞争力多因素综合评价指标体系，其目标是通过分析性评价指标与显示性评价指标对旅游目的地竞争力做出事先预测与事后评价，并借助分析性评价指标找出旅游目的地竞争力打造工作的不足。 最后，以青岛和大连为例，对本文所构建的旅游目的地竞争力评价指标体系进行了实证检验，得出了青岛旅游目的地竞争力水平高于大连的研究结论；并借助配对样本T检验与重要性——表现分析（IPA）为青岛和大连两个旅游目的地提出了竞争力的提升策略与建议。
英文摘要：	With the rapid development of tourism industry all around the world, the competition among destinations against the market share becomes more and more intense. In order to survive and develop sustainably in the competition, destinations must solve the problems such as what is tourism destination competitiveness, how to cultivate and manage tourism destination competitiveness. At the same time, WTO has put its work focus on destination sustainable competitiveness and founded the special work group to study this important issue. In a word, tourism destination competitiveness has become a hot topic in the field of tourism researches. However, as a comparatively new field, the researches on tourism destination competitiveness home and abroad still need further improvements. Some problems such as the absence of the explicit definition of tourism destination competitiveness and the deficiency of the quantitative evaluation researches need to be solved urgently. In order to meet the urgent needs from the practice, based on the existing achievements of the researches in this field, this dissertation will firstly generalize the connotation of tourism destination competitiveness, then establish a comprehensive evaluation system from the perspective of domestic market and finally take Qingdao and Dalian for example to test the above evaluation system. Firstly, based on the connotation of competitiveness, tourism competitiveness and sustainable tourism development, the dissertation defines tourism destination competitiveness as the sum of the current and potential abilities for destinations to provide satisfactory tourism experiences for tourists, to improve the standard of living for the residents and to increase the welfare for the stakeholders by virtue of tourism resources, which will be demonstrated by market share, tourism receipts, tourist arrivals, tourists’ satisfaction indices and residents’ living happiness indices for those destinations with the same target markets. According to this connotation, the research premise of tourism destination competitiveness is established as “the same target markets”. Based on the above premise, the dissertation chooses the perspective of domestic market to found the evaluation system. Secondly, based on the researches on the evaluation of competitiveness, city competitiveness and tourism competitiveness, the dissertation puts forward the analytic framework for tourism destination competitiveness and then constructs the conceptual evaluation model according to clarifying the analytic framework by means of the results of factor analysis on influencing factor of tourism destination competitiveness. This model is made up of 8 sub-competitiveness, tourism industry and various representations of tourism destination competitiveness. Some sub-competitiveness can be compared to “bow”, the other can be compared to “chord”, the tourism industry can be compared to “arrow”, then the competitive achievements of the tourism industry, tourists’ satisfaction indices and residents’ living happiness indices can be compared to “target”. The “bow”, “chord”, “arrow” and “target” together demonstrate the conceptual model vividly, which can help us to understand and evaluate tourism destination competitiveness preferably. Thirdly, based on the detailed interpretation of the conceptual evaluation model, the dissertation constructs a comprehensive evaluation system of tourism destination competitiveness, which includes both explanatory and demonstrative indices. The explanatory indices constitute 5 kinds, 14 sub-kinds, 43 pieces of influencing factors of tourism destination competitiveness. Based on the questionnaires filled out by the domestic vistors, the different levels of explanatory indices are set with different coefficients according to different methods by means of SPSS13.0. The demonstrative indices mainly include the competitive achievements of tourism industry, tourists’ satisfaction indices and residents’ living happiness indices, which are not set with coefficients in this dissertation out of several reasons. This comprehensive evaluation system is established from the perspective of domestic market, which can both forecast ahead of time and demonstrate afterword the competitiveness of the specific destination. Besides the ability to evaluate destination competitiveness, it can also help to find the problems during the cultivation of competitiveness for a destination and put forward some suggestions to improve its competitiveness. Finally, the dissertation takes Qingdao and Dalian for example to test the evaluation system of tourism destination competitiveness and draws the conclusion that the level of tourism destination competitiveness for Qingdao is higher than Dalian. Based on Paired-Samples T test and Importance-Performance Analysis, the dissertation also puts forward some suggestions for Qingdao and Dalian to improve their destination competitiveness.
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