嘉兴旅游业转型发展研究

上海交通大学硕士学位论文嘉兴旅游业转型发展研究姓名：汪明华申请学位级别：硕士专业：公共管理指导教师：朱启贵20080601MPAI1996102006134.89GDP10.09%MPAIIMPAIIIRESEARCHONTOURISMDEVELOPMENTTRANSFORMATIONINJIAXINGABSTRACTSubstantialdevelopmenthasbeenachievedinJiaxingtourismindustrysinceJiaxingTourismBureausetupin1996.Takingretrospectonthedevelopmentprocessinthepast10years,Jiaxingtourismindustryhasbeenmoreandmorelargerandstrongerfromscratch.In2006,thetotaltourismrevenueofJiaxingwas13.489billionYuan,equivalentto10.09%ofthecity’sGDP,andtourismhasbecomeaneweconomicgrowthpoint.WiththecontinuouseconomicdevelopmentinJiaxing,itstourismindustryisinfaceofnewopportunitiesandchallenges,aswellasaseriesofproblemsundertheimpactofitstourismdevelopmentmodeandcontinuallychangingchanneleconomy.Onlyresolvetosolvethebottleneckproblembycombiningnecessaryadministrativepromotionandmarketoperation,promotingtourismproductsintegrationandrestructuring,andexpandingtourismdevelopmentspace,couldJiaxingtourismindustrycontinuetogrowanddevelopintheincreasinglyfiercemarketcompetition.GivefullplaytothecompoundadvantagesofBigJiaxingandBigtourism,andexcogitateanewmodelofdevelopment,inordertorealizethetourismdevelopmenttransformation.ThispapertriestoresearchontourismdevelopmenttransformationinJiaxingfromtheperspectiveofsustainabledevelopmentandtouristmarketMPAIVdemand,anddiscussesthedevelopmenttrendsinthenextphaseofJiaxingtourismindustryonthebasisoflargeamountsofdataandsolidtheory.Thefulltextcanbedividedintofourparts.Inthefirstpart,itanalyzesthestatusquoandexistingproblemsinJiaxingtourismindustry.Itsortsthroughthestatus,thedevelopmentmode,opportunitiesandchallenges,andcurrentproblemsofJiaxingtourismdevelopment,takinglargeamountsofdataasitsbasis,andusingmacrotrendanalysisoftourismdevelopmentandtemporalcomparativeanalysisofJiaxingtourismindustry,soastogetaclearanddeepunderstandingonthesignificanceandnecessityoftourismdevelopmenttransformation.Second,itresearchesonthetransformationpatternofJiaxingtourismindustrydevelopment.Inthissection,itarguesthatitisnecessarytoinnovatethinking,taketheinitiativetoconformtodevelopmenttrends,andmakeadjustmentsinfiveaspects:tourismform,operationmode,productsconstruction,managementmanner,andmarketingpattern,toachievefundamentaltransformationintourismdevelopmentandmakeJiaxingatourismeconomycity.Inthethirdpart,itdiscussestheoverallideasandpracticesofJiaxingtourismindustrydevelopmenttransformation.Conformingtothesecondpart,itparticularlydiscussestheconcretepracticingways.Itproposesthatthetravelspacestructureandtourismelementsdevelopmentwiththemodeofone-center,five-regions,three-zonesshouldbeacceleratedtoachievetheobjectiveofdevelopmenttransformation.ThefourthpartcomesupwithmeasuresandsuggestionsoftourismdevelopmenttransformationinJiaxing.Itdiscussesthenecessarysystembaseandgovernmentconductionstopromotethetourismindustrydevelopmenttransformationfromfiveaspects:governmentfunctionconversion,systeminnovation,performanceevaluationsystemoftourismpublicmarketing,personneleducation,andmanagementimprovement.ThisarticleholdstheviewthatJiaxingtourismindustryhasbeendevelopedwiththecharacteristicofsightseeing,thecarrierofdomestictourism,thebaseofmajortouristdestinations,theoperationmodeofteamMPAVlinesproductions,andthemainpurposeofincreasingeconomicrevenue.Indespiteofpreferablelocation,traffic,products,andtouristmarketadvantages,aswellastheraredevelopmentopportunities,thebottleneckinthedevelopmentprocessshouldbeovercome,throughnecessaryadministrativepromotionandmarketoperation,tourismproductsintegrationandrestructuring,andtourismdevelopmentspaceexpansion,inorderthatthetourismindustrywoulddeveloptoahigherlevel.Graduallypromotethedevelopmentmodelwiththecharacteristicofbothtourismandleisure,thecarrierofbothentrancetourismanddomestictourism,thebasisofcitytourism,theoperationstyleofsporadictouristorganizations,andthepurposeofeconomic,socialandenvironmentalbenefits,andthenJiaxingtourismdevelopmenttransformationwillbeaccomplished.KEYWORDS:TourismIndustry,Transformation,Development,JiaxingMPA19090.[M].:20059.1..[M]..:20025.306306..[M].:20055.166....:[M].:200012.2.MPA230199610.[N].2007720:7..[M].:20059.2..[R].:2007.MPA319961805.42.0197920061647.86134.89GDP10.09%52.741.6AAAAA4.2006[M].:20066.446..[M].:20072.20.MPA4101011200120062001200637.645.917.322.717.629.39.6252.7430.119.8500100071618.14.829.614.562.279683.7765.47767.3940.961-1200137.617.317.630.19.625007077137.7%8.129.662.2683.7767.3200645.922.729.319.852.745MPA510001647.866119.3%4.814.5)7921.457.6765.47940.96197830.[M].:20059.41..[N].2007720:7.MPA621GDP300020107000520800700035.2010[EB/OL].[M].:20004.312.MPA129020088210.021800062010700090MPA13201019961019961805.42.0197920061647.86134.89,GDP10.09%52.741.6232320012006GDP%200170744.59.624424716.6247.178.04200285955.722.437221881.4361.699.102003