【摘要】：目前山地體育旅游市場(chǎng)的研究與實(shí)踐探索處于起步階段,關(guān)于山地旅游區(qū)如何適應(yīng)市場(chǎng)打造比較完整的山地體育旅游產(chǎn)品體系,以及關(guān)于山地旅游中山地觀光游、山地度假游和山地運(yùn)動(dòng)三個(gè)方面綜合開發(fā)的文章較少,這為本文提供了一定的研究空間。本文采用文獻(xiàn)資料與調(diào)查法,對(duì)甘孜州的山地體育旅游市場(chǎng)及產(chǎn)品進(jìn)行現(xiàn)狀調(diào)查。采用RMP分析理論分析得出甘孜州自資源綜合性強(qiáng)種類多、資源開發(fā)狀況不均衡,交通網(wǎng)絡(luò)體系逐漸完善、資源對(duì)游客吸引力強(qiáng);甘孜州山地體育旅游產(chǎn)業(yè)市場(chǎng)存在本省客群少、乏山地體育旅游品牌項(xiàng)目、政府管理缺失、缺乏戶外救援、服務(wù)等保障體系;產(chǎn)品方面,目前甘孜州旅游產(chǎn)品的突出特點(diǎn)是觀光旅游產(chǎn)品為主導(dǎo),現(xiàn)有的山地體育旅游產(chǎn)品的不足。通過研究提出以下八點(diǎn)建議:1、確定旅游主題定位,塑造形象。經(jīng)過在文中對(duì)甘孜州山地體育旅游產(chǎn)品開發(fā)的R性分析和M性分析,筆者認(rèn)為將甘孜州山地體育旅游主題定位為“中國(guó)最美藏區(qū)山地體育度假目的地”最為合適。2、以市場(chǎng)為導(dǎo)向,明確目標(biāo)客群。借鑒國(guó)外山地體育旅游市場(chǎng)發(fā)展的成功經(jīng)驗(yàn),將甘孜州山地體育旅游市場(chǎng)鎖定以四川本省客源為主,國(guó)內(nèi)其他區(qū)域客源為輔,歐美、港澳臺(tái)、日本、韓國(guó)為主的海外市場(chǎng)次之。3、協(xié)調(diào)區(qū)域布局,分期工作重點(diǎn)。根據(jù)對(duì)甘孜州山地體育體育旅游資源的分布,將甘孜州山地體育旅游根據(jù)甘孜州戶外體育資源稟賦條件,形成“123”的甘孜州山地體育旅游空間結(jié)構(gòu)體系。4、適時(shí)適宜的打造賽事平臺(tái),助推山地體育旅游發(fā)展。甘孜州需要適時(shí)適宜的打造一個(gè)節(jié)慶賽事平臺(tái),借助這個(gè)平臺(tái)推動(dòng)甘孜州山地體育旅游長(zhǎng)久、良好的發(fā)展。5、成立甘孜州山地體育旅游產(chǎn)業(yè)領(lǐng)導(dǎo)機(jī)構(gòu)。明確職責(zé),優(yōu)化甘孜州山地體育旅游行業(yè)組織機(jī)構(gòu),成立一個(gè)各部門間的聯(lián)席機(jī)構(gòu),即組建地方山地體育旅游產(chǎn)業(yè)發(fā)展領(lǐng)導(dǎo)小組,統(tǒng)籌協(xié)調(diào),通力合作。6、明確相關(guān)的政策法規(guī)。因地制宜,制定區(qū)域山地體育旅游業(yè)發(fā)展的政策法規(guī)體系。1)加強(qiáng)基礎(chǔ)設(shè)施建設(shè)的政策法規(guī);2)改善投融資環(huán)境的政策法規(guī);3)關(guān)注旅游人才的培育、引進(jìn)的政策法規(guī);4)健全各類山地體育旅游管理辦法和規(guī)定;5)政府各部門要加強(qiáng)加強(qiáng)山地體育旅游行業(yè)管理,堅(jiān)持依法治旅,加大執(zhí)法力度。7、完善甘孜州山地體育旅游救援體系的建設(shè)。甘孜州雖擁有戶外登山救援隊(duì),但其主要在康定市,在下面的縣、鎮(zhèn)上并沒有,這導(dǎo)致了救援不及時(shí)。1)建議在州、縣、鄉(xiāng)(鎮(zhèn))點(diǎn)四個(gè)層面分別設(shè)置救援總隊(duì),救援分隊(duì),救援小隊(duì),救援點(diǎn)等四種層次規(guī)模的救援隊(duì)伍;2)依托三大機(jī)場(chǎng),構(gòu)建立體救援網(wǎng)絡(luò)體系;3)設(shè)置不同風(fēng)險(xiǎn)等級(jí)山地山峰進(jìn)入標(biāo)準(zhǔn);4)引入戶外專業(yè)保險(xiǎn)。8、甘孜州山地體育產(chǎn)品體系建設(shè)。筆者認(rèn)為可以將甘孜山地體育旅游產(chǎn)品分為四大類:1)體育運(yùn)動(dòng)類產(chǎn)品;2)賽事類產(chǎn)品;3)休閑度假類;4)配套服務(wù)類。
[Abstract]:At present, the research and practice of mountain sports tourism market is in its infancy. It is about how mountain tourism areas adapt to the market and how to build a complete mountain sports tourism product system, as well as about mountain tourism in Zhongshan area. There are few articles on comprehensive development of mountain vacation and mountain sports, which provides some research space for this paper. The present situation of mountain sports tourism market and its products in Ganzi Prefecture was investigated by using the method of literature and investigation. By using the RMP analysis theory, it is concluded that Ganzi prefecture has many kinds of self-resources, unbalanced exploitation of resources, perfect traffic network system, and strong attraction to tourists. The mountain sports tourism industry market in Ganzi prefecture has few tourists in our province, lacking of mountain sports tourism brand, lack of government management, lack of outdoor rescue, service and so on. In terms of products, the outstanding characteristics of tourism products in Ganzi prefecture at present are tourism products dominated by tourism products, and the deficiencies of existing mountain sports tourism products. Through the study the following eight suggestions: 1, determine the tourism theme positioning, shape the image. Based on the R and M analysis of the development of mountain sports tourism products in Ganzi Prefecture, the author thinks that the theme of mountain sports tourism in Ganzi prefecture is the most suitable for "Mountain Sports Holiday destination in the most beautiful Tibetan region of China". Market-oriented, clear target customer groups. Referring to the successful experience of the development of the mountain sports tourism market in foreign countries, we lock in the mountain sports tourism market in Ganzi prefecture mainly from Sichuan province, supplemented by other domestic tourist sources, Europe and the United States, Hong Kong, Macao and Taiwan, Japan, the United States and Europe, Hong Kong, Macao and Taiwan, and Japan. South Korea-based overseas market followed. 3, coordination of regional layout, phased work focus. According to the distribution of mountain sports tourism resources in Ganzi Prefecture, according to the endowment conditions of outdoor sports resources in Ganzi Prefecture, this paper forms the spatial structure system of "123" mountain sports tourism in Ganzi Prefecture. Timely and appropriate to create a platform for the event, promote the development of mountain sports tourism. Ganzi Prefecture needs to create a suitable platform for the festival events, with the help of this platform to promote the mountain sports tourism in Ganzi Prefecture for a long time, good development. 5, set up a leading agency of sports tourism industry in Ganzi Prefecture. Clarify responsibilities, optimize the organization of sports tourism industry in Ganzi Prefecture, set up a joint organization among various departments, that is, set up a leading group for the development of the local mountain sports tourism industry, co-ordinate, coordinate, and cooperate with each other. Clarify relevant policies and regulations. According to local conditions, we should formulate policies and regulations for the development of regional sports tourism. 1) strengthen the policies and regulations of infrastructure construction, 2) improve the investment and financing environment, 3) pay attention to the cultivation of tourism talents, and introduce policies and regulations; 4) perfecting the management methods and regulations of all kinds of mountain sports tourism; 5) all government departments should strengthen the management of mountain sports tourism industry, persist in administering tourism according to law, strengthen law enforcement, and improve the construction of mountain sports tourism rescue system in Ganzi Prefecture. Although Ganzi Prefecture has an outdoor mountaineering and rescue team, it is mainly located in Kangding City. There are no rescue teams in the following counties or towns. This has led to the lack of timely rescue. 1) it is suggested that rescue teams and rescue teams should be set up at four levels: state, county, and township (town). Rescue teams, rescue sites and other four levels of rescue teams; 2) based on the three major airports, to build a three-dimensional rescue network system; 3) to set up the entry standards of mountain peaks with different risk levels; 4) to introduce outdoor professional insurance; 8, to build the sports product system in Ganzi Prefecture. The author thinks that the sports tourism products of Ganzi Mountain can be divided into four categories: 1) sports products; 2) sports products; 3) leisure vacations; 4) supporting services.
【學(xué)位授予單位】：成都體育學(xué)院
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：G80-05

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