本文關鍵詞：內(nèi)蒙古民族特色旅游紀念品開發(fā)研究　出處：《內(nèi)蒙古師范大學》2013年碩士論文　論文類型：學位論文

  更多相關文章： 旅游紀念品 文化產(chǎn)業(yè) 開發(fā) 保護

【摘要】：旅游業(yè)是當今世界的一大產(chǎn)業(yè)，改革開放以來，中國的旅游業(yè)以前所未有的速度迅猛發(fā)展，取得了輝煌的成就，旅游業(yè)在國民經(jīng)濟中的地位顯著提高。其中，旅游紀念品收入是旅游經(jīng)濟收入的重要組成部分，也是旅游業(yè)發(fā)展成熟的標志。因此，旅游業(yè)界對旅游紀念品的研究也越來越重視，但針對內(nèi)蒙古地區(qū)旅游紀念品的研究還較少，也不夠深入，本文在對內(nèi)蒙古地區(qū)旅游紀念品開發(fā)現(xiàn)狀進行系統(tǒng)分析的基礎上，，提出了內(nèi)蒙古地區(qū)旅游紀念品開發(fā)的策略。 本文對內(nèi)蒙古地區(qū)旅游紀念品開發(fā)研究分為三大部分 第一部分為引言和理論介紹，引言部分主要論述了本文研究背景和意義，介紹了本文所采用的研究方法；在理論介紹部分，分析了國內(nèi)研究現(xiàn)狀，并闡明本文所采用的旅游購物商品和旅游紀念品定義，為后文旅游紀念品的研究劃定了范圍。 第二部分為內(nèi)蒙古地區(qū)旅游紀念品現(xiàn)狀分析和游客對旅游紀念品購買行為研究，其中現(xiàn)狀部分論述了內(nèi)蒙古地區(qū)旅游購物商品發(fā)展歷程、旅游紀念品分類、生產(chǎn)廠家和景區(qū)對旅游紀念品開發(fā)現(xiàn)狀、開發(fā)人才狀況、宣傳營銷及相關政策法規(guī)；在購買行為研究中通過問卷調(diào)差論述了游客特征、游客收入與購買旅游紀念品花費支出分析和區(qū)內(nèi)外游客對內(nèi)蒙古旅游紀念品的評估，從而找出了制約旅游紀念品發(fā)展的因素。本部分所進行的旅游紀念品現(xiàn)狀分析和游客購買行為分析為第三部SWOT分析及提出開發(fā)策略提供依據(jù)和支撐。 第三部分通過對內(nèi)蒙古地區(qū)旅游紀念品開發(fā)的優(yōu)勢、劣勢、機遇和威脅進行分析，從而提出了旅游紀念品設計者一切從創(chuàng)意開始；以市場為導向開發(fā)旅游紀念品；優(yōu)化營銷渠道，提升銷售業(yè)績；加強政府引導作用，有效對接市場，面向未來實施走出去戰(zhàn)略；加強專門人才培育，提高綜合競爭力；強化消費者權(quán)益保護等開發(fā)策略。 本文通過研究內(nèi)蒙古地區(qū)旅游紀念品開發(fā)策略，希望為有關部門制定政策，為推動內(nèi)蒙古地區(qū)旅游紀念品開發(fā)和旅游業(yè)的發(fā)展提供依據(jù)和參考，為紀念品生產(chǎn)企業(yè)和銷售企業(yè)提供指導性意見。同時，希望本文中所總結(jié)的方法與經(jīng)驗對其他地區(qū)旅游紀念品的開發(fā)具有借鑒意義。
[Abstract]:Tourism is one of the major industries in the world today. Since the reform and opening up, China's tourism industry has developed at an unprecedented speed and made brilliant achievements, and the status of tourism in the national economy has improved significantly. Tourism souvenir income is an important part of tourism economic income, but also a sign of the mature development of tourism. Therefore, the tourism industry has paid more and more attention to the study of tourism souvenirs. However, the study of tourism souvenirs in Inner Mongolia is still less, and is not deep enough. This paper makes a systematic analysis of the present situation of tourism souvenirs development in Inner Mongolia. The development strategy of tourism souvenirs in Inner Mongolia is put forward. In this paper, the development of tourism souvenirs in Inner Mongolia is divided into three parts. The first part is the introduction and theoretical introduction, the introduction mainly discusses the research background and significance of this paper, and introduces the research methods adopted in this paper. In the part of theoretical introduction, this paper analyzes the current situation of domestic research, and clarifies the definition of tourist shopping commodities and tourist souvenirs adopted in this paper, which defines the scope for the later study of tourist souvenirs. The second part is the analysis of the present situation of tourism souvenirs in Inner Mongolia and the study of tourists' purchase behavior of tourist souvenirs. The present situation part discusses the development of tourism shopping commodities and the classification of tourist souvenirs in Inner Mongolia. Manufacturers and scenic spots on tourism souvenirs development status, development of talent, marketing and related policies and regulations; In the study of purchasing behavior, the paper discusses the characteristics of tourists, the income of tourists and the expenditure of purchasing souvenirs, and the evaluation of Inner Mongolia tourism souvenirs by tourists inside and outside the region. The analysis of the present situation of tourist souvenirs and the analysis of tourists' purchase behavior provide the basis and support for the third part of SWOT analysis and the development strategy. The third part analyzes the advantages, disadvantages, opportunities and threats of the development of tourism souvenirs in Inner Mongolia, and then puts forward that the designers of tourism souvenirs start with creativity. Market oriented development of tourist souvenirs; Optimize marketing channels and improve sales performance; Strengthen the guiding role of the government, effectively connect with the market, and implement the strategy of going out in the future; Strengthening the cultivation of specialized talents and improving the comprehensive competitiveness; Strengthen the protection of consumer rights and other development strategies. By studying the development strategy of tourism souvenirs in Inner Mongolia, this paper hopes to provide the basis and reference for the relevant departments to formulate policies and promote the development of tourism souvenirs and tourism in Inner Mongolia. It is hoped that the methods and experiences summarized in this paper can be used for reference in the development of tourist souvenirs in other regions.
【學位授予單位】：內(nèi)蒙古師范大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F592.7

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