【摘要】：旅游季節(jié)性問題長(zhǎng)久以來困擾著旅游行業(yè)的發(fā)展,研究表明解決旅游季節(jié)性問題最主要的途徑在于“促進(jìn)淡季出游的常態(tài)化”,即本文強(qiáng)調(diào)的“反季旅游”---在傳統(tǒng)淡季形成一定規(guī)模的出游現(xiàn)象。 本論文以長(zhǎng)三角地區(qū)旅游季節(jié)性的現(xiàn)狀為落腳點(diǎn),主要探討了在迪士尼項(xiàng)目落戶上海的大背景之下,長(zhǎng)三角的反季旅游發(fā)展會(huì)受到怎樣的影響,以及怎樣正確應(yīng)對(duì)。本研究發(fā)現(xiàn),迪士尼項(xiàng)目可以在需求和供給兩個(gè)角度為長(zhǎng)三角反季旅游的發(fā)展提供新的推力和拉力因素,最終促進(jìn)長(zhǎng)三角旅游市場(chǎng)淡季出游的常態(tài)化。 首先,在緒論部分對(duì)立論緣由及依據(jù)、研究目的和意義、研究方法與框架進(jìn)行了大致的介紹,交代了論文中重要數(shù)據(jù)指標(biāo)的選用依據(jù)及統(tǒng)計(jì)來源。然后通過文獻(xiàn)研究分析,對(duì)有關(guān)旅游季節(jié)性、反季旅游、迪士尼樂園的區(qū)域影響等方面的現(xiàn)有國內(nèi)外研究成果進(jìn)行評(píng)述,界定了本研究中反季旅游及長(zhǎng)三角的概念,并對(duì)旅游活動(dòng)的OD模型和長(zhǎng)三角一體化理論做出總結(jié)和歸納,作為本文的立論依據(jù)及研究基礎(chǔ)。 接著,選取了“旅游地特定年份的旅游季節(jié)性”、“多年形成的平均旅游季節(jié)性”、“旅游發(fā)展的淡旺比”三個(gè)指標(biāo),系統(tǒng)地梳理了江浙滬三地旅游發(fā)展的季節(jié)性特征；與其對(duì)應(yīng)的,在園區(qū)接待人數(shù)、差異定價(jià)和季節(jié)性產(chǎn)品等方面,總結(jié)了現(xiàn)有迪士尼樂園旅游接待的季節(jié)性規(guī)律；通過交叉對(duì)比、定性和定量相結(jié)合的方法深入分析,得出了迪士尼項(xiàng)目對(duì)長(zhǎng)三角旅游季節(jié)性的影響路徑,并根據(jù)旅游活動(dòng)的OD模型進(jìn)一步得出了頗具現(xiàn)實(shí)意義的結(jié)論,即迪士尼項(xiàng)目可以在需求和供給兩個(gè)角度促進(jìn)長(zhǎng)三角旅游市場(chǎng)淡季出游的常態(tài)化。 最后,為長(zhǎng)三角反季旅游的發(fā)展提供了諸如目標(biāo)市場(chǎng)定位與開發(fā)、產(chǎn)品創(chuàng)新及營(yíng)銷、產(chǎn)品組合及差異定價(jià)、資源整合及品牌營(yíng)銷、服務(wù)制勝策略等多方面的對(duì)策建議。
[Abstract]:Tourism seasonality has long plagued the development of the tourism industry. Studies have shown that the most important way to solve tourism seasonal problems is to "promote the normalization of off-season trips". That is, "anti-season tourism", which is emphasized in this paper, forms a certain scale travel phenomenon in the traditional off-season. Based on the current situation of tourism seasonality in the Yangtze River Delta, this paper mainly discusses how the development of off-season tourism in the Yangtze River Delta will be affected and how to deal with it correctly under the background of the Disney project in Shanghai. This study finds that the Disney project can provide new thrust and pull factors for the development of off-season tourism in the Yangtze River Delta from both the demand and supply perspectives, and finally promote the normalization of off-season travel in the tourism market of the Yangtze River Delta. Firstly, in the introduction part, the author gives a general introduction to the reason and basis, the purpose and significance of the research, the research methods and the framework, and explains the selection basis and statistical source of the important data indicators in the paper. Then, through the literature analysis, this paper reviews the existing domestic and international research results on tourism seasonality, off-season tourism, and the regional impact of Disneyland, and defines the concepts of off-season tourism and the Yangtze River Delta in this study. The OD model of tourism activity and the integration theory of Yangtze River Delta are summarized and summarized as the basis and research basis of this paper. Then, it selects three indexes: "Tourism seasonality in a particular year of tourist destination", "average tourism seasonality formed over many years", "light and prosperous ratio of tourism development", and systematically combs the seasonal characteristics of tourism development in Jiangsu, Zhejiang and Shanghai. Accordingly, in the aspects of reception number, differential pricing and seasonal products, this paper summarizes the seasonal rules of existing Disneyland tourism reception, and deeply analyzes the existing Disney park tourism reception by means of cross-comparison, qualitative and quantitative analysis. The influence path of Disney project on tourism seasonality in Yangtze River Delta is obtained, and according to the OD model of tourism activity, a realistic conclusion is drawn. That is, the Disney project can promote the Yangtze River Delta tourism market in both demand and supply in the off-season travel regularization. Finally, it provides countermeasures and suggestions for the development of off-season tourism in Yangtze River Delta, such as target market orientation and development, product innovation and marketing, product combination and differential pricing, resource integration and brand marketing, service winning strategy, etc.
【學(xué)位授予單位】：華東師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F592.7

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