“假日经济”营销问题探讨

“假日经济”营销问题探讨

摘 要

进入21世纪， 随着社会经济水平的提高，“假日经济”一词逐渐走入人们的视野。众所周知，假日经济是我国生产力发展的必然结果。而假日旅游市场方面的发展，更是我国假日经济发展的重要表现形式。特别是2013年，由于新旅游法实施，旅游市场更展现出蓬勃发展的势态。然而在假日经济发展的过程中，在旅游行业市场也凸显出诸多的问题。我们在认识到“假日经济”对拉动内需、扩大消费有着正面的影响的同时，也应该意识到，不法的经营和日渐显露的不健全的假日制度，对我国假日经济不可估量的负面效应。我们应该重视在“假日经济”发展基础上，对旅游行业面临的主要问题做出实地的调研，为消费者、旅游产业的经营者，以及旅游市场的领导者、监管者，提供一些可供参考的解决措施和对策，使“假日经济”营销问题，走向可持续发展的方向。

关键词 假日经济/旅游产业/政府监管

LSSUES SUMMARY

ABSTRACT

In the 21st century, with the improvement of social economy level, economygradually into people's vision. As we all know, the holiday economy is the inevitable result of development of productive forces. The holiday tourism market developments, it is our holiday an important form of economic development. Especially in 2013, the implementation of the new Tourism Law, but also show the tourism market booming momentum. However, the process of economic development during the holidays, in the tourism industry market also highlights the many problems. We realize that the economyon stimulating domestic demand and expand consumption has a positive impact, but also should be aware that illicit trade and increasingly revealed unsound holiday system for our holiday economy incalculable negative effects. We should pay attention to the ased on the development of the main problems facing the tourism industry to make on-site research, for consumers, the tourism industry operators, as well as a leader in the tourism market, regulators, to provide some reference solving measures and countermeasures, so that the owards sustainable development.

KEYWORDS Holiday Economy ，Tourism Industry ，Government regulation

目 录

中文摘要 .............................................................................................................................................. 1 应文摘要 .............................................................................................................................................. 2 引 言 ................................................................................................................................................... 1 1 假日经济与假日营销概念 ................................................................................................. 2

1.1 假日经济 ......................................................................................................................... 2

1.1.1 假日经济的定义 .................................................................................................... 2 1.1.2 假日经济的特点 .................................................................................................... 2 1.1.3 假日经济产生的原因 ........................................................................................... 3 1.1.4 假日经济对旅游产业的影响 ............................................................................. 4

1.2 假日营销 ......................................................................................................................... 5

1.2.1 假日营销的定义 .................................................................................................... 5 1.2.2 假日营销中需要注意的问题 ............................................................................. 5 1.2.3 假日营销在旅游产业中存在的问题 ............................................................... 6

2 2013年“十一”黄金周期间旅游产业的运营状况 ........................................... 7

2.1 2013年“十一”黄金周旅游市场的特点 ................................................... 7

2.1.1 新法约束，万象更新 ........................................................................................... 7 2.1.2 需求高涨，市场繁荣 ........................................................................................... 7 2.1.3 自驾旅游，形式多样 ........................................................................................... 7 2.1.4 出境旅游，线长面广 ........................................................................................... 8 2.1.5 活动丰富，气氛祥和 ........................................................................................... 8

2.2 全国十一黄金周接待游客数量及旅游收入情况 .................................... 8

2.2.1 十一黄金周接待游客数量 ................................................................................. 8

2.2.2 十一黄金周旅游收入情况 ............................................................................... 10

2.3 全国假日办值班室投诉情况 ............................................................................ 11 3 2013年国庆假日旅游中出现的热点问题及其原因分析 .............................. 12

3.1 国庆假日中出现的热点问题 ............................................................................ 12

3.1.1 高速拥堵，惹人烦忧 ......................................................................................... 12 3.1.2 景区爆棚，游客滞留 ......................................................................................... 12 3.1.3 定点旅游，乱象横生 ......................................................................................... 13 3.1.4 文明不畅，出行无章 ......................................................................................... 13 3.1.5 不法收费，欲盖弥彰 ......................................................................................... 14

3.2 国庆旅游长假出现负面问题的原因............................................................. 15

3.2.1 游客素质低下：自我约束差 ........................................................................... 15 3.2.2 悲催拼假制度：休假不合理 ........................................................................... 16 3.3.3 景区管理混乱：服务不到位 ........................................................................... 16 3.3.4 不法导游横生：执法者纵容 ........................................................................... 17 3.3.5 出游问题总结：不能怪长假 ........................................................................... 17

4 实现假日旅游可持续发展的模式设计 .................................................................... 18

4.1 化解假日旅游难题的实施措施实例............................................................. 18 4.2 解决旅游发展难题的对策探析 ....................................................................... 20

4.2.1 加强政府应对 ...................................................................................................... 20 4.2.2 完善旅游信息 ...................................................................................................... 21 4.2.3 改革休假制度 ...................................................................................................... 21 4.2.4 调整产业结构 ...................................................................................................... 22 4.2.5 规范行业管理 ...................................................................................................... 22

结束语 ................................................................................................................................................. 23 致 谢 ................................................................................................................................................. 24

参考文献 ............................................................................................................................................ 25

百度搜索“77cn”或“免费范文网”即可找到本站免费阅读全部范文。收藏本站方便下次阅读，免费范文网，提供经典小说综合文库“假日经济”营销问题探讨在线全文阅读。