珠峰生态文旅融合发展研究报告（2024）
| 书 名： |
珠峰生态文旅融合发展研究报告（2024） |
| 英 文 名： |
ANNUAL REPORT ON THE ECOLOGICAL CULTURAL TOURISM INTEGRATION DEVELOPMENT OF MOUNT QOMOLANGMA （2024）
|
| 作 者： |
陈明祥 扎西顿珠 主编; 袁德刚 朱冬锋 执行主编 |
| I S B N： |
978-7-5228-4039-0 |
| 丛 书 名： |
|
| 关 键 词： |
珠峰 文旅融合 国家公园 自然保护区 |
| 出版时间： |
2024年09月 |
中文摘要
珠穆朗玛峰作为世界之巅，对全世界的旅游爱好者来说具有很大的吸引力。《西藏自治区“十四五”时期旅游综合发展规划》指出要打造以珠穆朗玛国家公园为代表的“地球第三极”旅游品牌核心特色。《西藏日喀则五县环珠峰全域旅游发展总体规划》更是指出珠穆朗玛峰旅游吸引核心要依托定日县，以珠峰大本营为主体空间，以登山服务、观光组织、旅游咨询和餐饮住宿为核心功能，打造珠峰休闲旅游与登山运动服务中心区。定日县更是坚守生态优先原则，按照高质量发展的要求，紧扣高端生态旅游、精品山地户外运动和深度民族文化体验三大主题，以提质增效为主线，以融合发展为主旨，以质量变革、效率变革、动力变革为核心，聚焦补短板、育业态、优供给、提品质、强产业五大要点，强化创新驱动与科技支撑，着力深化旅游业供给侧结构性改革，力争把定日县打造成为以珠峰为IP的国家级生态旅游示范区。
2023年，珠峰景区接待游客量达到历史最高点，突破46万人次。伴随着全世界越来越多游客前往，如何平衡好旅游与生态，成为一个重要的议题。未来定日县更需要按照高质量发展的要求，打造环珠峰生态文化旅游圈，积极探索出一条珠峰生态与文旅融合发展之路。
本年度报告分为总报告、生态保护篇、市场分析篇、品牌价值篇和创新实践篇五个部分，总报告展现了珠峰景区所在地定日县在发展珠峰文旅时，注重提高发展定位、突出旅游体验重点、完善景区基础设施建设、推广品牌形象。2023年，珠峰旅游景区迎来了爆发式增长，带来了更多的发展机遇与挑战，但还存在一些问题，主要表现为旅游资源利用不高，旅游产品供给不足；旅游产业结构单一，缺乏产业链延伸；旅游从业人员专业性有待提升，社区参与度低；文旅产业规划统筹难度大，政策落实难。未来应进一步完善珠峰旅游附属设施，提升运营管理水平；结合定日实际出发，探索多元化发展思路；注重规范旅游市场，提升定日旅游形象；充分发挥文化赋能旅游，促进文旅融合；强化珠峰精神宣传，增强民族和文化认同。生态保护篇研究发现，珠峰自然保护区生态系统综合变化程度不明显，生态系统内部结构较稳定；应在此基础上对自然保护区功能分区空间进行优化和适应性管理，确保自然保护区差异化分区管控目标实现。市场分析篇着重选取了上海、成都、珠三角等主要客源地，进行客源市场分析和消费者行为研究，通过产品多样化和精准营销，有效激活各个目标市场。品牌价值篇关注了珠峰景区的形象感知和珠峰旅游目的地新媒体营销等领域，特别是珠峰精神作为生态文旅融合实践的深层内涵与赋能核心，其重要性和引领作用不言而喻。创新实践篇从创新驱动旅游供给侧改革与智慧旅游发展、统筹协调全域旅游发展、推动旅游绿色低碳转型、深化共建旅游合作机制、强化旅游共享发展机制等维度，提出珠峰旅游高质量发展优化路径，以期为推动珠峰旅游高质量发展提供参考与借鉴。
本书提出了一系列切实可行的生态文旅融合发展策略，不仅考虑了珠峰生态保护的长远目标，也兼顾了文化旅游的经济效益和社会效益，群策群力助力珠峰景区高水平建设和高质量发展。
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