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北京旅游发展报告(2017)

书 名: 北京旅游发展报告(2017)
英 文 名: ANNUAL REPORT ON BEIJING’S TOURISM DEVELOPMENT (2017)
作 者: 北京旅游学会
I S B N: 978-7-5201-1005-1
丛 书 名: 北京旅游绿皮书 订阅
关 键 词:  乡村旅游 休闲旅游 全域旅游 共享经济 京津冀都市圈
出版日期: 2017-07-01

中文摘要

《北京旅游发展报告(2017)》是“北京旅游绿皮书”的第六本专题报告。全书由3篇主报告和23篇专题报告组成。主报告《以推进供给侧结构性改革为主线 努力提升首都旅游的美誉度和满意度》在回顾2016年北京旅游业发展的基础上,分析旅游发展全域化、旅游公共服务体系化等北京旅游业发展新特征,并对2017年北京旅游业发展做出展望。主报告的另外两篇文章着眼于全域旅游与京津冀旅游协同发展这两个重要的旅游战略问题,指出全域旅游规划应着力便利化体系、空间形态、社会管理体系等方面的构建,论述了雄安新区在京津冀旅游协同发展中的战略地位。

23篇专题报告分为“旅游新观念”篇、“旅游新模式”篇、“旅游新乡村”篇以及“旅游新业态”篇。

“旅游新观念”篇共有5篇报告,涵盖共享经济环境下北京旅游发展、非首都核心功能疏解、住宿业发展创新中的新思维、北京核心区旅游人口疏导、基于大数据研究的北京旅游市场发展等方面。主要观点包括:认为北京旅游发展应注意规范共享经济安全管理、重视维护本地居民公共权力以及提高共享经济服务水平;应将旅游客流疏导等纳入城乡规划和城市管理,雄安新区将形成具有区域作用的新的次级旅游集散地;要从成本思维到价值思维、从市场思维到资本思维、从结构化思维到跨界思维等视角推动住宿业的创新发展;北京核心区旅游人口呈现出高度聚集的特征,应加快构建“五、十、百、千、万、亿”的旅游休闲体系,旅游社会地域容量要回归合理化;景区组合要注重传统与现代的互补,购物和娱乐供给体系改善要基于精准的市场细分。

“旅游新模式”篇共有6篇报告。通过总结北京故宫在平衡文物保护与客流冲击,拓展文化传播功能,改善参观和游客服务质量等方面的尝试,为旅游景区特别是文博类景区提升旅游公共服务提供了样本;从政策与体制、产品与服务、市场、品牌建设以及营销推广等层面提出了北京境外宣传推广的新模式和新思路;从旅游市场发展趋势出发,聚焦旅游市场需求变化,初步提出了超越旅游地产和单纯的旅游景区,创新休闲类旅游综合体发展的模式;从游客角度了解和体验北京AAAAA景区智慧旅游建设情况,总结AAAAA景区智慧旅游建设的共性与个性,并提出北京AAAAA景区智慧旅游提升建议;根据北京餐饮老字号消费者满意度调查,并通过对全聚德、东来顺、庆丰包子铺等的重点餐饮企业的分析,提出了北京餐饮老字号经营服务的新模式;基于对京津冀13个城市旅游景区网络评论的大数据分析,提出旅游目的地品牌形象传播、提升的策略建议。

“旅游新乡村”篇的6篇报告践行“绿水青山就是金山银山”的发展理念,聚焦当前北京乡村旅游发展的热点、难点,深入分析了北京民宿行业的发展困境、北京乡村旅游特色业态和大兴区都市田园生态旅游发展存在的问题等,阐释了“民宿是非标准住宿”的认识误区,提出了着力打造民宿行业标杆,促进法规升级,加速推进民宿合法化,以社会资本促进乡村民宿发展,打造北京“乡村旅游老字号”以及大兴古老月季都市田园旅游区发展模式及对策。同时,总结浙江、广西等兄弟省区乡村旅游的发展经验,系统阐述了湖州市发展乡村旅游在体制创新、特色提炼、品牌塑造、标准制定等方面的做法,从供给侧改革、“互联网+”的视角提出广西县域乡村旅游客源市场的消费行为特点与营销创新策略。

“旅游新业态”篇的6篇报告以北京市的房车旅游、露营旅游、民宿旅游、体育旅游、新型旅行社等新业态为研究对象,围绕业态的前景与趋势研判、发展机理梳理、主要问题诊断等方面展开研究,并以此为基础提出针对性的对策建议。随着大众旅游时代的到来,旅游消费呈现个性化和特色化的发展趋势,旅游业态创新是旅游企业对多样性旅游消费需求的积极反应。受共享经济、信息技术、汽车普及率、带薪休假等社会经济因素的影响,房车旅游、宿营旅游、民宿旅游、体育旅游等新兴旅游业态引起广泛的市场关注;旅游供应链的细化推动了旅行社商业模式的演化,旅游新零售模式日益清晰。北京市作为我国的政治和文化中心,文化底蕴深厚,客源群体庞大,是培育旅游新业态的最佳试验田,新业态发展问题的发现与破解成为北京市旅游业提质升级亟须解决的新课题。

《北京旅游发展报告(2017)》聚焦于旅游发展中的新观念、新模式、新乡村和新业态,以北京旅游发展为主体,兼论全国范围内旅游发展案例,体现了京津冀协同发展、全域旅游等国家战略及旅游战略,关注共享经济环境下的北京旅游发展,分析民宿、房车露营等新的旅游业态,力求满足旅游学界、政界以及产业界读者多样化的阅读需求。

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