主题性旅游协作联盟及其构建——以运河文化主题协作联盟为例

主题性旅游协作联盟是一种新型的旅游合作战略模式,其协作基础为相似的空间认知要素、现代化的信息技术支撑和物态化的整合营销品牌。在分析国内外20多个旅游协作联盟的基础上,从地域联系、主题类型、空间结构和组织形式等4个视角,总结了主题性旅游协作联盟的12种基本类型,指出协作的基础理论是注意力经济学、协作网络共生理论和旅游产业集群理论。选取江苏扬州至山东济宁段运河为研究区域,分析其文化资源和旅游发展状况,提出"千年运河,世纪风情"的运河文化主题,从组织体系、品牌营销、产品体系、保障机制、信息平台等5个方面进行主题性旅游协作联盟的构建。

Development stratagem of the thematic tourism collaborative union: A case of the Grand Canal Culture Collaborative Union

With the rapid development of the tourism consumption,tourism destination has been broken through traditional development pattern of hospitality and changed from resource and product marketing era to thematic conception marketing era.To construct tourism collaborative union and to promote the development of the industrial cluster has been an important stratagem of tourism development.As a new mode of tourism collaboration,thematic tourism union is founded on the similar spatial perception,modern information technology and uniform brand marketing.Attention Economy Theory,Integrated Symbiosis Theory and Tourism Industrial Cluster Theory are the bases of the thematic tourism union.Based on the analysis of more than 20 examples of tourism union,the types of thematic tourism collaborative union are summarized from four perspectives of geographical linkage,theme style,spatial structure and organization form.Taking the Grand Canal from Jining in Shandong province to Yangzhou in Jiangsu province as a study area,the cultural resources and tourism development are discussed,and "Millennium Canal,Century Scenario" is advanced as the theme of the Grand Canal tourism.Then the development stratagem of the Thematic Tourism Collaborative Union is probed into.Firstly,regional resources,cultural itineraries and tradition should be integrated with the collaborative marketing of the theme of the Grand Canal.Secondly,thematic tourism cluster should be organized to perfect the product system of the Grand Canal.Thirdly,spatial organization system should be developed for service center,core area and favorite itineraries.Fourthly,collaborative safeguard mechanism should be market-oriented and driven by the government.Finally,information platform should be established to support the tourism collaboration along the Grand Canal.