山西大院型民居旅游地生命周期演变及其系统提升——以乔家大院为例

旅游地的成长是一个由发现引入、加速成长、走向成熟到最终衰退的生命过程。旅游地生命周期理论是关于旅游地成长的管理理论,在实践中必须采用动态的管理措施来实现旅游产品创新和旅游地系统提升。运用旅游地生命周期理论,以1986～2010年乔家大院旅游人次、游客增长率以及指数模拟曲线等指标系统分析了大院旅游地生命周期。研究表明:乔家大院旅游地经历了4个阶段,即:探索阶段(1986年以前)、参与阶段(1987～1995年)、发展与巩固阶段(1996～2008年)、衰退阶段(2009年～至今).乔家大院已经进入“衰退期”,不仅要对资源整合营销,而且要改善旅游环境,营造良好运营氛围的战略;同时适应市场需求,深挖文化因子;实行产品差异化策略,打造特色大院旅游产品和提升大院旅游地体验性,打造大院体验旅游创新产品。

Life cycle and upgrade of Shanxi's mansion as a tourist destination: Thking Qiao's Grand Compound as an example

The development of a tourist destination is a life cycle, including its discovery, growing, mature and decline phase.The theory on a life cycle of a tourist destination is a management theory which is related to its growth.In practice we should conform to the dynamic management measures to prove its product innovation and the system upgrade. The paper, taking the Qiao''s Grand Compound as an example, analyses the theory of a life cycle on the statistics of the number of tourists, the growth rate, moving average growth rate and exponential curve.It is concluded that the Qiao''s Grand Compound is declining after four stages, consisting of initial stage (before 1986), infant stage (1987～1995), developing and mature state (1996～2008) and declining stage (2009～).We should have integral marketing of resources and improve tourism environment, as well as implement strategies of better environment operation and upgrade cultural products so as to meet the market demand.