传统旅游目的地再发展研究--肇庆案例

近年来,国内一些起步较早的传统旅游目的地,纷纷遭遇客源萎缩、产品老化、竞争不利等难题.为扭转局面,个别地方从政府主导的角度提出了很多策略或措施,如投巨资开发新产品、加大促销力度等,力求突破发展瓶颈.然而,如果以潜在游客的扩大和实际游客的增长为评判指标,这些策略和措施并非都适合于这些传统旅游目的地.通过对肇庆的案例分析发现,传统旅游目的地政府部门在出台再发展决策时,应当着力将不确定的发展"机会"转化为成熟的发展"条件",以规避风险,节约资源,争取成功.

Redevelopment of the Traditional Tourist Destinations in China: A Case Study on Zhaoqing

Shrinking market,aging products,and losing ground in competition are three challenges confronting some traditional tourist destinations in China.In order to tackle such problems,some local governments have taken measures or made strategies such as investing heavily on developing new products and promoting their destinations.However,such measures and strategies have not been proven successful,as they have failed to attract more tourists.The case study on Zhaoqing reveals that in making decisions for the redevelopment of a traditional destination,the local government should work on turning possible opportunities into reality for redevelopment so as to avoid taking risk while achieving success with the least resources.