书籍目录

第一章旅游策划的基本概念

Chapter 1Basic concepts of tourism planning第一节旅游策划的相关概念辨析/4

Analysis of related concepts of tourism planning第二节旅游策划的范畴与方法/12

Scopes and methods of tourism planning第三节国内研究基本现状/16

Basic status of domestic research

19

第二章旅游策划的基本原理

Chapter 2Basic principles of tourism planning第一节以市场需求为导向/20

Guided by market demand第二节以资源评价为基础/27

Based on resource assessment第三节以项目策划为灵魂/37

Taking project planning as the soul第四节以政策法规为保障/38

Protected by policies and regulations第五节以工程技术为支撑/41

Supported by engineering technology45

第三章旅游策划的条件及环境分析

Chapter 3Conditions and environment analysis of tourism planning第一节旅游外部环境调查与分析/46

Investigation and analysis of tourism external environment第二节旅游区位分析/50

Tourism location analysis第三节旅游地块分析/54

Tourism plot analysis

57

第四章旅游策划的市场调查

Chapter 4Market research of tourism planning第一节游客行为研究/58

Study on tourist behavior第二节竞争者调查分析/68

Competitor survey analysis第三节商业业态调查/73

Business condition survey

目录85

第五章旅游策划的定位分析

Chapter 5Analysis of the positioning of tourism planning第一节旅游形象定位/86

Tourism image positioning第二节旅游市场定位/92

Tourism market positioning第三节旅游产品定位/94

Tourism product positioning第四节竞争定位/98

Competitive positioning

103

第六章旅游产品策划

Chapter 6Tourism product planning第一节旅游产品策划的内涵/104

Connotation of tourism product planning第二节从旅游资源角度看旅游产品策划/104

Viewing tourism product planning from the perspective of tourism resource第三节专项旅游产品策划/109

Planning of special tourism products

127

第七章旅游营销策划

Chapter 7Tourism marketing planning第一节旅游营销策划的“智慧之树”理论/128

“Wisdom tree” theory of tourism marketing planning第二节旅游营销战略与策略/130

Tourism marketing strategies第三节新媒体营销技术/142

New media marketing techniques第四节基于网络评论的民宿市场营销研究/152

Research on home stay marketing based on network review

159

第八章旅游项目投资估算

Chapter 8Estimation and calculation of tourism project investment第一节投资估算概念及其内容/160

Concepts and contents of investment estimation and calculation第二节分类投资估算/161

Classified investment estimation and calculation第三节项目投入总资金与分期投资计划/169

Total investment in projects and phased investment plan第四节土地国民经济费用的计算方法/170

Calculation methods of land national economic costs

173

第九章旅游项目管理

Chapter 9Tourism project management第一节旅游项目管理概述/174

Overview of tourism project management第二节旅游项目时间管理/179

Time management of tourism project第三节旅游项目成本管理/184

Cost management of tourism project第四节旅游项目质量管理/188

Quality management of tourism project第五节旅游项目风险管理/194

Risk management of tourism project

实践篇

Practice part205

第十章找差异，做特色：石柱县全域旅游总体规划

Chapter 10Finding differences and emphasizing features: overall tourism planning of

Shizhu county第一节策划方案的编制体系/206

Formulation system of the plan第二节石柱全域旅游SWOT分析/207

SWOT analysis of Shizhu global tourism第三节全域旅游实施的“四个转变”/209

“Four changes” in the implementation of global tourism第四节战略定位与目标/210

Strategic positioning and objectives第五节全域旅游空间引导策划/213

Space guidance planning of global tourism第六节重点项目策划/214

Key project planning国际案例：成熟的全域旅游度假目的地——瑞士阿尔卑斯地区/219

International case：Mature global tourism resort :the Swiss Alps region

227

第十一章传统文化类景区的创意与开发：洛阳上清宫老子道

源文化旅游区总体策划

Chapter 11Creativity and development of traditional cultural scenic spots: the overall

planning of Luoyang Shangqing palace Laozi Daoyuan cultural tourism area第一节背景分析/228

Background analysis第二节市场分析/230

Market analysis第三节资源分析/235

Resource a