云南生态旅游发展战略研究

上海交通大学硕士学位论文云南生态旅游发展战略研究姓名：李萍申请学位级别：硕士专业：工商管理指导教师：潘英丽20090524PESTELSWOTRESEARCHONYUNNANECOTOURISMDEVELOPMENTSTRATEGYABSTRACTThetourismindustryisseverelyaffectedbytheglobalfinancialcrisiscurrently.However,basedontheglobaleconomicdevelopmentanalyses,thetourismindustrywillcontinuetomaintainarelativelygooddevelopmenttrend.Whiletheglobalclimatechangingissueisgettingmoreandmoreprominent,somepeoplebegintocriticizethecontinuousdevelopmentoftourismindustryasthetourismdevelopmenthasledtosomeproblemssuchasthepublicandprivatespacewereoccupied,localtraditionsandvaluesystemsweredisappearedandtheimpactofthetourismtotheenvironmentchanging.Ithasbeenabigquestiononhowtomakethetourismindustrytocontributeitsintegratedbenefitstothesociety,andhowtoachieveaharmoniousandsustainabledevelopmentforthetourismindustry.Meanwhile,withthedevelopmentofthelivingstandard,thedemandofthetourismmarkethasbeenchanging,andcostumerswantmorenewproductswithpersonalization.Thedemandsfororiginalandgreentourismproductsareincreasedandecotourismhasdrawnattentiongradually.Inthisthesis,ecotourismresearchisconductedonthemostpromisingplaceonecotourismdevelopment:Yunnanprovince.Combinedwithsurveydataandexperience,theauthorobservesthatthetourismindustryinYunnanprovincethatbasedontraditionaltourismhasshownproblemssuchaslackingofpowerondevelopmentandslowincreaseonsalesandprofit.Accordingly,threequestions,whichwillbediscussedindetails,areraised:there-positioningofYunnantourismindustrydevelopment,themarketingofYunnanecotourismdevelopmentandthebrandcreationofYunnanecotourism.ByusingthePESTELanalysis,Porter’sfive-forceanalysis,theindustryvaluechainanalysisandtheSWOTanalysis,theinternalandexternalenvironmentofYunnanecotourismdevelopmentisanalyzed.Then,twocasestudiesonforeignecotourismdevelopmentareelaborated.Furthermore,thecompetitivecoreadvantagesofYunnanecotourismdevelopmentandthestrategyofYunnanecotourismdevelopmentareelaboratedandanalyzed.Tomeetthechallengeofthecompetition,Yunnanshouldtaketheopportunityandtransformfromthetraditionaltourismdevelopmenttothesustainableecotourismdevelopment.ThestrategyofYunnanecotourismdevelopmentincludes:meetstherequirementofthecostumers,subdividesthemarket,anddifferentiatesthetourismmarketwithothernear-bymarketswithdifferentstrategies.Currently,Yunnanshoulddevelopmultiecotourismproductsforthetourismmarketing,makealliancewithothernear-byprovinces,createtheecotourismproductbrandsandstrengthenthehumanresourceonecotourismdevelopment.Thethesispresentstheresearchandanalysisresultsonthemostpotentialregiononecotourismdevelopment.ItwillbeavaluablereferenceontheYunnanecotourismdevelopment.Atthesametime,theresearchisalsoarealisticreferenceonthesustainabledevelopmentofthetourismindustryandecotourismdevelopment.KEYWORDS:Ecotourism,Resources,Research200952420095242009524MBA11111.119UNWTOWorldTourismBarometer20085%9020085-1020102015MBA21.1.2AbrahamHaroldMaslow19080IT30%70%23MBA341.1.3WTO-TheWorldTourismOrganization20082007-20151.21.2.1IUCNCeballos-Lascurain208019921983(11992MBA4(2)CripinTickell(3)(4)1993(5)1.2.21.2.2.11:19861987(WWF)51990:1996(WWF)2119981999102002MBA52AnnalsofTourismResearch(JournalofTourismStudies)(JournalofTravelResearch)TourismManagement(JournalofSustainableTourism)199323TheEncyclopediaofEcotourismDavidB.WeaverDavidFennellEcotourismHeatherD.Zeppel(TES)(TNC)(CI)(WWF)(IUAES)4CEACScaceFarrellBooCaterLinberghard-corededicatedmainstreamcasualQueenslandOramsMBA6(ANPS)0-561.2.2.21901994“”(CETA)19951199661021“”“”199919999919991999200710MBA7200“”261.2.2.31234561.2.2.4(1)MBA88.37119.20192819801992219332:(PulauKomodo),RincaPadar.,:1000,,70.,,,,,Duyung.-140002500400“”26014110062000251199580,2MBA931表1.科莫多国家公园分区表Table1KomodoNationalParkZoneTable1234MBA105678PHPA9(2)Yellowstone187231182438895690%10%(JudgeCorneliusHedges)1872MBA111231871456789,,MBA121.31.3.139.443004060161.3.21901253410%MBA132MBA143MBA151.411950JanTinbergen(EconomicIntergraton)2MBA163,4,,’5,MBA171.51.5.12090110234MBA181.5.21PESTELSWOT(2)(3)(4)1.612MBA191.71.7.11.7.211993WTO219951.7.31.81.8.1MBA20123PESTELSWOTMBA211.8.21图1.论文结构示意图FIGURE1.SketchMapoftheThesisStructureMBA222.1PESTEL(2)图2.PESTEL分析示意图FIGURE2.SketchMapofPESTELAnalysesMBA232.1.1(Political)200519982.1.2(Economic)1---2001202020012010GDP7.9,2WTO,MBA24320058500345022011500016367500GDP58GDP10711311920082020402042004%20%25%25005.22.1.3(Social)12008KickthehabitTowardsalowcarboneconomyMBA252201965Hetzer47%80030048001/830002.1.4(Technological)12202.1.5(Environmental)120071025UNEPGlobalEnvironmentOutlook:environmentfordevelopmentGEO-41987MBA26:1.8~462211620701020002.81/420060%1987200350%124121/310%1180401/71/3601/590MBA27121100020801.420902.12/3260%GDP36780455O30%50%19981012212AltourInternationalAlexandreChemiaGreenHotelAssociation43002.1.6(Legal)19701872311916825MBA2890GG212.22.2.1SNA:19933500023MBA29456782.2.22表2.生态旅游与大众旅游区别表Table2DifferenceTablebetweenEcotourismandTraditionalTourismMBA302.2.32.2.3.1.,.MBA312.2.3.211994Whight[12]355456%355443%199520.7%64.95%75%96%MBA3244%47%24%35%25%18%22.2.435500MBA33WTO1993200086%19941857.7