文档介绍：上海交通大学
硕士学位论文
老挝旅游业发展战略研究
姓名:索多奇
申请学位级别:硕士
专业:企业管理
指导教师:朱军生
20040114
老挝旅游业发展战略研究
老挝旅游业发展战略研究
摘要
老挝旅游业经过十多年发展取得了可喜的成绩但其发展过程
中也出现了一些问题迫切需要有系统完善的战略规划来指导笔者
认为老挝旅游业具有资源优势位置优势客源市场优势等但也存
在整体形象不鲜明营销手段落后基础设施落后基础设施建设投
资不足景区接待能力差等方面的问题本论文对老挝旅游业发展现
状特征进行了分析提出了战略总目标和各阶段目标提出形象
发展战略产品创新发展战略市场营销战略等大战略体系提出
以观光旅游度假旅游会议旅游生态旅游和探险旅游等大领域
为重点战略开发同时对旅游产业构造的行食住游娱购等
进行了理论开发指导
本论文综合运用人文地理学旅游学战略管理学市场营销学
产品创新学等基础理论应用理论研究文献阅读与实证研究案
例研究相结合数据统计定量分析和定性分析相结合本文的
理论研究旨为老挝旅游业的发展提供思路和对策促进老挝旅游业的
发展
关键词老挝旅游业旅游形象旅游发展战略
I
老挝旅游业发展战略研究
RESEARCH ON LAOS TOURISM INDUSTRY
DEVELOPMET STRATEGY
ABSTRACT
With more than ten years’ developing, Laos’ tourism has gotten remarkable progress, but
some problems still arose during the developing periods, so a systemic and integrative strategy
plan is urgent needed to resolve these problems and lead Laos tourism industry for more ess.
This paper described the advantages such as resources position and market of Laos tourism
industry as well as the problems such as no clear and vivid image as a whole poor methods for
marketing shabby basic facilities and little investment on basic facilities. And then the paper
analyzed the developing situation of Laos tourism industry with SWOT matrix, based on the
analysis, the whole strategy and sub-strategies for each phases are put forward. And for more
concretion, image strategy product innovation strategy and marketing strategy as individual
operated and systemically related three strategies are also put forward. According to the
development of world economy, the paper suggests that six parts landscape tour vacation tour
meeting tour exploration tour and ecology tour should be focused. Last but not least, the paper
also presents some guidance on theoretical exploitation of tourism ponents such as
local transportation modation entertainment and shopping.
The paper bases on the f