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 analysis第四节定位与策略/237
Positioning and strategy第五节总体布局及项目策划/239
Overall layout and project planning第六节投资运营/243
Investment operation国际案例：烟花主题小镇英国Pepperstock村的复兴/245
International case：The resurgence of the fireworks-themed town of
Pepperstock, England
251
第十二章创新策划，活化遗址：开封城摞城遗址文化旅游开发
总体策划
Chapter 12Innovative planning, revitalization of the site: overall planning of Kaifeng
Chengluocheng site cultural tourism development第一节项目背景/252
Project background第二节外部条件分析/253
External condition analysis第三节内部条件分析/258
Internal condition analysis第四节定位与策略/262
Positioning and strategy第五节总体布局与项目策划/265
Overall layout and project planning第六节游客容量与游客规模测算/271
Measurement of tourist capacity and tourist scale第七节效益分析/273
Benefit analysis国际案例：日本登别伊达时代村的旅游开发策划/275
International case: tourism development and planning for Japan's Dengbeiyida times village
287
第十三章小主题，大智慧：茅台国坛酒庄旅游综合体总体规
划(策划部分)
Chapter 13Small theme, great wisdom: general planning of tourism complex of
Maotai Guotan winery第一节规划总则/288
General planning第二节旅游资源分析与评价/289
Analysis and evaluation of tourism resources第三节旅游发展战略与目标/291
Tourism development strategies and objectives第四节空间布局与分区规划/293
Spatial layout and district planning第五节分区规划/296
District planning第六节旅游产品及线路规划/305
Tourism products and route planning第七节市场营销策划/309
Marketing planning第八节投资估算/311
Investment estimation and calculation国际案例：以小产业做大文章——奥地利莱希镇的旅游产业发展/315
International case: the development of tourism industry in lech, Austria
323
第十四章旅游导引下的城市新区蝶变：南岳衡山国家级旅
游度假区总体规划
Chapter 14Changes of new city area under the guidance of tourism: overall planning
of Hengshan national tourism resort第一节规划总则/324
General planning第二节环境条件分析/326
Environmental condition analysis第三节综合现状/328
Comprehensive status quo第四节战略定位/329
Strategic positioning第五节空间结构与功能分区/331
Spatial structure and function partitioning第六节重大项目及游线策划/333
Planning of major projects and tourist routes国际案例：以旅游度假小镇引领都市区转型升级——美国奥兰多/336
International case: As the resort town ，Orlando leads the transformation
and upgrading of the metro area
340
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