第一章旅游策劃的基本概念
Chapter 1Basic concepts of tourism planning第一節(jié)旅游策劃的相關(guān)概念辨析/4
Analysis of related concepts of tourism planning第二節(jié)旅游策劃的范疇與方法/12
Scopes and methods of tourism planning第三節(jié)國內(nèi)研究基本現(xiàn)狀/16
Basic status of domestic research
19
第二章旅游策劃的基本原理
Chapter 2Basic principles of tourism planning第一節(jié)以市場需求為導(dǎo)向/20
Guided by market demand第二節(jié)以資源評價為基礎(chǔ)/27
Based on resource assessment第三節(jié)以項目策劃為靈魂/37
Taking project planning as the soul第四節(jié)以政策法規(guī)為保障/38
Protected by policies and regulations第五節(jié)以工程技術(shù)為支撐/41
Supported by engineering technology45
第三章旅游策劃的條件及環(huán)境分析
Chapter 3Conditions and environment analysis of tourism planning第一節(jié)旅游外部環(huán)境調(diào)查與分析/46
Investigation and analysis of tourism external environment第二節(jié)旅游區(qū)位分析/50
Tourism location analysis第三節(jié)旅游地塊分析/54
Tourism plot analysis
57
第四章旅游策劃的市場調(diào)查
Chapter 4Market research of tourism planning第一節(jié)游客行為研究/58
Study on tourist behavior第二節(jié)競爭者調(diào)查分析/68
Competitor survey analysis第三節(jié)商業(yè)業(yè)態(tài)調(diào)查/73
Business condition survey
目錄85
第五章旅游策劃的定位分析
Chapter 5Analysis of the positioning of tourism planning第一節(jié)旅游形象定位/86
Tourism image positioning第二節(jié)旅游市場定位/92
Tourism market positioning第三節(jié)旅游產(chǎn)品定位/94
Tourism product positioning第四節(jié)競爭定位/98
Competitive positioning
103
第六章旅游產(chǎn)品策劃
Chapter 6Tourism product planning第一節(jié)旅游產(chǎn)品策劃的內(nèi)涵/104
Connotation of tourism product planning第二節(jié)從旅游資源角度看旅游產(chǎn)品策劃/104
Viewing tourism product planning from the perspective of tourism resource第三節(jié)專項旅游產(chǎn)品策劃/109
Planning of special tourism products
127
第七章旅游營銷策劃
Chapter 7Tourism marketing planning第一節(jié)旅游營銷策劃的“智慧之樹”理論/128
“Wisdom tree” theory of tourism marketing planning第二節(jié)旅游營銷戰(zhàn)略與策略/130
Tourism marketing strategies第三節(jié)新媒體營銷技術(shù)/142
New media marketing techniques第四節(jié)基于網(wǎng)絡(luò)評論的民宿市場營銷研究/152
Research on home stay marketing based on network review
159
第八章旅游項目投資估算
Chapter 8Estimation and calculation of tourism project investment第一節(jié)投資估算概念及其內(nèi)容/160
Concepts and contents of investment estimation and calculation第二節(jié)分類投資估算/161
Classified investment estimation and calculation第三節(jié)項目投入總資金與分期投資計劃/169
Total investment in projects and phased investment plan第四節(jié)土地國民經(jīng)濟費用的計算方法/170
Calculation methods of land national economic costs
173
第九章旅游項目管理
Chapter 9Tourism project management第一節(jié)旅游項目管理概述/174
Overview of tourism project management第二節(jié)旅游項目時間管理/179
Time management of tourism project第三節(jié)旅游項目成本管理/184
Cost management of tourism project第四節(jié)旅游項目質(zhì)量管理/188
Quality management of tourism project第五節(jié)旅游項目風險管理/194
Risk management of tourism project
實踐篇
Practice part205
第十章找差異，做特色：石柱縣全域旅游總體規(guī)劃
Chapter 10Finding differences and emphasizing features: overall tourism planning of
Shizhu county第一節(jié)策劃方案的編制體系/206
Formulation system of the plan第二節(jié)石柱全域旅游SWOT分析/207
SWOT analysis of Shizhu global tourism第三節(jié)全域旅游實施的“四個轉(zhuǎn)變”/209
“Four changes” in the implementation of global tourism第四節(jié)戰(zhàn)略定位與目標/210
Strategic positioning and objectives第五節(jié)全域旅游空間引導(dǎo)策劃/213
Space guidance planning of global tourism第六節(jié)重點項目策劃/214
Key project planning國際案例：成熟的全域旅游度假目的地——瑞士阿爾卑斯地區(qū)/219
International case：Mature global tourism resort :the Swiss Alps region
227
第十一章傳統(tǒng)文化類景區(qū)的創(chuàng)意與開發(fā)：洛陽上清宮老子道
源文化旅游區(qū)總體策劃
Chapter 11Creativity and development of traditional cultural scenic spots: the overall
planning of Luoyang Shangqing palace Laozi Daoyuan cultural tourism area第一節(jié)背景分析/228
Background analysis第二節(jié)市場分析/230
Market analysis第三節(jié)資源分析/235
Resource analysis第四節(jié)定位與策略/237
Positioning and strategy第五節(jié)總體布局及項目策劃/239
Overall layout and project planning第六節(jié)投資運營/243
Investment operation國際案例：煙花主題小鎮(zhèn)英國Pepperstock村的復(fù)興/245
International case：The resurgence of the fireworks-themed town of
Pepperstock, England
251
第十二章創(chuàng)新策劃，活化遺址：開封城摞城遺址文化旅游開發(fā)
總體策劃
Chapter 12Innovative planning, revitalization of the site: overall planning of Kaifeng
Chengluocheng site cultural tourism development第一節(jié)項目背景/252
Project background第二節(jié)外部條件分析/253
External condition analysis第三節(jié)內(nèi)部條件分析/258
Internal condition analysis第四節(jié)定位與策略/262
Positioning and strategy第五節(jié)總體布局與項目策劃/265
Overall layout and project planning第六節(jié)游客容量與游客規(guī)模測算/271
Measurement of tourist capacity and tourist scale第七節(jié)效益分析/273
Benefit analysis國際案例：日本登別伊達時代村的旅游開發(fā)策劃/275
International case: tourism development and planning for Japan's Dengbeiyida times village
287
第十三章小主題，大智慧：茅臺國壇酒莊旅游綜合體總體規(guī)
劃(策劃部分)
Chapter 13Small theme, great wisdom: general planning of tourism complex of
Maotai Guotan winery第一節(jié)規(guī)劃總則/288
General planning第二節(jié)旅游資源分析與評價/289
Analysis and evaluation of tourism resources第三節(jié)旅游發(fā)展戰(zhàn)略與目標/291
Tourism development strategies and objectives第四節(jié)空間布局與分區(qū)規(guī)劃/293
Spatial layout and district planning第五節(jié)分區(qū)規(guī)劃/296
District planning第六節(jié)旅游產(chǎn)品及線路規(guī)劃/305
Tourism products and route planning第七節(jié)市場營銷策劃/309
Marketing planning第八節(jié)投資估算/311
Investment estimation and calculation國際案例：以小產(chǎn)業(yè)做大文章——奧地利萊希鎮(zhèn)的旅游產(chǎn)業(yè)發(fā)展/315
International case: the development of tourism industry in lech, Austria
323
第十四章旅游導(dǎo)引下的城市新區(qū)蝶變：南岳衡山國家級旅
游度假區(qū)總體規(guī)劃
Chapter 14Changes of new city area under the guidance of tourism: overall planning
of Hengshan national tourism resort第一節(jié)規(guī)劃總則/324
General planning第二節(jié)環(huán)境條件分析/326
Environmental condition analysis第三節(jié)綜合現(xiàn)狀/328
Comprehensive status quo第四節(jié)戰(zhàn)略定位/329
Strategic positioning第五節(jié)空間結(jié)構(gòu)與功能分區(qū)/331
Spatial structure and function partitioning第六節(jié)重大項目及游線策劃/333
Planning of major projects and tourist routes國際案例：以旅游度假小鎮(zhèn)引領(lǐng)都市區(qū)轉(zhuǎn)型升級——美國奧蘭多/336
International case: As the resort town ，Orlando leads the transformation
and upgrading of the metro area
340
參考文獻
References
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