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
参考文献
References
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