上海商学院

学

题 目二级学院专 业班 级学 号学生姓名指导教师

年 论 文

蜜月旅游市场目的地的开发研究—以

上海为例 旅游与食品学院 旅游管理 旅游管理111 114510401

蜜月旅游市场开发旅游目的地的研究—以上海为例

目 录

摘 要································································································································································· II 一、引言 ····························································································································································· 3 二、蜜月旅游概述 ············································································································································· 3 三、上海市开发蜜月旅游市场的有利条件 ··································································································· 4 （一）环境优越 ······································································································································ 4 （二）交通发达 ······································································································································ 4 （三）旅游资源丰富 ······························································································································ 5 （四）旅游接待设施齐全 ······················································································································ 5 （五）政府政策支持 ······························································································································ 6 四、上海市开发蜜月旅游市场的限制因素 ··································································································· 6 （一）对蜜月旅游市场重视不够 ·········································································································· 6 （二）缺乏专门的蜜月旅游产品 ·········································································································· 7 （三）缺少蜜月旅游专业人才 ·············································································································· 7 五、上海市蜜月旅游市场的开发对策 ··········································································································· 7 （一）相关企业联手打造蜜月旅游产业链 ·························································································· 7 （二）开发适销对路的蜜月旅游产品 ·································································································· 8 （三）加强对蜜月旅游专业人才的开发 ······························································································ 8 （四）旅行社要打破旧的思维框架锐意创新 ······················································································ 9 （五）加大宣传促销力度 ······················································································································ 9 参考文献 ··························································································································································· 10

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蜜月旅游市场目的地的开发研究—以上海为例

摘 要

蜜月旅游是现代城市旅游的重要组成部分和新兴旅游方式。与一般产品相比，蜜月旅游在旅游目的上突出强调“度蜜月”这个特殊的旅游主题。在新兴消费方式的引导下， 婚庆蜜月旅游市场开始凸显在旅游经营者眼前。婚庆蜜月旅游是一新旅游专项产品， 具有客源市场广阔、 消费水平高、 重游率高等特点。 随着人们生活水平的提高以及消费观念的变化， 婚庆旅游将具有广阔的市场前景。本文在对上海开发蜜月旅游市场的有利条件和制约因素进行分析的基础上,提出了蜜月旅游市场开发对策。 关键词： 上海；蜜月旅游；开发

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蜜月旅游市场目的地的开发研究—以上海为例

一、引言

随着人们生活水平的提高和婚庆消费观念的转变，越来越多 的人开始选择旅游这种方式来庆祝和纪念结婚这一人生大事。蜜月旅游市场正在 成为可与工业旅游、乡村旅游、生态旅游等特色旅游相媲美的极具诱惑力的一块大蛋糕。目前，蜜月旅游庞大的市场需求已经引起了国内旅游经营者的关注，各地旅行社纷纷推出蜜月旅游线路，成为时下旅游市场的一大亮点。 有关蜜月旅游，目前学术界还没有一个权威的定义。本文比较认同孙凌燕在美国旅行产业协会对蜜月旅游的定义的基础上所做的进一步的概念界定，即：蜜月旅游是不带孩子的夫妻两人或者其他恋人以加强或庆祝双方的恋爱关系为核心动机而进行的一次旅游[1]。相比一般观光休闲旅游市场而言，蜜月旅游市场有着自身特点：消费能力较强、停留的时间更长、季节性明显

[2]

。上海观光游览型旅游产品占很大一部分,而此

类旅游产品在国际、国内市场上的多替代性,使得上海的观光旅游不具备明显的优势，因此应大力发展特色旅游来进一步吸引客源。而蜜月旅游属于特色旅游范畴。面对如此火爆的蜜月旅游市场，上海应抓住机遇，积极迎合市场需求，充分发挥自身优势，加强蜜月旅游市场的开发。

二、蜜月旅游概述

蜜月旅游起源于上世纪80年代初, 受西方蜜月旅游潮流的影响, 加上当时时代闭塞的消费心态和经济实力的不足, 不少年轻人都渴望抓住一生一次的结婚良机出门远游,于是在我国内地刮起了一阵蜜月旅游的热风。

有关婚庆蜜月旅游产品目前学界还没有一个非常权威的定义和解释。一些研究者认为, 婚庆蜜月旅游是以新婚夫妇为主要对象的旅游细分市场, 它是婚庆活动与旅行、游览结合起来的一种旅游形式。《旅游产品设计与操作手册》一书中认为婚庆蜜月旅游, 是指以婚庆为目的, 将婚庆活动与旅行游览相结合的一种复合型的旅游活动。总体来看婚庆蜜月旅游产品是一种将婚庆活动与旅游活动有机结合的复合型旅游专项产品。

蜜月旅游市场即使在经济衰退的时候也能够保持强劲的增长。相比一般观光休闲旅游产品而言, 婚庆蜜月旅游产品是一种新型的旅游专项产品, 具有客源市场年轻化；旅游形式以散客为主；在目的地停留时间较长；消费水平以中高档

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