I
Research On Countermeasures Of Tourism
Product Development In Kaifeng City
A Dissertation Submitted to
the Graduate School of Henan University
in Partial Fulfillment of the Requirements
for the Degree of
Master of Business Administration
By
Tong Huo
Supervisor:Prof. Xingyu Wang
June,2018
I
摘 要
旅游产品是保障旅游业发展的重要指标，旅游产品的更新换代和创新升级对于旅游
业健康可持续发展有着至关重要的作用。开封是我国首批历史文化名城，七朝古都，历
史源远流长，文化旅游资源十分丰富，并且率先在全国倡导“文化+”理念，起到了文
化产业发展理念创新模范带头作用，通过紧抓文化项目建设，探索建立文商旅产业融合
发展新模式，力争把开封市建设成为国际化的文化旅游名城和推动中华文化“走出去”
的重要基地。2017年开封全市累计旅游接待总量5862.6万人次，同比增长15.4%，旅
游综合收入累计483.2亿元，同比增长21.2%，指标再创新高，超额完成年度目标任务
但伴随着旅游经济的快速发展，旅游产品的开发却呈现出单一化、同质化、规模小和文
化内涵不足等问题。随着郑汴一体化深入实施和中原经济区战略上升为国家战略，尤其
是河南省自由贸易试验区开封片区的建设，开封旅游业走到了新的历史转折点，旅游产
品也既面临发展的叠加政策机遇，又面临对外开放、区域文化旅游发展的挑战
本文通过文献调查和市场调查的方法。首先进行开封市旅游产品开发条件分析，随
后通过市场调研和问卷分析，把搜集来的数据进行人口学特征、旅游行为特征以及旅游
产品满意度分析，得出市场分析结论，然后结合市场分析结论从政府和旅游企业的角度
提出开封市旅游产品开发现阶段存在的问题，最后根据存在的问题找到开封市旅游产品
开发的对策，提出加大人才培养力度、重视旅游产品开发、创新升级旅游产品、打造旅
游产品新元素、和开拓旅游产品国际市场五大对策
关键词：开封，旅游产品，市场分析，对策
III
ABSTRACT
Tourism product is an important index to guarantee the development of tourism. The upgrading and
upgrading of tourism products are of vital importance to the healthy and sustainable development of
tourism. Kaifeng is China's first batch of historical and cultural city, seven dynasties, has a long history and
culture is very rich in tourism resources, and take the lead in the country to advocate the concept of culture
+, the concept of cultural industry development innovation model leading role, through the involved in the
construction of cultural projects, establish business new development model of industrial convergence,
strive for the construction of kaifeng, international cultural tourism name and promote the important base
of going out of Chinese culture. In 2017 in kaifeng city accumulative total tourism 58.626 million, up
15.4% from a year earlier, tourism comprehensive income totaled 48.32 billion yuan, up 21.2% from a year
earlier, the index hit a record high, overfulfilled annual target tasks. However, with the rapid development
of tourism economy, the development of tourism products presents problems such as simplification,
homogeneity, small scale and insufficient cultural connotation. With the implementation of
zhengzhou-kaifeng integration and strategy of the central plains economic zone to a national strategy,
especially for the construction of the free trade area in henan kaifeng area, kaifeng tourism came to a new
historical turning point, tourism products also faces both development opportunities of superposition policy
and opening to the outside world, the regional cultural tourism development challenges.
This article through literature inquiry and market analysis method. First analyzing kaifeng tourism
product development present situation, then through the market survey and questionnaire analysis, the
collected data on demographic characteristics and travel behavior characteristics and tourism product
satisfaction analysis, market analysis conclusion, again at market analysis combined with the perspective of
the government and tourism enterprises put forward the problems of kaifeng tourism product development
at this stage, according to the problems existing in the find countermeasures of kaifeng tourism product
development, put forward strengthening personnel training, attaches great importance to the tourism
product development, innovation, upgrade, new elements to build tourism products, tourism products and
develop tourism products international market five countermeasures.。