I 摘要 随着中国社会经济的发展，旅游已经成为人们生活中必备的产品，旅游业的 发展也日新月异，生态旅游产业、体验式旅游产业成为人们追求的重要产品，与 此同时，文化旅游也日益兴起，成为消费者不断追求和旅游企业尝试发展的关键 产业，特别是近年来提出来的全域旅游发展概念，进一步要求旅游企业在有效可 持续开发自然资源的同时，更注重人的因素和文化的因素，因此，在全域旅游视 角下，如何实现传统文化与现代性的更好结合，在实现传承的同时达到旅游者的 现实的需求成为旅游企业面临的重要问题。 本研究选取曲阜市三孔文化旅游集团作为研究对象，在总结国内外对文化旅 游和全域旅游发展战略的研究进展的基础上，结合相关的旅游概念和相关理论基 础，围绕旅游产业的核心价值，分析了当前三孔文化旅游集团的宏观环境、资源 环境、市场环境和企业内部环境四个方面。然后通过对三孔文化旅游集团旅游发 展战略的SWOT分析了其在文化旅游发展方面面临的优势、劣势、机遇和挑战， 发现三孔文化旅游集团本身有着得天独厚的旅游资源、交通优势和人文优势以及 一定的市场知名度，在对三孔文化旅游集团进行SWOT分析的基础上，确定三 孔文化旅游集团在全域旅游背景下的发展战略，最后从管理体制创新、基础设施 建设、品牌打造与推广、开发多样化旅游产品、完善企业管理制度、合理开发资 源六个方面提出了确保其发展战略顺利实施的保障措施，为相关旅游企业的发展 战略提供借鉴和参考。 关键词：文化旅游；三孔；发展战略 Abstract II Abstract With the development of China's social economy, tourism has become a necessary product in people's life, and the development of tourism is also changing with each passing day. Eco-tourism industry and experiential tourism industry have become important products that people pursue. At the same time, cultural tourism is also rising day by day, which has become the constant pursuit of consumers and the attempt of tourism enterprises. The key industries of the exhibition, especially the concept of integrated tourism development put forward in recent years, further require tourism enterprises to pay more attention to human factors and cultural factors while exploiting natural resources effectively and sustainably. Therefore, from the perspective of integrated tourism, how to achieve a better combination of traditional culture and modernity and realize transmission It has become an important issue for tourism enterprises to meet the realistic needs of tourists at the same time. This paper chose Sankong Cultural Tourism Group of Qufu City as the research object. On the basis of summarizing the research progress on cultural tourism and global tourism development strategies at home and abroad, combined with related tourism concepts and related theoretical foundations, the core value of the tourism industry was focused on. This paper analyzes the macro environment, resource environment, market environment and internal environment of the current three-hole cultural tourism group. Then it analyzes the advantages, disadvantages, opportunities and challenges in the development of cultural tourism through SWOT of the tourism development strategy of Sankong Culture and Tourism Group. It is found that Sankong Cultural Tourism Group has unique tourism resources, transportation advantages, humanities advantages and certain market reputation. Based on the SWOT analysis of Sankong Cultural Tourism Group, it determines the development strategy of Sankong Cultural Tourism Group in the context of global tourism. Finally, it puts forward safeguards to ensure the smooth implementation of its development strategy from six aspects: innovation in management systems, infrastructure development, brand building and promotion, development of diversified tourism products, improvement of enterprise management systems, and rational development of resources. It provides Abstract III reference for the development strategy of related tourism enterprises. Key words: cultural tourism; san kong; development strategy; tourism 目录 IV 目录 摘要 ...................................................................................................................... I Abstract ................................................................................................................ II 目录...................................................................................................................... IV 第一章 绪论.................................................................................................... 1 第一节 选题背景与研究意义 ............................................................. 1 一、 选题背景 ...................................................................................... 1 一、 研究意义 ...................................................................................... 4 第二节 研究方法与内容........................................................................ 4 一、研究方法........................................................................................ 4 二、研究内容........................................................................................ 5 第三节 国内外研究现状........................................................................ 6 一、 国外研究现状 .............................................................................. 6 二、国内研究现状................................................................................ 8 第二章 相关概念与理论基础...................................................................... 11 第一节 相关概念界定.......................................................................... 11 一、 文化与旅游 ................................................................................ 11 二、 文化旅游与文化旅游资源 ........................................................ 12 三、 全域旅游 .................................................................................... 14 第二节 相关理论基础.......................................................................... 14 一、 资源依赖理论 ............................................................................ 14 二、 旅游区位理论 ............................................................................ 15 三、 文化旅游可持续发展理论 ........................................................ 16 四、 企业战略管理理论 .................................................................... 16 第三章 三孔文化旅游集团环境分析.......................................................... 18 第一节 企业内部环境.......................................................................... 18 一、公司概况...................................................................................... 18 二、经营业务...................................................................................... 19 三、人力资源情况.............................................................................. 26 第二节 宏观环境.................................................................................. 26 一、政治环境...................................................................................... 27 目录 V 二、经济环境...................................................................................... 28 三、社会环境...................................................................................... 30 四、技术环境...................................................................................... 31 第三节 资源环境.................................................................................. 31 一、 历史文化背景 ............................................................................ 32 二、 景区景点概况 ............................................................................ 33 三、景区承载情况.............................................................................. 35 第四节 市场环境.................................................................................. 37 一、曲阜市旅游市场发展情况.......................................................... 37 二、“三孔”旅游景区市场运营情况 .................................................. 42 三、曲阜全域旅游发展问题分析...................................................... 46 第四章 三孔文化旅游集团发展战略分析.................................................. 54 第一节