休闲度假旅游已成为一种时尚新颖的旅游方式，备受人喜爱与推崇。在我 国发展全域旅游，加快推动旅游业转型升级、提质增效，全面优化旅游发展环 境的新背景下，休闲度假旅游面临在全新的发展机遇。然而，当前我国旅游行 业依旧停留观光为主的低层次水平上，既没有形成较为完整的产业链条，也没 有充分发掘旅游资源的附加价值。中国人口日渐趋向老龄化且老龄化问题越来 越加剧。在党的十九大会议上，党和国家对发展养老服务业提出了重要论述， 明确指出，“积极应对人口老龄化，构建养老、孝老、敬老政策体系和社会环 境，推进医养结合，加快老龄事业和产业发展。”这为今后一段时期养老服务业 发展指明了方向,因此，论文的研究具有一定的政策与实践意义。 石门县是湖南省旅游资源较为丰富的一个旅游大县，隶属神秘的湘西之 域，横卧湖南湖北边界地区。得天独厚的地理位置以及深厚的人文底蕴成就了 石门县快速成为湖南一个旅游品牌。近几年来，石门县用了多种高效的融资方 式筹集资金。并把资金大部分用在了旅游项目的建设与发展上。本文研究选取 S公司的老年人休闲度假旅游产品开发作为研究样本，论文从立足于老年人消 费理论、市场营销相关理论、旅游可持续性发展的相关理论，对S公司的产品 开发和市场营销状况进行分析，通过对公司内部资源特色、外部环境和公司目 前产品开发现状进行分析，分析其产品定位，了解当前公司产品存在的定位不 准、结构不合理、服务质量不高和推广力度不足等问题，并从公司如何进行产 品定位、优化产品结构、提升服务质量、强化宣传效果四个方面提出对策建 议。本文的研究对同行业产品营销具有一定启示。 关键词：老年休闲度假；文化认同感；产品开发 II Abstract Leisuretravelhasbecomeafashionableandnovelwayoftravel,lovedand respectedbypeople.Underthenewbackgroundofdevelopingall-areatourism, acceleratingthetransformationandupgradingoftourism,improvingthequalityand efficiency,andcomprehensivelyoptimizingthetourismdevelopmentenvironment, leisuretourismisfacingnewdevelopmentopportunities.However,atpresent,China's tourismindustrystillstaysatalowlevelmainlybasedonsightseeing,whichhas neitherformedarelativelycompleteindustrialchainnorfullyexploredtheadded valueoftourismresources.China'spopulationisgettingolderandtheproblemis gettingworse.Atthe19thnationalcongressofthecommunistpartyofChina(CPC), thepartyandthestateputforwardanimportantdiscussiononthedevelopmentofthe old-ageserviceindustry,pointingoutthat"weshouldactivelyrespondtotheagingof thepopulation,establishapolicysystemandsocialenvironmentforprovidingforthe elderly,respectingtheelderlyandrespectingtheelderly,promotetheintegrationof medicalcare,andacceleratethedevelopmentofundertakingsandindustriesforthe elderly."Thispointsoutthedirectionforthedevelopmentofpensionserviceindustry inthefuture.Therefore,theresearchofthispaperhascertainpolicyandpractical significance. Shimencountyisatourismcountywithrichtourismresourcesinhunanprovince. Itbelongstothemysteriousregionofwesternhunanandliesontheborderofhunan andhubei.Theadvantagedgeographicallocationandprofoundculturalbackground havemadeshimencountyatourismbrandinhunan.Inrecentyears,shimencounty withavarietyofefficientfinancingmethodstoraisefunds.Andspentmostofthe fundsontheconstructionanddevelopmentoftourismprojects.Inthispaper,we studytheselectionofScompany'selderlyleisuretourismproductdevelopmentasthe researchsample,paperbasedontheoldconsumptiontheory,marketingrelatedtheory, thetheoryoftourismsustainabledevelopment,thecompanySproductdevelopment andmarketingsituationisanalyzed,basedonthecompanyinternalresources, externalenvironmentandthecurrentproductdevelopmentpresentsituationanalysis, analysisoftheproductpositioning,understandthecurrentexistinginaccurate positioning,thecompanyproductstructureisunreasonable,servicequalityisnothigh, andlackofpromotionAndfromthecompanyhowtoproductpositioning,optimize theproductstructure,improvethequalityofservice,strengthenthepublicityeffectof fouraspectsofcountermeasuresandSuggestions.Theresearchofthisarticlehas III certainenlightenmenttothesameindustryproductmarketing. Keyword：ElderlyleisurevacationCulturalidentityProductdevelopment IV 目录 摘要................................................................................................................................I Abstract........................................................................................................................II 第1章绪论...................................................................................................................1 1.1选题背景与意义...............................................................................................1 1.2国内外研究现状...............................................................................................2 1.2.1休闲度假旅游发展历程研究.................................................................2 1.2.2对旅游产品概念的研究.........................................................................4 1.2.3对休闲度假旅游产品开发的研究动态.................................................5 1.2.4养老旅游研究动态.................................................................................6 1.3本文的研究方法...............................................................................................6 1.4研究技术路线图...............................................................................................7 1.5本文的创新点...................................................................................................7 第2章相关理论基础...................................................................................................8 2.1相关概念界定...................................................................................................8 2.1.1民俗文化.................................................................................................8 2.1.2休闲旅游产品.........................................................................................8 2.2理论基础.........................................................................................................10 2.2.1市场细分...............................................................................................10 2.2.2市场营销相关理论...............................................................................11 2.2.3老年人消费心理...................................................................................12 第3章S公司产品开发环境与资源分析..................................................................14 3.1S公司简介......................................................................................................14 3.2S公司旅游资源的现状..................................................................................14 3.2.1独特的森林康养旅游资源...................................................................14 3.2.2S公司旅游资源特色............................................................................15 3.3外部环境概况.................................................................................................18 3.3.1地处中国中部的地缘位置...................................................................18 3.3.2适宜休闲度假的气候条件...................................................................18 3.3.3优良的老年人旅游投资环境...............................................................18 3.3.4独特的民俗文化环境...........................................................................19 3.4S公司产品开发现状......................................................................................21 3.4.1老年森林康养品牌产品.......................................................................21 V 3.4.2基础产品类型.......................................................................................22 3.4.3组合产品案例——弥陀村文化养老社区...........................................23 3.4.4产品业务构成分析...............................................................................25 第4章S公司产品开发市场分析..............................................................................27 4.1游客的民族文化认同感分析.........................................................................27 4.2市场定位分析.................................................................................................28 4.2.1区域定位...................