| This article bases on the sustainable development of tourism, takes the peony in Heze as an example, gives a deep research on exploitation of peony tour. First, the author carries on a review on home and abroad peony tour's birth and development process and the history of peony planting,exploitation and development. Simply puts forward the problems of peony tourism development in Heze. At the same time, raises this research's target and direction.In the second part of the article, the author gives an analysis about the position in the local peony tourism development and the position in exploitation about Heze peony tourism in the future, which is based on the nature, society, humanities and the present condition of Heze city; Comparing with exploitation of peony tourism in other places such as Luoyang, gives an analysis and evaluate about peony tourism resources in Heze, Points the advantages and disadvantages of the tourism development in Heze. As core region of peony cultivation and appreciation—Heze city, Its peony planting scale can be counted not only in our country, but also in the world. At present, the biggest peony garden in our country is Caozhou peony garden, whose area,planting scale and the number of variety are all NO.1. The main advantages of peony tourism development in Heze are as follow: The advantage of peony resources, the advantage of national flower position, the advantage of transportation, the advantage of channels, and the advantage of the destination of new type of tour. While, the main disadvantages are: lack of monopoly resources , weakness of district economy foundation , competition in the same kind of tourism products, increasing cost of tour exploitation, poverty of tourism brain and so on.In the third part, the article mainly raises the strategic speculation of peony tourism in Heze. The depth development of tourism in the places which produce flowers, should combine sightseeing ,dinning, recreation, spending holiday and popular science etc. Putting China peony culture,field peony,famous people peony and community peony as the four topics of tourism exploitation, create the first band of Chinese national flower, construct Shandong province special features ecosystem tourism products and tourism base in Heze city, which gathers peony appreciation,peony cultural taste,peony community experience,peony cultivation culture and special peony shopping to an integral whole. On the other hand , increase depth and content of peony tourism products and improve the comprehensive strength and economy returns and social effect. Development mode should orientate the variety of customer market, strengthen utility of flower resources, adopt three layers structure development mode of tourism products, it is to say that tourism product development layers are divided into the foundation layer,the extensive and active layer, and the comprehensive and expandable layer .The development direction and thinking , should advance the tour period to whole year from only the peony flower period. The space layout, should create peony community, use various activities to activate tour area in all-directions, make tour to peony tour from that of the peony flower. The management should break isolated development situation, carry on integral operation.According to the target of peony tourism development in Heze and combining function position, Heze peony tourism exploitation makes sure that its space layout structure and from is as follow: with constructing the brand image of Peony city in China for aim; with comparative concentration method to decorate every tour function area; introducing all the related villages and fields (ig.Zhaolou); introducing all producing life of gardener, People's customs and affairs and religion and faith; introducing all road system and water system; Forming one street(peony street), four parks(China peony park, Caozhou peony park, all times park, all flowers park ),one village (Zhao Lou village), and one field (Zhao Lou field peony ). As to set up a grand peony tour area which covering a peony park,field and community, forming a total space structure mode -"taking street as a gallery, conjoining the four parks, radiation flower village ". Every item view and facility which relies on the four parks takes cluster decoration; to form the special space layout mode—organic fusion with city view and ecosystem environment, abundant but again unify image of whole space, strong identify feeling of space, leading clear and visiting line is simple.Market development strategies of peony tourism product, which base on modern tour needing and development theory, should assure the 8 kinds of products which are strenuously developed in programming districts and named: the national flower peony appreciation tour, the peony culture learning tour, the peony community depth tour, the national flower art creation tour, the peony country recreation tour, the peony park tracing tour, the festival and custom activities tour, and the peony farming experience tour. The total tour image is Peony city in China, the assistant image is Peony cottage. The main marketing slogan is: Peony city in China; Peony cultural grand view garden; Peony in Caozhou NO. 1 in the world, Peonies in the world come from Heze; Field peony-the world of flowers, the ocean of flowers; Coming to Heze : Appreciate a peony flower, drink peony tea,enjoy peony feast,bath peony bath,sleep a peony bed,enjoy peony enjoyment; flower city,flower sea and flower world. As tourism market promoting sales regarding, being comparative backward tourism in Shandong—Heze tourism district, should give full value in the market marketing, make new, surprising and colorful at the marketing principles, strategies and tactics, use methods like network marketing and the mass media etc.to mainly exploit district periphery markets such as Heze,Jining,Jinan,Liaocheng,Zaozhuang,Shangqiu,Puyang,Kaifeng and Xuzhou etc., As to attract visitors ' attention and occupy a certain of quota in market competition which has been increasing fierce.In the forth part, the text raises support and guarantee system construction and measures of peony tour development in Heze. These mainly include two aspects: first, tour service facilities and protection of peony and related resources such as accommodation, dining, shopping, tour amusement, and information service etc.; second, measures about organization, technique and investment etc. which base on the need of tourism development construction. At last, aiming at the development of peony tourism in Heze and the scope of this research, the author advises some questions which need further step research. |
PDF Full Text Request