Research On The Theme Summarizing Methods In Tourism Planning

Theme is the core and soul of tourism planning project. Theme Positioning and Summarizing of Theme is a critical and principal procedure in tourism planning, which decides the success or failure of tourism activities and products. In the current tourism planning projects, tourism themes are not quite satisfactory for the inaccurate positioning, or the ambiguous expression, or lacking of cultural connotation or creativeness, or the repeated similarity. In this thesis, the author intends to implement a systematic research on the tourism theme summarizing, which aims to provide some practical instructions and theoretical reference for the tourism planning practice.The thesis followed the regular trait of thought. Firstly, the author thought over the problems existing in the current tourism theme summarizing practice and raised the targeted topic which was to be studied in this paper. Then, the author analyzed the main factors that should be taken into account in tourism theme summarizing, and their functionary mechanism, which laid good foundation for the sequential research on the basic flowchart of tourism theme summarizing. Finally, four kinds of principal strategies for tourism theme summarizing were raised, together with detailed demonstration and argumentation of project cases.Excluding the Induction and Conclusion, there are four chapters in this thesis.Chapter 1 is about the basic definitions and relevant theories. The author defined three couples of terms, including Tourism Planning V.S. Tourism Spots Planning; Theme V.S. Tourism Theme; Theme Positioning V.S. Theme Summarizing. Moreover, the author also demonstrated the relevant theories in details, such as RMP Analyzing Theory, RMTP Theory, Theory of Comparative Advantage, Unique Selling Proposition and Originality-oriented Theory, etc.Chapter 2 is about the introspection over the current practice of tourism theme summarizing, which mainly referred to its ambiguous image, lacking of cultural connotation and repeated similarities, etc. Moreover, the author also analyzed the main reasons for such results:no enough recognition; inaccurate positioning; blind copy and not creatively enough.Chapter 3 is about the main factors and their functionary mechanism which greatly influences theme summarizing. The author argued that four main factors should be taking into account:the main tourism resources; the representative regional culture; the cultural demands; the theme of the competitors. Tourism resources in spatial dimension are the basis of tourism theme summarizing. Regional culture in time dimension provides clues for the theme summarizing. The coupling analysis between tourism resources and regional culture is the key to summarize tourism theme. Analyzing the competition and cooperation in tourism market based on the tourists’demands is an important step to check the tourism theme. On the basis, the author also established the basic mode of tourism theme summarizing. Moreover, there is another important conclusion in this chapter. Classified by the coupling relationship between tourism resources and regional culture, a matrix can easily show the four categories of tourism areas:advantageous tourism area with both good resources and rich culture; resources-based tourism areas with high-quality tourism resources but poor cultural deposits; culture-based tourism areas with rich culture but poor tourism resources; disadvantageous tourism area with both poor resources endowment and cultural deposits. This conclusion lays a solid foundation for the research on the specific strategies for theme summarizing.Chapter 4 is about the strategy selection and application in tourism theme summarizing. For the reason that the focal points of cultural advantages in different kinds of tourist spots vary from each other, the entry points of tourism themes and specific summarizing strategies are also different. Take the advantageous tourism spots as example, the key is to search for the cultural connotation in common between tourism resources and culture deposits and Culture Integration Strategy is recommended. As to resource-based tourism spots, the main task should focus on digging into cultural connotation of tourism resources and implement Culture Packaging Strategy. For those culture-based tourism spots, Culture Upgrading Strategy should be followed to promote and refine the regional culture. When it comes down to those disadvantageous tourism spots, Culture Transplanting Strategy is most advisable way to make up for the missing culture. In addition, the author also checks and validates the theory by case-study with specific tourism planning projects.As to highlights of the paper, the author tried to make some innovation and progress in the following aspects:①The author analyzed the main factors involved in tourism theme summarizing, including resources, culture and market, etc, and probed into their functionary mechanism on the basis of their strong or weak influence on the theme.②Based on the analysis of the coupling relationship between tourism resources and regional culture, a matrix was developed which classified tourism spots into four categories and made the sequential demonstration and argumentation more convenient and convincing.③The author put forward four kinds of basic strategies for tourism theme summarizing in accordance with different types of tourism spots.