我國城市歷史街區(qū)的旅游體驗價值適度開發(fā)研究

定　價：￥86.00

作　者：	鄭銳洪著
出版社：	南開大學出版社
叢編項：
標　簽：	暫缺

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ISBN：	9787310062065	出版時間：	2022-04-01	包裝：	平裝
開本：	其他	頁數(shù)：	256	字數(shù)：

內容簡介

　　本著作系國家社科基金后期資助項目（19FGLB018）的重要研究成果，全書分13章設計和呈現(xiàn)。-4章為立論基礎研究。首先闡釋“文旅融合”的產(chǎn)業(yè)背景與“生態(tài)文明”的國家戰(zhàn)略，梳理國內外研究進展并界定核心概念，接著探究基于復雜顧客體驗的歷史街區(qū)價值認知與測度問題，以確立歷史街區(qū)復雜顧客體驗價值分析框架。第5-8章主要探索歷史街區(qū)的旅游開發(fā)模式選擇問題。首先探究顧客體驗價值形成與實現(xiàn)的二維路徑以及免費體驗模式的營銷機理，構建地區(qū)整合體驗品牌化戰(zhàn)略框架，然后通過單案例、雙案例研究歸納我國城市歷史街區(qū)旅游價值開發(fā)的典型模式。第9-12章重點進行城市歷史街區(qū)的旅游價值“適度開發(fā)”評價。首先通過質性研究探討我國城市歷史街區(qū)的旅游價值“適度開發(fā)”及其評價問題，構建模型，然后運用重要性分析（IPA）、層次分析法（AHP）以及模糊綜合評價法進行多案例研究與驗證。第13章主要探討我國城市歷史街區(qū)的旅游可持續(xù)發(fā)展對策。首先通過質性研究分析遺產(chǎn)旅游資源的特點，提煉遺產(chǎn)旅游可持續(xù)發(fā)展的關鍵要素，然后依據(jù)問題導向討論并構建我國城市歷史街區(qū)旅游可持續(xù)發(fā)展的戰(zhàn)略規(guī)劃及策略體系。

作者簡介

　　鄭銳洪，男，1966年2月出生，貴州遵義人，中山大學哲學學士、馬克思主義哲學碩士，中國人民大學商學院營銷管理博士?，F(xiàn)天津工業(yè)大學經(jīng)濟與管理學院教授、碩士生導師，曾任天津工業(yè)大學管理學院企業(yè)管理系主任。主講本科《渠道管理》、《品牌管理》、《服務營銷》以及MBA《營銷管理》等課程，研究服務營銷、體驗營銷與歷史文化街區(qū)旅游開發(fā)等主題。主持國家社科基金項目1項：我國城市歷史街區(qū)的旅游體驗價值適度開發(fā)研究（19FGLB018），主持省部級項目5項，發(fā)表學術論文50余篇，出版專著1部（鄭銳洪著.中國營銷理論與學派.首都經(jīng)貿大學出版社，2010年），出版教材4部（其中1部為“十二五”重量規(guī)劃教材）。

圖書目錄

第1章導論···········································································11．1問題的提出···································································11．2內容與方法框架·····························································7第2章理論綜述····································································132．1歷史街區(qū)的概念演進······················································132．2歷史街區(qū)保護與旅游開發(fā)研究··········································152．3歷史街區(qū)的價值與旅游體驗價值·······································
172．4歷史街區(qū)開發(fā)適宜性與適度性研究····································202．5“生態(tài)文明”與“旅游可持續(xù)發(fā)展”研究·····························24第3章地區(qū)復雜體驗價值認知··················································383．1體驗價值概念·······························································383．2地區(qū)體驗價值的復雜性···················································403．3地區(qū)體驗價值結構維度及其指標體系·································433．4結論與展望··································································47第4章城市歷史街區(qū)復雜顧客體驗價值測度································
494．1文獻回顧與分析框架······················································504．2數(shù)據(jù)采集·····································································524．3基于復雜顧客的實證分析················································544．4結論與討論··································································
62第5章城市歷史街區(qū)旅游體驗價值整合開發(fā)單案例研究·················655．1文獻回顧與分析框架······················································665．2研究方法與數(shù)據(jù)采集······················································675．3案例分析·····································································
695．4結論及其整合營銷對策討論·············································76第6章城市歷史街區(qū)旅游體驗價值開發(fā)模式雙案例研究·················826．1文獻回顧·····································································836．2理論模型與研究方法······················································856．3案例分析······································································896．4跨案例分析··································································946．5研究結論與管理啟示······················································99第7章城市歷史街區(qū)旅游體驗價值適度開發(fā)質性研究
··················1027．1我國城市歷史街區(qū)的“過度開發(fā)”問題····························1037．2城市歷史街區(qū)“文旅融合”開發(fā)模式探討·························1057．3城市歷史街區(qū)旅游體驗價值適度開發(fā)評價·························1097．4結論與啟示································································114第8章國內歷史街區(qū)旅游體驗價值適度開發(fā)多案例研究···············1178．1文獻回顧···································································1188．2理論框架···································································1208．3研究方法···································································
1228．4案例分析與討論··························································1268．5研究結論與展望··························································137第9章城市歷史街區(qū)的旅游體驗價值開發(fā)適宜性評價··················1409．1文獻回顧與理論分析框架··············································1419．2研究方法與數(shù)據(jù)采集····················································1439．3信度、效度檢驗··························································1459．4歷史街區(qū)的旅游價值開發(fā)適宜性IPA分析·························1479．5結論與討論································································
153第10章城市歷史街區(qū)的旅游體驗價值開發(fā)適度性評價················15510．1相關研究進展····························································15610．2理論分析框架····························································16010．3研究方法設計····························································
16110．4實證分析··································································16610．5研究結論與討論·························································172第11章我國城市歷史街區(qū)旅游可持續(xù)發(fā)展對策探討···················17411．1城市歷史街區(qū)旅游可持續(xù)發(fā)展的理論問題························17511．2其他國家和地區(qū)歷史街區(qū)文旅開發(fā)的成功實踐··················18411．3我國城市歷史街區(qū)旅游可持續(xù)發(fā)展戰(zhàn)略規(guī)劃·····················19511．4我國城市歷史街區(qū)適度旅游開發(fā)策略體系構建··················20411．5結論與展望·······························································217附錄··················································································
220附件1：城市歷史街區(qū)復雜顧客體驗價值認知調查問卷·············220附件2：城市歷史街區(qū)旅游體驗價值開發(fā)適宜性調研問卷··········222附件3：城市歷史街區(qū)旅游體驗價值開發(fā)適度性調研問卷··········225附件4：全國50條“歷史文化名街”名錄······························227參考文獻···············································································229后記··················································································