浅析三亚蜜月婚庆旅游市场与发展
Research on the Honeymoon Tour Market and Development in Sanya

摘要：三亚地处海南省的最南端，是我国唯一的热带滨海旅游城市，境内汇集了阳光、海水、沙滩、气候、森林、动物、温泉、岩洞、田园、风情等十大风景资源。在中国加入WTO的背景下，海南正向着国际旅游岛快速的发展，三亚市被列入建设区域型国际旅游名城。中国正进入新的婚育高峰期，蜜月婚庆旅游发展潜力巨大。面对如此机遇，作为中国十大蜜月旅游胜地之一的三亚，具备怎样得天独厚的先天优势以及不利条件，应该如何扬长避短，针对自身特点制定规划，开发设计出具有竞争力的婚庆蜜月旅游产品，本文对此问题提出几点拙见。

关键词：三亚，旅游，蜜月婚庆旅游

ABSTRACT: Sanya is the only tropic and coastal tour city with the brightness, seawater, sandy beach, climate, forest, animal, spa, cave, countryside and style in the south of Hainan province. Based on the WTO background, Hainan develops rapidly to the international tour island and Sanya is included as regional-based international tour city. According the data from the Ministry of Civil Affairs, China is entering into the new marriage and child rearing peak period. In China, there are about 18 to 20 millions newly-married couples and about 250 billion Yuan spending related to married consumption. The new marriage couples wish to spend the 31% of their savings for married consumption. As the one of the ten honeymoon destinations, Sanya have some advantage and disadvantage. Paper analyzes the development program and discusses the suggestions to advance the Sanya’ competition.
KEYWORDS: Sanya , tour , Honeymoon tour

目 录
1.绪论 - 0 -
1.1选题背景 - 0 -
1.2研究意义 - 1 -
1.3研究现状 - 1 -
1.4研究内容 - 2 -
1.5研究方法 - 2 -
2.蜜月婚庆旅游市场的特点分析 - 3 -
2.1客源市场广阔 - 3 -
2.2消费者年轻化 - 3 -
2.3旅游形式自由 - 4 -
2.4出游时间长 - 4 -
2.5消费能力强 - 4 -
2.6个性化需求浓 - 4 -
2.7重复购买率高 - 5 -
2.8信息来源集中 - 5 -
3.蜜月婚庆旅游开发给三亚带来的影响 - 5 -
3.1产业辐射与带动 - 5 -
3.2增加居民收入 - 6 -
3.3拓展就业渠道 - 6 -
4.三亚开发蜜月婚庆旅游的优劣势评价 - 7 -
4.1优势评价 - 7 -
4.1.1自然条件优越 - 7 -
4.1.2旅游资源丰富 - 7 -
4.1.3旅游设施齐全 - 8 -
4.1.4交通条件便利 - 8 -
4.2劣势评价 - 8 -
4.2.1同国际同类滨海旅游城市比较 - 8 -
4.2.2同国内同类滨海旅游城市比较 - 9 -
5.三亚蜜月婚庆旅游开发的对策研究 - 9 -
5.1树立良好形象 - 9 -
5.2加强营销活动 - 10 -
5.3打造特色项目 - 10 -
5.4培育和引进专业人才 - 10 -
5.5发挥政府主导作用 - 11 -
结论 - 11 -
致谢 - 12 -
参考文献 - 13 -