研究生签名： 时间： 年 月 日
导师签名： 时间： 年 月 日I
摘要
改革开放以来，随着人民生活水平的提高以及社会经济的发展，旅游度假成为普通老百姓的日
常生活方式，越来越普及了。休闲、旅游、消费三位一体的旅游经济产业正在蓬勃兴起。旅游产业
早已突破了传统的名山大川和历史名胜的限制，向纵深方向发展，它不断与其他产业融合互通，形
成新的旅游热点，不但使旅游产业本身焕发出生机，也带动了其他相关产业的协同发展。其中，酒
庄旅游就是一种新兴的旅游开发形式。所谓酒庄旅游，就是以酒庄的葡萄酒生产为中心旅游对象的
一种旅游行为，它是众多新兴的旅游类型之一。酒庄旅游的主体是围绕葡萄酒展开的，包括葡萄酒
产地的游览，葡萄酒的鉴赏、介绍、教学、DIY 体验。酒庄的旅游开发就是对酒庄的旅游资源进行
挖掘和开发，同时通过对既有资源的有机组织和优化布局，使得酒庄成为一种旅游资源，成为一种
旅游产品，可以为广大观光体验游客提供旅游服务

本文研究的是“新疆张裕巴保男爵酒庄”的旅游开发，并希望从这个具体的案例中，总结出葡
萄酒庄园旅游的一般模式和经验借鉴。本文首先介绍目前葡萄酒文化在我国历史和当今的普及情况，
以及进行葡萄酒庄园旅游研究的价值与意义。同时回顾国内外学者对这一领域相关问题的研究情况，
总结这些研究的优缺点。然后，本文将进行酒庄旅游的概念界定，并列举酒庄旅游开发的理论基础，
对几个关键概念做出界定和厘清，目的是清除误会，为下一步研究做理论上的准备。这几个关键概
念是：酒庄、酒庄旅游、酒庄的旅游开发。之后，本文将对主要案例——新疆张裕巴保男爵酒庄的
基本情况进行详细的介绍。在此基础上，笔者将重点放在新疆张裕巴保男爵酒庄的开发模式及其存
在的问题上。包括该区域的区位因素的分析，保障体系、宣传促销策略的分析以及后续的开发策略
的分析。最后，笔者将在原有的分析的基础上，对新疆张裕巴保男爵酒庄的旅游开发方案做出完整
的规划。本文主要采用三种研究方法：文献研究法、访谈和实地考察法、个案研究法。这三种研究
方法在科研学术活动中十分常用，且各有优缺点，必须取长补短，相互配合，才能将研究工作做好

新疆张裕巴保男爵酒庄的旅游开发工作并不是一个单一的工程项目，它涉及复杂的产业融合问
题，在进行实际操作过程中，不能将旅游和生产两个系统截然分开，也不可将二者混淆为一。在进
行开发过程中，应该综合考虑生态、产业和经济等多方面的利弊，做出最优选择

关键词：张裕；酒庄旅游；旅游管理；旅游开发II
Abstract
Since the reform and opening up, with the improvement of people&39;s living standards and the
development of social economy, tourism and vacation has become the common people&39;s daily life, more
and more popular. Leisure, tourism and consumption Trinity tourism economy industry is booming. The
tourism industry has already exceeded the traditional well-known mountains and rivers and historical sites
limited to develop. It continues with other industrial integration, the formation of a new tourist destination,
not only make the tourism industry itself with vigor, but also led to the coordinated development of other
related industries. Among them, the winery tourism is a new form of tourism development. The so-called
winery tourism, which is a kind of tourism behavior of the wine production as the center of the wine, it is
one of the many new types of tourism. Winery tourism is the main body around the wine, including wine
origin of the tour, wine appreciation, introduction, teaching, DIY experience. Mining and tourism
development is the winery winery tourism resources, at the same time through the organic organization and
optimize the layout of existing resources, the winery has become a tourist resources, become a kind of
tourism product, tourism can provide services for the majority of tourists sightseeing experience.
This paper is a study of the tourism development of Xinjiang Changyu winery Babao Baron , and that
from this specific case, summed up the general pattern and Wine manor tourism experience. This article
first introduces the current situation of wine culture in our country and the popularity of the current
situation, as well as the value and significance of Wine Manor tourism research. At the same time, review
the domestic and foreign scholars on this field related issues, and summarize the advantages and
disadvantages of these studies. Then, the concept of this paper will define the winery tourism, and lists the
theoretical basis of winery tourism development, made of several key concepts defined and clarified. The
purpose is to remove the misunderstanding, make theoretical preparation for further study. This several key
concepts are: the winery, the winery tourism, the tourism development. Later, this will be the main case -
the basic situation of Xinjiang Changyu winery Babao Baron in detail. On this basis, the author will focus
on the Xinjiang Changyu winery Babao Baron development model and its existing problems. Including the
analysis of the location factors of the region, the guarantee system, the analysis of the promotion strategy
and the analysis of the development strategy. Finally, the author will base on the analysis on the planning of
tourism development plan of Xinjiang Changyu winery to complete Babao baron. Three research methods
are used in this paper: literature research, interview and on-the-spot investigation, case study. These three
kinds of research methods in academic research activities is very common, and have advantages and
disadvantages, must learn from each other, cooperate with each other to do research work.Xinjiang
Changyu winery Babao Baron tourism development is not a single project, it involves the fusion problem
of complex industrial process, in the actual operation, will not travel and production of two systems
completely separate, must not be confused for a two. In the process of development, we should consider the
advantages and disadvantages of ecology, industry and economy, and make the best choice.
Key words: Chateau tourism; tourism management; tourism development; ChangyuIII
目录
摘要....I
Abstract .......... II
第一章 绪论...1
1.1 研究背景与意义.....1
1.1.1 研究背景.....1
1.1.2 研究目的与意义.....2
1.2 研究综述.....3
1.2.1 国外相关研究综述.3
1.2.2 国内相关研究综述.5
1.2.3 总结.7
1.3 研究内容、方法与技术路线.........7
1.3.1 研究内容.....7
1.3.2 研究方法.....8
1.3.3 技术路线.....9
第二章 酒庄旅游的概念界定与理论基础.11
2.1 概念界定...11
2.1.1 酒庄...........11
2.1.2 酒庄旅游.........
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