I 摘要 伴随着经济的持续增长、旅游业的快速发展、汽车保有量的逐年上升、人们 休闲时间和意识的不断增加，国内的自驾车旅游得到了蓬勃发展，自驾车出游比 例逐年增加，并逐渐成为国内旅游发展新趋势和主要方式。 广元是四川北大门，地处山区，道路蜿蜒，旅游资源丰富，但知名度低。面 对自驾游快速发展的态势，结合广元市地理交通状况，广元市政府非常重视自驾 游的发展。在《广元市旅游业发展“十三五”规划》中，提出培育专项旅游市场， 注重自驾车旅游市场的拓展，大力开发自驾车旅游产品，打造全市自驾游枢纽， 开发自驾游景观廊道，建设特色自驾车营地，构建全市“落地自驾、异地还车” 的自驾游租赁服务体系，举办中国西部自驾游博览会和高端论坛，推出剑门蜀道 最美自驾游线路品牌，增强旅游吸引力和提高旅游竞争力。 为避免在旅游项目开发投资前，由于没有进行科学的研究与探讨，从而致使 投资项目的失败，更有可能在项目规划时缺少具体信息，而浪费人力物力，所以， 本文提出运用现代项目管理理论，在旅游项目开发前进行可行性分析，对其采用 多种分析手法进行评估，从而对规划是否实施做出确定。 该报告综合运用文献综述法以及项目管理理论来对此项目进行研究，通过这 些研究方法对旅游规划的实施可能性做出评估，从而对可行性的研究内容进行总 结。 其次，充分调查广元市是否具有旅游开发的综合素质，结合景点之间的距离、 当地经济效益、规划实施的风险程度等多种要素进行分析，证明广元市开发自驾 游是否会具有市场；以白龙湖自驾游营地为例，从财务上分析项目是否具有盈利 能力和清偿能力；通过效益和风险评价，得出项目实施是否能实现社会效益与生 态效益的统一；对整个项目进行风险评价，并提出应对措施。 最后，对广元市自驾旅游开发项目提出了一些合理建议，以使该项目能够更 好的为广元市的旅游业发展做出贡献。 关键词，自驾游，旅游项目开发，可行性研究，项目评价ABSTRACT II ABSTRACT With the continuous economic growth and the rapid development of tourism industry, people’s leisure time and consciousness are increasing continuously. Meanwhile, the domestic self-driving tourism is developing vigorously with the annual increase of car ownership, which leads the proportion of self-driving travel increasing year by year, and becoming a new trend of tourism development and a main way of domestic tourism gradually. As the North Gate of Sichuan Province, GuangYuan locates in the mountains with winding roads and rich tourism resources, but low visibility. Facing the rapid development of self-driving travel, the government of GuangYuan city attaches great importance to the development of self-driving travel. In “13th Five-Year Plan for Tourism Development in GuangYuan City”, it raises that the government should foster a special tourism market, and focus on the expansion of the self-driving tourism market and develops more self-driving tourism products vigorously. To build a city's self-driving tourism hub, the self-driving tourism landscape corridor should be build with the distinctive self-driving camps. At the same time, it should establish a “self-driving, relocation-driven” self-driving tourism rental service system, and hold the West China Self-driving Expo and high-end forums to promote the most beautiful self-driving route brand “Jianmen Shudao” to enhance tourism attraction and competitiveness of GuangYuan. To avoid haphazard investment before developing tourism projects, which may cause resources-wasting by some problems in the in the development process, this paper proposes to use modern project management theory to carry out the feasibility analysis before the tourism project development, and decide the feasibility of the tourism project development through multifaceted, multi-angle demonstration and evaluation of the project. Through literature reading and case analysis, the author introduces the self-driving travel, the feasibility research theory of tourism project, and the relevant knowledge of project evaluation at first. Secondly, based on the characteristics of tourism resources in GuangYuan, this paper analyzes and evaluates the project market, finance, risk, social and ecologicalABSTRACT III benefits to demonstrate whether the development of the project can meet the development needs of tourism market. With the case of “White- dragon Lake Self-driving Camp”, it analyzes the profitable and solvent of the project from the financial view. Through evaluating the benefit and risk, it concludes whether the project implementation can realize the unity of social benefit and ecological benefit. It also conducts the risk evaluation of the entire project and raises countermeasures At the end of this paper, the author puts some reasonable suggestions to the self-driving tourism development project of GuangYuan, which can contribute the tourism development of GuangYuan. At the end of this paper, the author puts some reasonable suggestions to the self-driving tourism development project of GuangYuan, which can contribute the tourism development of GuangYuan. Key words: Self-driving，the Development of Tourism Project，Feasibility Research， Project evaluation目录 IV 目录 第一章 绪论.....................................................................................................................1 1.1 研究背景 .............................................................................................................1 1.2 研究意义 .............................................................................................................1 1.3 国内外旅游项目可行性研究综述 .....................................................................1 1.3.1 国外旅游项目可行性研究现状 ...............................................................1 1.3.2 国内旅游项目可行性研究现状 ...............................................................2 1.4 研究方法 .............................................................................................................3 第二章 自驾旅游项目开发可行性研究的基础理论.....................................................5 2.1 自驾游 .................................................................................................................5 2.1.1 自驾游的定义 ...........................................................................................5 2.1.2 自驾游的特点 ...........................................................................................5 2.1.3 自驾游的组织形式 ...................................................................................6 2.1.4 自驾游体系的构建 ...................................................................................6 2.1.5 自驾游发展现状 .......................................................................................7 2.1.6 自驾游市场特征分析 ...............................................................................8 2.1.7 自驾游发展趋势 .....................................................................................13 2.2 旅游项目开发可行性研究 ...............................................................................14 2.2.1 概念 .........................................................................................................14 2.2.2 自驾游旅游项目开发现状 .....................................................................14 2.2.3 旅游项目开发可行性研究的主要内容 .................................................15 2.2.4 旅游项目开发可行性研究的项目管理理论 .........................................15 2.3 本章小结 ...........................................................................................................16 第三章 广元市自驾旅游项目开发概况.......................................................................17 3.1 广元市自驾游发展背景分析 ...........................................................................17 3.1.1 国家层面发展背景 .................................................................................17 3.1.2 区域层面发展背景 .................................................................................18 3.2 项目区域发展现状 ...........................................................................................19 3.2.1 广元市旅游资源的基本情况 .................................................................19 3.2.2 广元市旅游发展现状 .............................................................................20 3.3 广元市自驾旅游开发项目 SWOT 分析 ...........................................................21目录 V 3.3.1 SWOT 分析意义和重点 ...........................................................................21 3.3.2 广元自驾旅游项目开发的 SWOT 分析 .................................................21 3.3.3 SWOT 矩阵分析表 ...................................................................................26 3.4 广元自驾旅游项目开发策略 ...........................................................................28 3.4.1 完善组织体系架构 .................................................................................28 3.4.2 规范相关制度 .........................................................................................28 3.4.3 特色线路产品开发 .................................................................................29 3.4.4 基础设施建设加强 .................................................................................29 3.4.5 健全安全保障体系 .................................................................................29 3.4.6 加强市场营销 .........................................................................................30 3.5 本章小结 ...........................................................................................................30 第四章 广元市自驾旅游项目市场环境分析...............................................................32 4.1 广元自驾旅游项目开发设计 ............................................................................32 4.1.1 自驾车营地体系 .......................................................................................32 4.1.2 自驾游产品体系 .......................................................................................33 4.1.3 道路交通体系 ...........................................................................................34 4.1.4 自驾车服务体系 .......................................................................................35 4.1.5 安全保障体系 ...........................................................................................36 4.2 广元自驾旅游项目开发市场环境分析 ............................................................37 4.2.1 自驾游客需求分析 .................................................................................37 4.2.2 目标客源市场分析 .................................................................................38 4.2.3 自驾游市场预测 .....................................................................................40 4.3 本章小结 ............................................................................................................41 第五章 财务效益评价案例—白龙湖自驾游营地........................................................42 5.1 白龙湖自驾游营地开发财务分析 ...................................................................42 5.1.1 投资估算 .................................................................................................42 5.1.2 白龙湖自驾游营地开发项目的财务评价 .............................................43 5.2 白龙湖自驾游营地开发效益分析 ....................................................................48 5.2.1 经济效益 .................................................................................................49 5.2.2 社会效益 .................................................................................................50 5.2.3 生态效益 .................................................................................................50 5.3 白龙湖自驾游营地开发风险分析 ....................................................................51 5.3.1 项目风险识别及评估 ..............................................................................51目录 VI 5.3.2 政策与社会风险分析及应对措施 .........................................................53 5.3.3 经济风险分析及应对措施 .....................................................................54 5.3.4 经营管理风险分析及应对措施 .............................................................55 5.3.5 环境风险分析及应对措施 .....................................................................56 5.4 本章小结 ...........................................................................................................57 第六章 结论和建议.......................................................................................................58 6.1 结论 ...................................................................................................................58 6.2 建议 ...................................................................................................................58 致谢.................................................................................................................................59