：20 世纪 90 年代初，可持续发展的观点被提出了以后，生态旅游成 为了实现可持续旅游发展的重要途径。它是一种崭新的旅游发展形式，不 仅仅只是旅游活动的一个分支、旅游开发的一种新 方向，也是代表着旅游 业发展步入一个全新阶段。而作为生态旅游中的重点建设项目之一的漂流 旅游，因具有最原始、最真实的旅游体验和刺激的全程参与过程，让旅游 者能亲身感受到“天人合一”的生态和谐。随着漂流 这种新型专项旅游的 出现，兴起一股漂流旅游项目开发热潮，有一些项目已取得非常大的成功， 而一些项目却投资决策失利，主要是因为太多雷同漂流产品，主题文化特 色不鲜明，综合性不强；景区硬件配套设施不够完善 ；开发中不重视漂流 的安全机制问题；对漂流项目的规划缺乏科学性。分析总结漂流项目建设 失败的原因，大多数还是在项目开发过程中，可行性研究末能起到实质性 作用。 本文以小密湖漂流旅游项目为研究对象，研究 内容分为五个部分。第 一部分介绍了研究背景和意义、分析了国内外研究现状；第二部分对该项 目进行介绍以及从市场需求的角度对项目进行市场定位；第三部分针对 小密村的情况，该项目建设具体内容；第四部分对项目 经济可行性进行分 析，给出了项目投资预算、效益评价和资金筹措方案，得出投资结论，并 结合项目实际分析了该项目投资风险和对策；第六部分对本文得出的研究 结论进行了总结性的概括，得出该项目是必要的和可行的 。 本文在研究上运用项目管理、旅游管理、财务管理和投资风险等相关 理论，从多学科、多视角对该项目可行性进行详细的梳理和分析，通过文 字叙述、SWOT 分析、图表说明等多种方法以及定性和定量相结合的方法II 确 定项目市场战略、项目方案和建设规模。 关键词： 漂流旅游；项目开发；可行性研究III “The First Drift of Hakka”--- The Feasibility Study of Xiao Mi Lake Drifting Tourism Project Xu Lingyun （The Project Management) Directed by Lei Zhenhua Abstract: The idea of sustinable development was put forward at the begining of 1990s, it makes the ecological tourism becomes an important way to realize the sustainable development of tourism. It’s a new form of tourism development, it not only a branch of tourism activities and a new way of tourism development but also represent that the development of the tourism industry into a new stage.The drifting tourism has the most original, true and exciting travel experience during the whole process, it makes the tourists experience the high harmony between the human and the nature. So it is regarded as one of the most important and constructed projects in the ecological tourism. The development of drifting tourism becomes more popular, and some of them have achieved great success. But some of them failed. It failed because the product is too similar with each other ,without distinguished feature,the facilities is not good enough, not pay attention to the security system, lack of scientific analysis and so on.So, generally speaking, the reason that it failed lies in the feasibility study of the project development didn’t play a substantive role during the process of project development. In this paper, the research object of the Xiao Mi Lake drifting tourism project is divided into five parts. The first part introduces the background and significance of the research, and analyzes the current situation of domestic and foreign research;The second part is the introduction of the project and the market positioning of the project from the perspective of market demand;The third part is the situation of the Xiao Mi village, the project construction details;The fourth part analyzes the economic feasibility of the project, givesIV the project investment budget, benefit evaluation and financing plan, draws the conclusion, and analyzes the project investment risk and countermeasure. In the sixth part, the conclusion of this paper is summarized, and the project is necessary and feasible. In this paper,the application of project management, tourism management financial management,investment risk and other related theories. A detailed analysis of the feasibility of the project from the multi discipline and multi perspective. Through text narration, SWOT analysis, chart description and other methods, the method of combining qualitative and quantitative methods to determine the project market strategy, project plan and construction scale. Keywords: Drifting tourism Project development Feasibility studyV 目 录 摘要......................................................................................................................I Abstract..............................................................................................................III 第一章 绪 论...................................................................................................1 1.1 研究背景及意 义....................................................................................1 1.1.1 研究背景.......................................................................................1 1.1.2 研究意义.......................................................................................1 1.2 国内外研究现 状....................................................................................2 1.2.1 国外的研究发展...........................................................................2 1.2.2 国内的 研究发展...........................................................................3 1.3 研究内容和方法....................................................................................5 1.3.1 主 要内容.......................................................................................5 1.3.2 研究方法.......................................................................................5 第二章 项目概况与市场可行性分析...............................................................7 2.1 项目背 景................................................................................................7 2.2 项目建设必要 性....................................................................................7 2.3 项目 SWOT 分析...................................................................................9 2.3.1 优势...............................................................................................9 2.3.2 劣 势.............................................................................................12 2.3.3 机 遇.............................................................................................13 2.3.4 挑 战.............................................................................................13VI 2.3.5 SWOT 分析结论..........................................................................14 2.4 项目市场定位分析..............................................................................14 2.4.1 市场需求分 析..............................................................................14 2.4.2 市场定位及目标市场选择.........................................................15 2.5 本章小 结..............................................................................................17 第三章 项目技术可行性分 析.........................................................................19 3.1 项目设计依据.......................................................................................19 3.1.1 法律依 据......................................................................................19 3.1.2 政策法规依据.............................................................................19 3.1.3 行 业标准依据.............................................................................19 3.2 项目建设内容......................................................................................20 3.2.1 小密湖漂流运动区.....................................................................20 3.2.2 溯溪探险体验区.........................................................................20 3.2.3 溪流两岸休闲区.........................................................................20 3.2.4 落溪瀑布观光游览区.................................................................21 3.2.5 营地综合 服务区.........................................................................21 3.2.6 水上游乐园区.............................................................................22 3.2.7 项目基础设 施建设工程.............................................................24 第四章 项目经济可行性分析.......................................................................29 4.1 投资估算及资金筹 措..........................................................................29 4.1.1 建设投资估算.............................................................................29 4.1.2 总投资估 算.................................................................................32VII 4.1.3 资金筹措方案.............................................................................32 4.2 财务效 益评价......................................................................................33 4.2.1 财务评价的依据.........................................................................33 4.2.2 营业收入、税金测算.................................................................33 4.2.3 总成本费用测算.........................................................................35 4.2.4 利润测 算.....................................................................................40 4.2.5 财务效益评价.............................................................................40 4.2.6 盈 亏平衡分析.............................................................................41 4.2.7 贷款还款分析.............................................................................41 4.3 投资 风险分析......................................................................................41 4.3.1 旅游市场风险.............................................................................41 4.3.2 生态维护及项目建设风险.........................................................42 4.3.3 政策风险.....................................................................................42 4.3.4 经营管理风险.............................................................................43 4.4 财务和风险评价结论..........................................................................43 第五章 结论...................................................................................................45