随着“全域旅游”、“旅游+”、“大众旅游”等新型旅游理念地出现，居民 对旅游地追求日益炙热化。“十二五”期间，通辽市政府为了满足大众需要，加 大了对旅游业的投资，使基本设施旅游环境得到了明显地改善，旅游经济呈现逐 年增长的态势，也使“科尔沁文化”、“孝庄故里”被越来越多的人知晓。但较 其他旅游业发达地区，通辽市在旅游资源开发、旅游路线、旅游业态创新、基础 设施等方面仍存在不足，发展仍相对滞后，旅游产品品种单一，不能满足现代旅 游者多元化需求。另一方面，自治区“十三五”旅游发展规划提出要建立包括通 辽市、兴安盟和呼伦贝尔的东北林草原文化旅游区，这正是通辽市旅游发展的良 好契机。因此，开发具有地方特色，适合旅游市场需求的旅游产品，具有重要的 现实意义。 本文在通辽市旅游产品开发现状的基础上，运用相关理论，结合调查分析法、 归类法，运用案例分析法，对通辽市旅游产品开发存在的问题进行分析，目的在 于制定出切实可行的旅游产品开发策略。本文的创新之处在于研究主体的创新和 地域范围的创新。提出旅游产品开发的策略如下：首先明确了挖掘特色旅游产品， 即积极发展观光旅游产品，优化旅游产品多维度框架，全面深化草原自助旅游产 品。其次，整合旅游资源路线，包括树立“全域旅游”理念，打造三大旅游大区， 整合精品旅游线路，开发多元化的主题游路线等各具体措施。接着阐述了加强基 础设施建设，打造旅游品牌知名度。最后，阐述了深化文化旅游融合。此外，又 从政策保障、政府支持、创新机制、人才培育、优化旅游发展环境等方面阐述了 产品开发的支持保障体系。最终结论是通辽市旅游产品的开发要结合本地特色， 挖掘特色产品，树立“全域旅游”理念，同时应加强基础设施建设，提高政策保 障等，以提高通辽市旅游产品的核心竞争力，更好地满足旅游市场的需求，拉动 地方旅游经济地发展。 关键词：通辽市，旅游产品，开发策略，全域旅游II Research Paper on Tourism Product Development Strategy in Tongliao City Abstract With the emergence of new tourism concepts such as global tourism, tourism + and mass tourism, the residents' pursuit of tourist destinations has become increasingly hot. During the 12th Five--Year Plan period, Tongliao Municipal Government increased its investment in tourism to meet the needs of the public, so that the tourism environment of basic facilities has been significantly improved, the tourism economy has shown a trend of increasing year by year, and Horqin Culture and Hometown of Xiao Zhuang have also been known by more and more people. However, compared with other developed tourism regions, Tongliao City still has deficiencies in tourism resources development, tourism routes, tourism industry innovation, infrastructure and other aspects, and its development is still relatively lagging behind, with a single variety of tourism products, which cannot meet the diversified needs of modern tourists. On the other hand, the tourism development plan of the 13th Five - Year Plan of the autonomous region proposes to establish a northeast forest and grassland cultural tourism area including Tongliao City, Xingan League and Hulunbuir, which is a good opportunity for tourism development in Tongliao City. Therefore, it is of great practical significance to develop tourism products with local characteristics and suitable for the needs of the tourism market. On the basis of the current situation of tourism product development in Tongliao City, this paper analyzes the problems existing in tourism product development in Tongliao City with relevant theories, combined with investigation analysis, classification method and case analysis method, with a view to formulating feasible tourism product development strategies. The innovation of this paper lies in the innovation of the research subject and the innovation of the regional scope. TheIII strategies of tourism product development are as follows: First, it is clear to excavate the characteristic tourism products, that is, actively develop tourism products, optimize the multi-dimensional framework of tourism products, and comprehensively deepen grassland self-help tourism products. Secondly, the integration of tourism resources routes, including the establishment of the concept of global tourism, the creation of three major tourism regions, the integration of high-quality tourism routes, the development of diversified thematic tourism routes and other specific measures. Then, it expounds how to strengthen infrastructure construction and build tourism brand awareness. Finally, the paper expounds the deepening of cultural tourism integration. In addition, the support and guarantee system for product development is elaborated from the aspects of policy guarantee, government support, innovation mechanism, talent cultivation, and optimization of tourism development environment. The final conclusion is that the development of tourism products in Tongliao city should combine the local characteristics, excavate the characteristic products and establish the concept of global tourism, and at the same time strengthen the infrastructure construction and improve the policy guarantee so as to improve the core competitiveness of tourism products in Tongliao city, better meet the demand of the tourism market and promote the development of local tourism economy. Key words: Tongliao City,tourism products, development strategies,global tourismIV 目录 摘要...............................................................................................................................IV Abstract.............................................................................................................................II 第 1 章 绪论...................................................................................................................1 1.1 选题背景及研究意义.........................................................................................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 国外研究现状............................................................................................2 1.2.2 国内研究现状............................................................................................3 1.3 研究内容与研究方法..........................................................................................4 1.3.1 研究内容....................................................................................................4 1.3.2 研究方法....................................................................................................5 1.4 研究特色和创新点..............................................................................................6 第 2 章 旅游产品开发基础理论.....................................................................................7 2.1 旅游产品的开发..................................................................................................7 2.1.1 旅游地开发................................................................................................7 2.1.2 旅游路线开发...................................................................................................8 2.2 旅游产品开发策略相关理论..............................................................................8 2.2.1“点轴系统理论”.........................................................................................8V 2.2.2“全域旅游”理论.........................................................................................8 2.2.3 顾客满意度理论........................................................................................9 2.2.4 资源优势理论............................................................................................9 第 3 章 通辽市旅游产品开发现状...............................................................................11 3.1 旅游产品开发的自然条件................................................................................11 3.1.1 地理位置优越，交通便利......................................................................11 3.1.2 自然景观资源