在国家实施乡村振兴战略、发展全域旅游的政策背景下，“全域旅游+乡村振兴”一 体化的发展模式为处于偏远农村地区的风景名胜区带来了全新的发展机遇，各地能否选 择适当的运营模式成为决定其风景区旅游能否健康长远发展的关键因素。陇县关山草原 风景区因其丰富的旅游资源和独具特色的草原风光，旅游业发展迅速，但整体发展水平 不够高。因此，本文以关山草原风景区为研究对象，对其运营模式进行优化研究，对于 推动关山草原风景区实现高质量、可持续发展，为同类型风景区旅游业的发展提供了重 要的参考意义。 首先，本文在梳理风景区的发展背景、国内外学者研究成果的基础上，对风景区、 风景区运营模式的概念进行界定，引出本文重点研究的是关山草原风景区运营模式；其 次，借助实地调查法从管理模式、营销模式、盈利模式、服务模式、人才模式等五个方 面对关山草原风景区的运营模式现状进行描述性分析，结合关山草原风景区游客满意度 评价，提出现行运营模式中存在经营战略单一、软硬件服务不够完善、门票经济现象突 出、人才结构参差不齐等问题；再次，基于整体性原则、经济效益与环境保护相结合原 则、协同发展原则、市场导向和消费引导原则、保持本土特色原则等，从经营模式、服 务模式、盈利方式、人才模式四个维度提出优化策略；第四，为保障优化策略的落地实 施，从健全政策机制、强化政府引导、完善景区规划、创新人才培养、强化信息支撑、 倡导文明旅游等六个方面提出相应的保障措施；最后，对研究得出的主要结论进行总结， 并指出研究过程存在的不足，同时对接下来的研究方向进行展望。 本文的研究成果对关山草原风景区的发展具有重要意义，优化后的模式也为同类型 风景区旅游地的运营模式提供参考依据。 关键词：关山草原，风景区旅游，运营模式 II Abstract Under the background of the national policy of implementing rural revitalization strategies and developing global tourism, the integrated development model of "global tourism + rural revitalization" has brought new development opportunities to scenic spots in remote rural areas. Whether localities can choose an appropriate operating model has become a key factor in determining whether their scenic tourism can develop in a healthy and long-term manner. Due to its rich tourism resources and unique grassland scenery, Guanshan Grassland Scenic Area in Long County has developed rapidly, but the overall development level is not high enough. Therefore, this paper takes Guanshan grassland scenic area as the research object, and optimizes its operation model, which is of great significance for promoting the realization of high-quality and sustainable development of Guanshan grassland scenic area and providing reference for the tourism development of the same type of scenic area. Firstly, on the basis of sorting out the development background of the scenic area and the research results of scholars at home and abroad, this article defines the concept of scenic area and scenic area operation mode, leading to the focus on the operation mode of Guanshan grassland scenic area. Secondly, the field survey method was used to conduct a descriptive analysis of the current operating mode of Guanshan Grassland Scenic Area from five aspects: management model, marketing model, profit model, service model, and talent model. It points out that in the current operation model, there are problems such as single operation strategy, insufficient hardware, outstanding ticket economy, and uneven talent structure. Third, based on the principles of holistic principles, the combination of economic benefits and environmental protection, the principles of coordinated development, market-oriented and consumption- oriented principles, the principles of maintaining local characteristics, etc. Propose optimization strategies. Fourth, in order to ensure the implementation of the optimization strategy, corresponding guarantee measures are proposed from six aspects: perfecting policy mechanisms, strengthening government guidance, perfecting scenic spot planning, training innovative talents, strengthening information support, and advocating civilized tourism. Finally, this paper summarizes the main conclusions, points out the shortcomings of the research process, and looks forward to the following research directions. The research results of this paper are of great significance to the development of Guanshan Grassland Scenic Area, and the optimized model also provides a reference for the operation ideas of the same type of scenic area. Key Words: Guanshan grassland, scenic tourism, operation mode III 目 录 第一章 绪论 ................................................................................................................. 1 1.1 研究背景和意义 ............................................................................................. 1 1.1.1 研究背景 ................................................................................................... 1 1.1.2 研究意义 ................................................................................................... 2 1.2 国内外研究综述 ............................................................................................. 2 1.2.1 国外风景区的研究综述 ........................................................................... 2 1.2.2 国内风景区的研究综述 ........................................................................... 5 1.2.3 国内外文献述评 ....................................................................................... 7 1.3 研究内容、方法与研究框架 ......................................................................... 8 1.3.1 研究内容 ................................................................................................... 8 1.3.2 研究方法 ................................................................................................... 9 1.3.3 研究框架 ................................................................................................... 9 第二章 相关概念和理论 ........................................................................................... 11 2.1相关概念 ........................................................................................................ 11 2.1.1 风景区 ..................................................................................................... 11 2.1.2 风景区的类型 ......................................................................................... 11 2.1.3 风景区运营模式 ..................................................................................... 12 2.2 相关理论 ....................................................................................................... 12 2.2.1 需求理论 ................................................................................................. 12 2.2.2 旅游地生命周期理论 ............................................................................. 13 2.2.3 消费者行为理论 ..................................................................................... 13 2.2.4 顾客价值理论 ......................................................................................... 13 2.2.5 可持续发展理论 ..................................................................................... 14 2.2.6 创新经济学 ............................................................................................. 14 2.3 本章小结 ....................................................................................................... 14 第三章 关山草原风景区运营模式现状分析 ........................................................... 15 3.1 关山草原风景区基本概述 ........................................................................... 15 3.2 关山草原风景区运营模式现状描述 ........................................................... 17 3.2.1 管理模式 ................................................................................................. 17 3.2.2 营销模式 ................................................................................................. 18 3.2.3 盈利模式 ................................................................................................. 18 3.2.4 服务模式 ................................................................................................. 19 IV 3.2.5 人才模式 ..........................................................................