进入二十一世纪后，城市功能得到快速完善，人们的生活质量明显增强，可自 由支配的时间有所增加，这些均给夜旅游的形成创造机会。针对夜间旅游设计产品 的城市逐渐增多，“全天候旅游”的理念开始形成，基于文化体验的夜游产品开发 研究越来越受到重视。 盛京皇城是沈阳的建城之始、文化之基和立都之源，是印证我国清代皇家建筑 群与皇城建设的珍稀范本。近年来，沈阳重现昔日故宫周边清文化建筑群总体商街 特色，“盛京皇城”的出现将对沈阳的文化资源进行深度挖掘，将沈阳打造成一座 文化气息浓郁的城市，对沈阳的方城地区进行改造，使其成为独具当地特色的功能 性街区，实现文化与商业、古典与现代的高度结合。但是从目前盛京皇城夜游产品 开发来看，产品开发的种类不是很齐全，对游客的吸引力还不强。发展盛京皇城夜 游产品可以为沈阳市的旅游发展提供新的发展视角和思路，通过夜旅游活动的开展 来提升盛京皇城的旅游竞争力，为沈阳市提升城市旅游品牌力，拓展其旅游发展的 道路，最终实现旅游业的持续发展。 本文基于此背景，以沈阳盛京皇城夜游产品开发为研究对象，通过 RMP产品 策划理论深入分析盛京皇城夜游夜游产品开发的资源、市场和产品，借鉴国内外先 进经验，提出了沈阳盛京皇城夜游产品的开发对策。 关键词：盛京皇城，夜游产品，旅游竞争力，夜游体验II The DevelopmentandResearch ofNightTourProductontheImperialCityofShenyang Abstract With the improvement of urban functions、the increase in purchasing power and leisure time leads to night tourism. More and more city launching night tourism products,The development and research of night tour product based on cultural experience has been increasinglyappreciated bypeoplesincetheformation of"all-day tourism"concept. The Imperial City of Shenyang is the beginning of Shenyang's construction, the foundation of culture and the source of the capital, which proves the value of Chinese imperial buildings and city construction in Qing Dynasty. In recent years, the general commercial street characteristics of buildings around the Imperial Palace of the Qing Dynasty in Shenyang have reappeared. The overall plan of "Imperial City of Shenyang" will fully develop the cultural resources of Shenyang and enhance the cultural characteristics of Shenyang to transform the Fangcheng district into a typical block combining with culture, commerce, ancient charm and modernity. However, in view of current night tour product development of "Imperial City of Shenyang", it has a less complete range of product types with a low attraction to tourists. The development of this night tour product can provide new perspectives and ideas for the tourism development in Shenyang, which can improve the competitiveness of "Imperial City of Shenyang" through the night tour activity to enhance the tourism brand power of Shenyang city, expand the path of tourism development and finally achieve the sustainable development of tourism. Based on this background, this article takes the night tour product development of "Imperial City of Shenyang" as the research object, deeply analyzes the development status and existing problems of this night tour product, and learns from domestic and overseas on their advancedexperiencetoproposethedevelopmentstrategy ofnighttourproduct. KeyWords:TheImperialCity ofShenyang, nighttourism, tourismcompetitiveness, nighttourismexperienceIII 目录 摘要.................................................................................................................................I Abstract...........................................................................................................................II 第 1 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................................................................................................. 3 1.2 国内外研究现状................................................................................................4 1.2.1 国外研究现状..........................................................................................4 1.2.2 国内研究现状..........................................................................................6 1.3 研究方法及思路................................................................................................8 1.3.1 研究方法................................................................................................. 8 1.3.2 研究思路................................................................................................. 9 1.4 研究创新...........................................................................................................10 第2 章 基本概念和相关理论基础...............................................................................11 2.1 夜游产品的概念..............................................................................................11 2.2 夜游产品的类型..............................................................................................11 2.3 夜游产品的特征..............................................................................................12 2.4 夜游产品开发的基础理论.............................................................................. 12 2.4.1 旅游产品生命周期理论........................................................................ 13 2.4.2 旅游者行为理论....................................................................................14 2.4.3RMP 产品策划理论............................................................................... 14 第3 章 沈阳盛京皇城夜游产品开发的R 分析...........................................................16 3.1 盛京皇城概况..................................................................................................16 3.2 盛京皇城的旅游资源条件.............................................................................. 17 3.3 资源吸引力分析..............................................................................................21 3.3.1 观赏游憩价值........................................................................................21 3.3.2 历史文化科学价值................................................................................21 3.3.3 珍稀或奇特程度....................................................................................21 3.3.4 规模与丰度............................................................................................21 3.3.5 完整性...................................................................................................22目录 IV 第4 章 沈阳盛京皇城夜游产品开发的M 分析..........................................................23 4.1 问卷设计.........................................................................................................23 4.1.1 调查研究对象........................................................................................23 4.1.2 确定调查地点........................................................................................23 4.1.3 问卷发放情况与调查资料获得情况.....................................................23 4.2 数据分析.........................................................................................................23 4.2.1 人口学特征分析....................................................................................24 4.2.2 游客夜游活动出行意愿的分析.............................................................25 4.2.3 游客需求偏好调查分析........................................................................ 28 4.3 小结.................................................................................................................30 第5 章 沈阳盛京皇城夜游产品开发的P 分析...........................................................31 5.1 沈阳盛京皇城夜游产品现状分析...................................................................31 5.1.2 盛京皇城夜游产品的主要类型.............................................................31