3.3.3景区劣势分析............................................................................28
3.4景区运营效果.......................................................................................28
3.5景区运营现状的调查分析...................................................................29
3.5.1具体调查内容及方式................................................................29
3.5.2具体调查结果............................................................................29
3.5.3调查结论....................................................................................35
4咕噜云岭景区运营管理存在的问题及原因分析..........................................36
4.1运营管理存在的主要问题...................................................................36
4.1.1旅游线路有缺陷，核心吸引力不足........................................36
4.1.2旅游要素不完善、服务体验感不强........................................38
4.1.3营销手段较传统，未树立品牌形象........................................39
4.1.4服务体系不健全，监督管理不到位........................................40
4.2运营管理存在问题的原因分析...........................................................41
4.2.1线路设计不合理，产品开发程度不高....................................41
4.2.2旅游服务设施匮乏，智能化管理水平低................................43
4.2.3自身宣传意识落后，宣传手段含金量低................................44
4.2.4员工综合素质低，未树立服务意识........................................45
4.2.5小结............................................................................................45
5 H县咕噜云岭景区运营策略...........................................................................46
5.1优化旅游线路设计，提升产品生产管理...........................................46
5.2完善旅游服务设施，提升景区智能化管理.......................................51
5.3精心打造品牌形象，提升景区营销管理...........................................54
5.4强化企业自身建设，提升景区质量管理...........................................58
6研究结论与展望..............................................................................................61
6.1结论.......................................................................................................61
6.2展望.......................................................................................................61
致谢..................................................................................................................63
参考文献..............................................................................................................64
附录 1：...............................................................................................................67
附录 2：...............................................................................................................69
II

摘 要
随着我国乡村旅游逐渐成为大众喜爱的一种旅游方式，经济新常态下乡村
旅游的发展如火如荼。近年来，贵州省把发展旅游业作为牢牢守好发展和生态
两条底线的重要战略举措，积极探索山地旅游发展新路，推动旅游业实现持续
“井喷式”增长。H县咕噜云岭景区由于拥有万亩茶园及特色苗咕噜黄菊产业
等特色旅游资源，迅速成为乡村旅游的集聚地。
本文以 H县咕噜云岭景区为研究对象。首先，对乡村旅游发展的相关研究
进行梳理并在此基础上提出自己的观点，采用了文献研究法、实地调研法、问
卷调查法、归纳演绎法等并结合统计分析学、旅游学等多学科相关理论知识对
景区的运营状况进行分析。其次通过对咕噜云岭景区内外部环境进行分析，明
晰了景区运营的优势，最后通过问卷调查诊断出景区目前运营过程中存在旅旅
游线路有缺陷，核心吸引力不足；旅游要素不完善、服务体验感不强；营销手
段较传统，未树立品牌形象；员工综合素质低，未树立服务意识等方面的问
题。针对这些方面的问题，接着以问题为导向，运用相关运营理论、数据等提
出优化旅游线路设计，提升产品生产管理；完善旅游服务设施，提升景区智能
化管理；精心打造品牌形象，提升景区营销管理；强化企业自身建设，提升景
区质量管理等运营策略建议来夯实景区运营。
论文通过上述运营策略建议来加强咕噜云岭景区的运营管理，不仅能为咕
噜云岭景区的运营提供新的思路和参考，还能增加企业的经营收益，同时也为
贵州省同类或相似景区的运营管理提供借鉴。
关键词：乡村旅游，景区，咕噜云岭，服务质量，运营管理
分类号：F273
III

Abstract
As China rural tourism has gradually become popular, the development of rural tourism is in
full swing under the new normal economy.In recent years, Guizhou Province has taken the
development of tourism as an important strategic measure to firmly stick to the two bottom lines
of development and ecology, actively exploring new ways of mountain tourism development, and
promoting the sustainable "blowout" growth of tourism.Guluyunling in H county has quickly
become a gathering place of tea tour style rural tourism due to the tea plantation of more than
1600 acres and characteristic tourism resources such as Miao gulu chrysanthemum industry.
This paper takes Guluyunling tea tour style rural tourism as the research object. First of all,
the paper sorts out the related research on rural tourism development and puts forward private
views on this basis. Using literature research method, field research method, questionnaire survey
method, inductive deductive method and so on, combined with statistical analysis, tourism and
other multidisciplinary related theoretical knowledge to analyze the operation situation of
Guluyunling. Secondly, through the analysis of the internal and external environment of Gulu
Yunling scenic spot, the advantages of the development of the scenic spot are clarified. Finally,
through the questionnaire survey, it is diagnosed that there are defects in tourism route,
insufficient core attraction, imperfect tourism elements, weak service experience, less traditional
marketing means and no brand image The staff comprehensive quality is low, has not established
the service consciousness and so on aspect question., Aiming at these problems, the paper puts
forward to optimize the design of tourist route, improve the management of product production,
improve the tourist service facilities and enhance the intelligent management of scenic spots Build
the brand image carefully, promote the scenic marketing management, strengthen the enterprise’s
own construction, improve the scenic quality management and other operational strategy to
consolidate the operation of scenic spots.
Through the above suggestions, the paper will strengthen the operation and management of
Gulu Yunling Mountains scenic spot, which will not only provide new ideas and references for the
operation of Gulu Yunling Mountains scenic spot, but also increase the operating income of
enterprises, at the same time, it also provides reference for the operation and management of
similar scenic spots in Guizhou Province.
Key words: Rural Tourism,Scenic spot,Guluyunling,Quality of service,Operation
Management
Classification number: F273
IV
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