基于RMP分析的鼓岭旅游度假区
体验式旅游产品设计研究
中文摘要
随着经济的飞速发展和消费观念的改变，全域旅游发展逐渐升温，体验式旅
游产品创造了新的消费需求，对游客体验的管理提出了更高的要求。鼓岭旅游度
假区在2018年获评国家级旅游度假区，作为福州后花园的避暑度假胜地，如何
开发体验式旅游产品成了新的课题，将鼓岭旅游度假区打造成福州城市全域旅游
的新名片，从而带动福州市旅游经济的发展。
本研究以福州市鼓岭旅游度假区为例，在查阅大量国内外文献、实地考察的
基础上，运用RMP(Resources-Market-Product)分析工具，根据《旅游资源分类、
调查与评价》（GB/T18972-2003）对鼓岭旅游度假区的旅游资源进行分类和评
价，研究体验式旅游产品开发存在的问题；对鼓岭旅游度假区进行实地问卷调查，
并将调查结果进行数理统计分析，根据结果对客源市场定位进行选择和分析，研
究体验式旅游产品市场需求开发存在的问题；采用专家评分法与模糊综合评价方
法相结合，对鼓岭旅游度假区旅游产品开发现状展开模糊综合评估，研究旅游产
品开发存在的问题。
基于对鼓岭旅游度假区现有资源、市场和产品开发存在的问题进行分析，研
究鼓岭旅游度假区体验式旅游产品设计和保障措施。首先确定鼓岭旅游度假区体
验式旅游产品设计原则；其次对鼓岭旅游度假区体验式旅游产品进行有针对性的
主题、活动和形象设计，在此基础上为游客提供游线整合设计；最后对鼓岭旅游
度假区体验式旅游产品开发提出合理开发和保护旅游资源、创新营销以提高市场
竞争力、完善旅游配套设施、提高旅游管理服务水平和创新资金保障的投融资机
制等因地制宜的保障措施。
关键词：鼓岭旅游度假区，RMP分析，体验式旅游，旅游产品设计
I

Research on the design
of Kuliang Tourist Resort experiential
tourism product from the view of RMP analysis
Abstract
With the rapid development of economy and the change of people’s consumption
idea, the development of all-for-one tourism is gradually heating up. Experiential
tourism products have created new consumer demand and require higher standards for
the management of tourist experience. Kuliang Tourist Resort was awarded as
national tourist resort in 2018. As a summer resort in the back garden of Fuzhou, how
to develop experience tourism products has become a new topic, which is important to
make Kuliang Tourist Resort a new business card of Fuzhou city's all-for-one tourism
and to drive the development of Fuzhou city's tourism economy.
Taking
Kuliang
Tourist
Resort
as
an
example,
this
study
uses
RMP(resources-market-Product) analysis tool on the basis of consulting a large
number of domestic and foreign literature and field investigation. According to the
Classification, Investigation and Evaluation of Tourism Resources (GB/T
18972-2003), this thesis classifs and evaluates the tourism resources of Kuliang
Tourism Resort, and studies the problems existing in the development of experiential
tourism products. The questionnaire survey is conducted in Kuliang tourism resort,
and the results are analyzed by mathematical statistics. According to the results, the
market positioning of the tourist source is selected and analyzed, and the problems
existing in the market demand development of experiential tourism products are
studied. By combining Expert Evaluation Method with fuzzy comprehensive
evaluation method, this thesis carries out fuzzy comprehensive evaluation on the
current situation of tourism product development in Kuliang Tourism Resort, and
studies the existing problems of tourism product development.
Based on the analysis of available resources, market and product development
problems in Kuliang Tourism Resort, it is easier to make the development design and
supporting measures of Kuliang Tourism Resort experience tourism product are
studied. Firstly, selecting the design principles of Kuliang Tourist Resort experiential
tourism products. Secondly, the theme, activity and image design of the experiential
tourism products are carried out, and on this basis, integrated design of tour lines is
II

provided for tourists; At last, the author puts forward some measures for the design of
Kuliang Tourism Resort's experiential tourism products, such as reasonably
developing and protecting tourism resources, innovating marketing to improve market
competitiveness, perfecting tourism supporting facilities, improving the management
of tourism service and innovating the investment and financing mechanism of fund
guarantee.
Key words: Kuliang Tourist Resort, RMP analysis, experiential
tourism, tourism products design
III
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