南澳海岛旅游业发展研究

Study on the Tourism Development of Nanao Island

摘要: 南澳拥有丰富的自然与人文旅游资源，未来旅游业将成为南澳的主导产业，而由岛、海、山组成的洁净优美的海岛自然生态环境是南澳发展旅游业的最大优势。南澳旅游业近年来发展迅速，但总体规模较小，水平低，旅游品牌没有形成，知名度不高。旅游业发展存在无序开发、产品结构单一、旅游开发资金短缺等问题。本文提出南澳旅游业的发展对策，主要包括打造绿色生态旅游品牌、注重旅游形象的塑造与宣传、开拓主要客源市场和潜在市场、优化旅游产品结构和加强海岛环境保护措施。还探讨了南澳旅游经济发展对策，包括多渠道筹集旅游建设资金、调整产业结构、创新管理制度等。

Abstract: Firstly, this paper analyzed rich natural and cultural tourism resources in Nanao, but clean and beautiful natural island environment composed by islands, sea and mountains is the biggest ad-vantages of the development of tourism in Nanao County. Tourism should be developed as the leading industry in Nanao in the future, and green tourism, eco-tourism should be the most prom-inent feature of Nanao tourism. Then the paper analyzed the current situation of tourism devel-opment in Nanao. It has developed rapidly in recent years, but it had low level with small overall size, and it is less developed than the 12 island counties in China. Nanao tourism brand has not been formed, and its reputation has not high. Nanao tourism had disorderly development led to the existence of most attractions having no high-grade construction, single tourism product structure, inadequate tourism service facilities and other issues. Following the authors studied on the strategies of the development of tourism in Nanao, including building green eco-tourism brand, focusing on tourism image and publicity, exploring the major tourism source markets and potential markets, optimizing tourism product mix and strengthening island environment protection. Finally, the authors discussed the tourism economic development strategies of Nanao, including multiple channels to raise funds for tourism construction, industrial restructuring, innovation of tourism management policy etc.