I have a master plan for tourism projects here, and I wonder if I can help.
Master Plan of Meiling Drifting Tourism Project
Chapter I Overall Planning
First, the theme of Meiling drifting:
Life is getting higher and higher, and drifting is so romantic.
Meiling Scenic Area is a national forest park with convenient transportation and rich tourism resources. There are many waterfalls in the scenic area, and the streams are winding and crystal clear. Nature is amazing and the scenery is beautiful. Since the Tang Dynasty, Zhang Jiuling, Wang Anshi, Ouyang Xiu and other literati have left many famous poems and cultural landscapes here, and Meiling has also become a tourist attraction at home and abroad.
"Meiling Drifting" is a tourist project attracted by the government and developed by Toronto Enterprise Group in Hong Kong. It is a key project of Meiling development and construction, and also an important part of Meiling scenic spot tourism.
This case is based on the theme of "a wave of high life, wandering freely and romantically". According to the investor's development strategy, functional orientation and overall layout, the positioning and promotion of Meiling rafting project is aimed at advocating a new concept of life and telling people that they should pursue a higher spiritual life while having a good material life. "Meiling rafting" is the most ideal choice. What we need to do is to let tourists contact Meiling and its drifting in many directions and at many levels, and then experience a period of leisure and vacation time in Meiling drifting, so as to gain a romantic journey of physical and mental pleasure, thus enhancing the understanding of Meiling's history, culture and folk customs, improving the visibility and reputation of the enterprise, laying a solid foundation for the later operation of the group and winning lasting economic benefits for the enterprise.
Second, the planning principles of Meiling drifting
In planning, it is forbidden to impose anyone's subjective imagination or hobbies on consumers as the theme of the proposed development project, which is the fundamental reason for the failure of the project. To be sure, project planning is not planned by planners, nor is it the subjective preference of developers. It is in the minds of consumers, and it must come from the local context, context and the in-depth development of following this principle.
1, the principle of strictly protecting the ecological environment (pulse).
The integration of natural environment, geomorphological features and geological resources in a specific area is a treasure endowed by nature. Only by respecting objective laws, rational planning and strictly protecting the ecological environment of scenic spots can we ensure effective development and sustainable management.
2. The principle of combining ecology with culture (context).
A specific area (country, city, village, etc.). ) will form a social and cultural background and cultural accumulation different from other regions in the long-term development process. A timeless local minor, a handicraft falling from the soil, and even a wall that can't be dated may become a context with development value. This is the soul of the project. Only by accurately grasping and analyzing the regional context and excavating the characteristic purchase points can we find the theme that meets the psychological needs of the target consumer groups and find the objective reasons for the existence of the project.
3. The principle of in-depth development of tourism
Adhere to high starting point planning, high standard construction, high efficiency management and high level management, intensify the integration and development of resources, and build a number of large projects with strong industrial pull and radiation to meet the demand of the tourism market. Market-oriented, benefit-centered, product-based, give full play to the advantages of traditional tourism products and resources, focus on the five characteristics of "mountain, water, city, culture and business", increase product development, improve the structure of tourism products, continue the historical context, reflect the natural and cultural landscape and scenic features, and improve the quality of scenic spots.
Third, the characteristics of Meiling drifting
"Giving full play to the advantages of Meiling's tourism resources and developing the special tourism project of Meiling drifting" is one of the measures for the survival and development of Meiling drifting. The main purpose of this is to consider the consistency of the name and connotation of Meiling drifting on the one hand, and the irreplaceability of business on the other. In this regard, we believe that the characteristics of Meiling drifting are as follows
1, the authenticity of natural landscape.
Meiling Scenic Area is a rare multi-functional scenic spot integrating suburbs, hills and mountains in large and medium-sized cities in China. The deep valleys, meanders, strange rocks, charming peaks, lingering clouds, dreamlike Buddha's light, waterfalls and Xinghu in Meiling Scenic Area constitute "male, beautiful, strange and quiet"
2. Subjectivity of tourists' behavior.
"Freedom and enjoyment of travel" are the essential characteristics of tourists' behavior. "Freedom" refers to a respectful, positive, physically and mentally happy and completely relaxed tourism environment. "Enjoy the trip" refers to the perfect service that is considerate and completely meets or even exceeds the requirements of tourists.
3. Adaptability of activities.
The adaptability of activities is the basic condition for the normal survival of Meiling drifting. The adaptability of activities is rapidly generated by tourists, which depends on our accurate market research and accurate positioning of consumer groups in advance. The age, hobbies, aesthetics and living habits of the main consumers are all important parts that determine the adaptability of activities, and they are also prerequisites for the adaptability of activities.
4. Solubility of green marketing.
"Green marketing" has been heated up in recent years. The so-called green marketing refers to a kind of green marketing activity characterized by protecting the environment and returning to nature. Advocate green consumption consciousness, implement green promotion strategy, adopt green signs, cultivate green culture, pay attention to resource recycling and environmental performance of products, pay attention to the protection of ecological environment in marketing, and promote the coordinated development of economy and ecology. Enterprises must consider environmental costs while gaining their own interests. We can't make a profit by destroying or damaging the environment. Green consumption consciousness adapts to people's mainstream consciousness of protecting and improving the ecological environment, leading to consumption, thus effectively achieving sales purposes; At the same time, it also meets the group's requirements of pursuing sustainable development of tourism economy.
5. Unlimited civilized service.
Civilized and good service is the basis of building consumer trust. It is also the basis for pursuing the sustainability of interests. In tourism service activities, service providers meet the needs of tourists with their quality and quantity services. The continuous development of quality service will establish a certain trust relationship, which can be derived and its effects and benefits can be infinitely amplified. In the later service activities, the friendly service and care of human-friendly service personnel will increase customer satisfaction, gratitude and trust. These "extra" services beyond fair exchange are of great significance for building tourists' trust. This is the same task of all the staff of Meiling drifting project, advocating civilized service, improving work efficiency, further strengthening the awareness of civilized service and establishing a good tourism image. Efforts should be made to link post trust with social trust, to combine professional ethics construction with social morality construction, and to build a rich, civilized and brand-new Meiling scenic tourist area!
After the optimized combination of these resources, many tourism products can be planned and many tourism projects can be set up, which is of far-reaching significance!
Chapter II Analysis of Advantages and Disadvantages of Project Construction
First, the favorable conditions for the development of tourism
Tourism is an "environmental industry", which not only improves the living environment, investment environment and development environment of a region, but also depends on the economic, traffic, public security and ecological environment of a region, and is very sensitive to the health environment and policy environment.
1, location advantage
Meiling Scenic Area is located in the western suburbs of Nanchang. In the scenic area, the mountains are rugged, the mountains are green, the seasons are like spring, and the climate is pleasant. Known as "Little Lushan Mountain". There are hundreds of peaks in the scenic area, each with its own characteristics. The beautiful bamboo on the top of Meiling Mountain is quiet, the Lion Peak is steep and difficult to climb, Ziyang Mountain is colorful, and Luohanling is good to watch. There are many ancient and famous trees in Meiling, especially "bonsai camphor", "orchid in the stone" and "bamboo in the tree", which are also called "three wonders of Meiling".
2. Rich cultural tourism resources.
Meiling, formerly known as Hong Fei, had a post road as early as the early Han Dynasty. At the end of the Western Han Dynasty, Mei Fu, the commandant of Nanchang County, lived in seclusion in the western suburbs of Hongfei Mountain in order to resist Wang Mang's dictatorship. Later generations built Meixian altar on the ridge, Meixian Temple under the ridge and changed Hongfei Mountain to Meiling in order to commemorate his upright character. Since the Tang Dynasty, five prime ministers such as Zhang Jiuling, Zhang Shangying, Zhou Bida, Wang Anshi and Zhang Wei, writers such as Ouyang Xiu, Ceng Gong, Huang Tingjian, Chen Shidao and Tang Xianzu, and military commanders such as Yue Fei have all come here, leaving many famous poems and literati landscapes. China's classical temperament and the birthplace of Taoism's Jingming Sect. Since ancient times, "Hongya Single Crystal", "Xishan Qiu Cui" and "Tong Yuan Three Groups" (waterfalls, terraces, and waterfalls) have always been famous landscapes for literati.
Meiling is one of the holy places of Buddhism and Taoism, with as many as 136 temples. Taoist books call this the "Twelfth Cave". Zhaiyan Temple, the first of the eight famous temples in Xishan Mountain, has an original 1.6-foot-high Zengju Yuntang Temple, an 8-foot-high copper lotus platform, a copper bottle, a bronze incense burner and a thousand monk pots. There is a "Millennium Ginkgo" next to Taiping Temple, a famous Taoist temple, with a height of 30 meters and a bust of 7.5 meters. Ziyang Palace, located at the top of the mountain, still has stone chambers. It is a place visited by Deng Yu, the founding father of the Eastern Han Dynasty, next to the tombs of Deng Xiandong and Zhenjun.
3. Strong support from the government and relevant departments.
With the establishment of the goal of "Jiangxi rises in central China, and Nanchang takes the lead in taking off in Jiangxi", Meiling tourism development boom appears with a stronger momentum.
The scenic spot is located in Nanchang, the provincial capital, and is known as the "back garden of Nanchang". It can be said that the development of Meiling is also related to the economic development of Nanchang as a whole. The provincial and municipal levels are well aware of this. In the Tenth Five-Year Plan, Nanchang has positioned Wan Li as the back garden of Nanchang. Now, Meiling Scenic Area has been approved by the provincial government as a "provincial key scenic spot" and by the Ministry of Forestry as a "national forest park". The tourism industry in Meiling scenic spot can be said to occupy the best climate, place and people.
4. The scenic spot has a good tourism foundation.
Meiling Scenic Area is located in the suburb of Nanchang, which is 18km away from the city center. The domestic traffic is interwoven with latitude and longitude, extending in all directions. Its main road is Nanchang in the east, National Highway 320 in Jiangxi and Hunan in the south and National Highway Changjiu 105 in the north. Wan Li Railway, a branch line of Beijing-Kowloon Railway, runs through the southeast of the city. Changbei International Airport is adjacent to the provincial capital, occupying the geographical advantages of economy, politics, science and technology, culture and information center. At present, there are perfect social service facilities such as culture, entertainment, education, health, commerce and cable TV.
The atmospheric environmental quality of scenic spots is maintained at the first-class standard stipulated by the state. 1989, the people's government of Jiangxi Province approved Meiling as a provincial key scenic spot, 1993 was approved as a national forest park by the Ministry of Forestry, and 1998 was declared as a national key scenic spot. The back of the scenic spot can meet the needs of tourists for food, shelter, transportation and entertainment. It receives more than one million tourists every year, and now Meiling Scenic Area has formed a good tourism foundation.
5. Simple folk customs
Meiling Scenic Area has always been known as a treasure trove of geomantic omen in the history of "gathering in Kowloon and drinking phoenix water". The land area of the whole region is 27 1 km2, which is dominated by mountains and hills, among which the agricultural population accounts for 65.0% of the total population. The scenic spot is located in the mountains, with beautiful scenery, simple folk customs, strong human feelings and high popularity.
Second, the problems in the development of tourism:
1. Some infrastructures need to be improved and strengthened:
2. The propaganda deviation of the pre-purchase point of the project:
Chapter III Feasibility Analysis of the Project
First, a good opportunity for tourism development in Meiling
Second, unique advantages and complementary effects.
Third, adapt to the needs of regional economic structure optimization.
Four, the project construction unit has strong investment and operation ability.
Verb (abbreviation of verb) is a good expectation of tourism economic benefits.
Chapter IV General Layout
I. Overview
Second, the principle of scenic area division
Third, the overall goal
Fourth, functional positioning:
Verb (abbreviation for verb) overall layout and functional division
1, layout principle
2. Functional partition
3. Detailed analysis of functions
Chapter V Suggestions on Implementing Functional Zones
Meiling rafting
Meiling rafting ecology recreation landscape garden
Three, Meiling drifting forest eco-tourism area
Four. Tourism management and tourist shopping area
Verb (abbreviation of verb) tourism product classification
1, sightseeing products:
2. Leisure tourism products
3. Summer camp and learning tourism products
4. MICE tourism products:
Chapter VI Infrastructure and Service Facilities
I. Overview of building facilities:
1, hotel profile
2. It is suggested to build a green tourist resort.
3. Prospects and risks of resort hotels.
Second, public facilities:
Road 1
2. Parking lot and internal transportation facilities
3, power supply, telecommunications, water supply and drainage and other
Chapter VII Planning of Tourism Activities Projects
Meiling rafting
1, Xiaoyao
2. Warriors are full of passion
Camping Meiling
Fan Shi fishing.
Fourth, expand training.
1, The Road of the Brave.
2. Du Fei Group Bridge.
3. "jungle obstacle"
Five, farm quadrangles
1, "Taste the farm food".
2. "tea leisure".
3. "barbecue buffet"
4. "Make souvenirs".
Chapter VIII Tourism Image Positioning and Market Analysis
First, the positioning of tourism image
1. Tourists' Background Cognition of "Meiling Drifting"
2. The image characteristics of Meiling drifting.
3. Tourism image positioning
Second, the slogan design of tourism image
Thirdly, the communication strategy of tourism image.
1, the phased communication strategy of tourism image
2. Tourism image advertising planning.
3. Public relations planning of tourism image
4. Overall promotion of the park's tourism image (Tourism Festival)
Iv. Tourism market analysis and tourist source forecast
1. Present situation and trend of tourism market
2. Tourism market forecast
3. Tourism market positioning
4. Tourism market promotion strategy