景區運營管理

本書是全國高等院校旅遊管理專業類“十三五”規劃教材和教育部旅遊管理專業綜合改革試點項目配套規劃教材。

本書注重理論與實踐相結合，通過對實踐案例的分析，結合國內外景區運營管理理論和研究成果，融理論與實踐為一體；把定性研究方法與定量研究方法相結合，注重學科的理論性、系統性，力求反映景區運營管理規律和特點。同時書中還提供了大量景區運營管理發展的數據和資料，力求豐富、新穎、典型、全面，具有較強的理論性、系統性、科學性和實用性。

結合國內外景區發展的實際，闡述分析相關景區運營管理的基本理論，以大量具體翔實的實證案例對理論進行闡述，並且針對當前景區運營管理的重大問題，提出分析和解決問題的思路，有利於加快我國景區發展，建立和完善經營管理體制，實現旅遊業可持續發展。 ^[1] 

第一章景區管理導論/1

Chapter 1Introduction of visitor attractions management

第一節景區概念解析/2

Conception and analysis of visitor attractions

第二節景區發展歷程/10

Development history of visitor attractions

第三節景區管理理論/15

Management theory of visitor attractions

第四節景區管理定位/25

Orientation of visitor attractions management

第二章景區規劃管理/37

Chapter 2Visitor attractions planning and management

第一節景區規劃可行性研究/38

The feasibility study of visitor attractions planning

第二節景區規劃的編制規範/41

The compilation specification of visitor attractions planning

第三節景區規劃的系統結構/47

The systematic structure of visitor attractions planning

第四節景區規劃的運作管理/54

The operation management of visitor attractions planning

第五節景區規劃開發模式探索/58

The exploration about development model of visitor attractions planning

第三章景區開發籌建管理/71

Chapter 3Visitor attractions development and construction management

第一節景區工程建設合同管理/72

Construction contract management of visitor attractions project

第二節景區工程建設質量管理/75

Quality management of construction project in visitor attractions

第三節景區工程建設投資管理/79

Investment management of construction project in visitor attractions

第四節景區開業策劃運作管理/83

Operation management of visitor attractions opening plan

第四章景區產品創新管理/93

Chapter 4Innovation management of visitor attractions product

第一節景區產品的特性與創新意義/94

Characteristic and innovative significance of visitor attractions product

第二節景區產品創新的理論與原則/97

Theory and principle of visitor attractions product innovation

第三節景區產品創新的方法與途徑/98

Methods and approaches visitor attractions product innovation

第四節景區產品創新的運作與管理/102

Operation and management of visitor attractions product innovation

第五節景區節慶演藝產品策劃管理/105

Planning management of festival and performance in visitor attractions

第五章景區組織結構管理/117

Chapter 5Management of visitor attractions organizational structure

第一節景區組織的建立原則與基本形式/118

The establishment principle and basic form of visitor attractions organization

第二節景區組織的機構設置與職權分配/122

Structural establishment and assignment of authority of visitor attractions organization

第三節景區組織的運行機制與管理制度/127

The operating mechanism and management system of visitor attractions organization

第四節人力資源的崗位培訓與績效考核/129

Post training and performance appraisal of human resources

137

第六章智慧景區管理

Chapter 6Management of wisdom visitor attractions第一節智慧景區基本概念與內涵/138

The basic summary and connotation of wisdom visitor attractions第二節智慧景區的總體框架構建/146

Framework construction of wisdom visitor attractions第三節智慧景區的系統建設內容/156

System construction of wisdom visitor attractions

第七章景區市場營銷管理/169

Chapter 7Marketing management of visitor attractions

第一節景區市場需求分析/170

The analysis of visitor attractions marketin

g第二節遊客消費行為分析/174

The analysis of consuming behavior

第三節景區市場營銷管理/179

Marketing management of visitor attractions

第八章景區遊客引導管理/203

Chapter 8Guide management for visitor in visitor attractions

第一節景區標識系統管理/204

Identity management system of visitor attractions

第二節景區安全管理/206

Safety management of visitor attractions

第三節景區遊客綜合管理/217

Integrated management of visitors in visitor attractions

第九章景區質量管理/227

Chapter 9Quality control of visitor attractions

第一節景區產品質量管理/228

The quality management of visitor attractions product

第二節景區服務質量管理/232

Quality control of visitor attractions service

第三節旅遊景區綜合質量管理/247

The integrated quality management of visitor attractions

第十章景區遊樂設備管理/265

Chapter 10Recreation facilities management of visitor attractions

第一節景區遊樂設備的分類與特徵/266

The classification and characteristic of recreation facility in visitor attractions

第二節景區遊樂設備的操作與運營/272

The operation and service of recreation facility in visitor attractions

第三節景區設施設備的維護與保養/279

Maintenance and maintain of recreation facility in visitor attractions

第四節景區設施設備的維修與更新/282

The maintenance and update of facility in visitor attractions

291

第十一章景區資本運作管理

Chapter 11Capital operation management of visitor attractions

第一節景區資本管理任務/292

The mission about capital operation management of visitor attractions

第二節景區成本管理/304

Cost control of visitor attractions

第三節景區利潤分配/309

Profit disposition of visitor attractions

第四節景區融資管理/313

Financing management of visitor attractions

第十二章景區經營戰略管理/323

Chapter 12Business strategy management of visitor attractions

第一節景區經營戰略管理過程/324

The process about business strategy management of visitor attractions

第二節景區專業化戰略的管理/333

Specialization strategy management of visitor attractions

第三節景區集團化戰略的管理/338

Group Strategy of visitor attractions

第四節景區品牌化戰略的管理/341

Brand management strategy of visitor attractions

第五節景區國際化戰略的管理/344

International strategy management of visitor attractions

本課程閲讀推薦/353

Reading Recommendation

參考文獻/357

References ^[1]