作  者：吴必虎 尹  骏 出版商：新加坡商圣智学习亚洲私人有限公司台湾分公司 版  次：2012年4月第1版 版  号：ISBN 978-986-6121-60-9

内容简介：
    本书透过对全球观光规划研究上千种文献的整理，并结合作者本身亲自参与及主持的著名观光城市和风景区的规划实践，整合出完整的观光规划理论体系。在观光市场分析与观光资源评价基础上，进行观光产品选择开发，并布局于空间结构之中，面向消费者进行目的地行销；同时从旅游、接待、服务、风景区等各方面，为迎接旅客的到来做好准备。最后针对规划方案如何实施、控制，并对由此产生的影响和效应评估做出完整阐述。
    本书适合大专院校观光等相关科系、政府机构观光管理部门、观光风景区开发管理规划人员、观光规划咨询机构，以及其他对于观光发展有兴趣的人士参考使用。

目录：

序                                                                          

编序

第1章           观光研究与观光规划                                                   1

  1.1  引言：观光的增长                                                       2

1.2  观光与观光研究                                                        3

      1.2.1  相关概念辨析：休闲、游憩、观光与度假                              3

      1.2.2  观光产业的广泛关联性                                              8

      1.2.3  观光研究的综合性                                                 10

      1.2.4  观光规划及发展                                                  14

1.3  观光规划的多学科支持                                                 17

      1.3.1  观光系统理论                                                    18

      1.3.2  地理学与区域科学                                                 21

      1.3.3  城市与区域规划                                                  22

      1.3.4  经济学与管理科学                                                23

      1.3.5  生态学与景观学                                                   24

      1.3.6  人类学与社会学                                                  26

      1.3.7  心理学与行为科学                                                29

      1.3.8  历史学、考古学和遗产研究                                         29

1.4  观光规划的类型及案例                                                 31

      1.4.1  区域观光规划                                                    32

      1.4.2  目的地观光规划（城市观光规划）                                   35

      1.4.3  观光区规划                                                       37

1.5  观光规划的技术要求                                                   38

    1.5.1 观光规划的方法                                                  38

    1.5.2 观光规划的基本模式                                              45

    1.5.3 观光规划的编制程式                                              57

问题与讨论                                                                60

第2章  观光市场分析与预测                                                   61

  2.1  观光市场资料收集与分析                                                64

      2.1.1  现场流量测定与现状特征调查                                      64

      2.1.2  历史资料收集与分析                                             68

      2.1.3  观光市场特征及其影响因素分析                                    69

2.2  观光需求预测理论与技术                                               80

     2.2.1 客源市场空间分析                                               80

     2.2.2 观光需求预测定量方法                                            88

     2.2.3 观光需求预测定性方法                                            95

2.3  旅客消费行为                                                          98

     2.3.1 旅客动机理论                                                   98

     2.3.2 旅客类型和市场细分                                            100

     2.3.3 旅客目的地选择                                                103

     2.3.4 观光消费者行为模型                                            106

问题与讨论                                                               108

第3章  观光资源调查与评价                                                  109

3.1  观光资源分类                                                        111

3.2  观光资源调查与创新                                                  115

     3.2.1  一般资源调查                                                   115

     3.2.2  新资源的发现                                                    116

     3.2.3  资源（产品）创新                                               117

3.3  观光资源利用价值评价                                                118

    3.3.1  观光美学品质评价                                                119

    3.3.2  观光资源观光价值评价                                            122

    3.3.3  观光资源度假价值评价                                            123

    3.3.4  观光资源市场价值评价（观光目的地吸引力评价）                    130

    3.3.5  观光资源评价技术                                               132

3.4  观光资源定价                                                        133

    3.4.1  旅游费用法                                                     135

    3.4.2  享乐定价法                                                      138

    3.4.3  享乐旅游费用法                                                 139

    3.4.4  条件价值法                                                     139

    3.4.5  观光风景区经营权转让及定价                                      141

3.5  资源-产品转化适宜性评价                                              143

    3.5.1  游憩机会序列                                                  144

    3.5.2  资源-产品关系模式                                              147

    3.5.3  P-R评价法                                                      148

    3.5.4  观光资源开发模式                                               149

问题与讨论                                                               150

第4章  观光产品（吸引物）开发                                              151

 4.1  观光产品与产品树                                                     152

     4.1.1  观光产品                                                       152

     4.1.2  观光产品生命周期与产品更新                                      157

     4.1.3  观光产品树                                                     164

4.2  基于资源的观光益智旅游产品                                           168

    4.2.1  自然观光益智旅游                                               168

    4.2.2  人文观光益智旅游                                               170

4.3  基于休闲、娱乐和生活品质目的的度假观光                                176

    4.3.1  休闲活动与运动休闲观光                                          178

    4.3.2  观光娱乐与娱乐观光：从辅助产品到主导产品                         183

    4.3.3  度假观光及其主要产品                                            191

4.4  基于利益发展的商务旅行与相关观光产品                                 200

    4.4.1  商务旅行与观光                                                 200

    4.4.2  会展奖励观光                                                   202

    4.4.3  节事观光                                                       204

4.5  专项（主题）观光产品                                                   206

4.6  特殊兴趣观光                                                        209

4.7  观光产品开发战略与技术                                              215

    4.7.1  差异化定位战略                                                  216

    4.7.2  产品组合战略                                                   217

    4.7.3  产品开发昂谱模式                                               219

    4.7.4  体验导向的产品设计                                             222

问题与讨论                                                               224

第5章  观光休闲结构规划                                                   225

 5.1  空间结构的基本理论                                                  227

     5.1.1  区位论                                                         227

     5.1.2  经济地理理论                                                  231

     5.1.3  产业集群理论                                                  234

     5.1.4  分形理论                                                      235

 5.2  区域观光空间结构与区域观光合作                                       237

     5.2.1  区域观光空间结构理论及模型                                     237

     5.2.2  观光空间相互作用                                              239

     5.2.3  区域观光发展空间布局                                           245

     5.2.4  区域观光合作                                                  250

 5.3  环城游憩带                                                          253

     5.3.1  环城游憩带的形成和特征                                          253

     5.3.2  环城游憩带空间结构与演变趋势                                    259

 5.4  城市游憩空间规划                                                    262

     5.4.1  城市游憩空间结构                                               263

     5.4.2  城市观光空间结构                                                264

     5.4.3  城市观光功能区                                                 267

     5.4.4  案例：成都市区观光空间结构                                      270

 5.5  观光客流                                                            272

     5.5.1  旅行模式                                                       272

     5.5.2  观光客流空间结构                                               275

  问题与讨论                                                               278

第6章  目的地品牌建设行销规划                                              279

 6.1  目的地行销概述                                                      280

     6.1.1  目的地                                                         281

     6.1.2  目的地行销                                                     283

     6.1.3  目的地形象、品牌与行销                                          284

 6.2  目的地行销规划                                                      285

     6.2.1  从传统行销到目的地行销                                          285

     6.2.2  目的地行销规划                                                  287

     6.2.3  目的地行销规划内容                                             298

 6.3  目的地品牌建设                                                      304

     6.3.1  目的地品牌战略                                                 304

     6.3.2  目的地品牌建设的3P-3I模式                                       307

 6.4  目的地形象设计                                                      309

     6.4.1  观光目的地的形象                                               310

     6.4.2  目的地形象的感知                                                312

     6.4.3  目的地形象的构成                                               313

     6.4.4  目的地形象设计程式                                             316

     6.4.5  目的地品牌建设与形象设计案例分析                                322

 6.5  目的地行销行动计划—杭州案例                                         327

     6.5.1  行销组合方案                                                  328

     6.5.2  行动排程                                                      329

     6.5.3  经费预算方案                                                   333

  问题与讨论                                                              333

第7章  旅行、观光接待与服务规划                                            335

 7.1  旅行系统规划                                                        337

     7.1.1  观光交通规划                                                   337

     7.1.2  长江三峡区域观光交通规划案例                                    345

     7.1.3  风景道路规划案例                                               347

     7.1.4  旅行代理机构（旅行社）                                          349

 7.2  观光接待规划                                                        352

     7.2.1  观光接待业概说概述                                             352

     7.2.2  观光接待设施的类型与规划                                        358

 7.3  观光服务规划                                                        369

     7.3.1  餐饮服务规划                                                   370

     7.3.2  观光购物规划                                                   372

 7.4  资讯服务与解说规划                                                  383

     7.4.1  观光资讯服务                                                   383

     7.4.2  观光解说规划                                                   386

  问题与讨论                                                               394

第8章  旅游区的规划                                                       395

  8.1  旅游区规划概述

     8.1.1  旅游区类型及其规划导则                                          396

     8.1.2  旅游区规划类型及流程                                           400

 8.2  旅游区总体规划                                                      402

     8.2.1  遗产型旅游区：风景名胜区观光总体规划                            402

     8.2.2  遗产型旅游区：生态旅游区总体规划                                404

     8.2.3  遗产型旅游区：历史文化旅游区总体规划                            406

     8.2.4  商业型旅游区：旅游度假区整体规划                                409

 8.3  旅游区详细规划                                                      413

     8.3.1  旅游区详细规划概述                                              413

     8.3.2  旅游区详细规划案例                                             416

 8.4  旅游区景观设计                                                      422

     8.4.1  观光景观与景观规划                                             423

     8.4.2  秦皇岛滨海植物园和鸟类博物馆景观设计（俞孔坚等，2006）          423

 8.5  旅游区建筑设计                                                      426

     8.5.1  观光建筑                                                       426

     8.5.2  昆都伦川旅游区建筑设计（汪芳，2006）                            427

     8.5.3  呼和浩特市新城区观光发展总体规划                                430

  问题与讨论                                                               436

第9章  观光规划影响评估与管理                                             437

9.1  观光影响                                                             438

    9.1.1  观光影响模型                                                   438

    9.1.2  观光的经济影响                                                 440

    9.1.3  观光的环境影响                                                 442

    9.1.4  观光的社会文化影响                                             444

9.2  永续观光规划                                                        447

    9.2.1  永续观光的提出                                                 448

    9.2.2  永续观光指标与评价                                             450

    9.2.3  永续理念下的观光规划                                            452

9.3  观光规划影响评估与管理工具                                           457

    9.3.1  永续观光管理框架                                               457

    9.3.2  永续观光规划基础：观光承载量                                    458

    9.3.3  永续观光管理工具及其在规划中的应用                              461

    9.3.4  永续观光规划监控手段                                            463

问题与讨论                                                               466

第10章  观光规划实施与监控                                                 467

 10.1  实施过程及评估                                                     468

      10.1.1 实施过程及评估                                               468

      10.1.2 规划实施方法                                                  470

      10.1.3 规划实施的监控和评估                                          472

 10.2  影响实施的外部因素                                                 476

      10.2.1 外部因素及影响                                                476

       10.2.2 外部影响控制及应对方法                                         479

 10.3  政府与政策                                                         482

      10.3.1 政府在观光发展中的作用                                         482

      10.3.2 观光政策                                                       487

      10.3.3 观光立法                                                      488

 10.4  土地供给与规划实施                                                 489

      10.4.1 观光与土地                                                   489

      10.4.2 观光用地的特性                                               489

      10.4.3 国家用地政策与规划协调                                        490

      10.4.4 观光用地获得                                                 491

 10.5  资金保障                                                          492

      10.5.1 资金需求                                                     493

      10.5.2 政府投资                                                      493

      10.5.3 投资激励政策措施                                             494

      10.5.4 观光规划的财务控制                                            495

 10.6  人力资源支持                                                       497

      10.6.1 人力资源保障                                                  497

      10.6.2 人力资源规划及其实施                                           498

  问题与讨论                                                               500