灾后汶川旅游业发展研究
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摘要
旅游业被称为无烟产业,其对自然资源的依赖程度较高,因而,极易受到自然灾害的影响。近年来世界范围内自然灾害频发,旅游业也面临较为严峻的发展形势,以受自然灾害影响的旅游发展地为例,研究其灾后重建情况及旅游发展的策略和模式,以形成较完整的旅游地灾后重建及发展模式理论体系,有利于指导日趋频繁的旅游地灾后重建恢复工作。5.12大地震发生之后,汶川县旅游业遭受重创,在过去几年中,各政府相关部门以灾后重建为契机,重新确立旅游发展战略及目标,大力恢复和发展当地的旅游业。因此,分析汶川县旅游业灾后重建现状,总结其恢复建设的模式及发展经验,不仅对汶川当地制定下一步旅游业发展方针与政策具有一定的指导意义,而且对今后重大自然灾害后受灾地旅游业恢复重建思路亦有一定的参考价值。
本文首先分析了汶川县地震前后旅游业状况,对汶川县发展旅游业优势、旅游业资源类型、特色旅游资源进行了总结和评价,并对震后旅游业受损状况进行了评估；然后通过SWOT分析法,分析了目前汶川旅游业发展的优势和劣势、机会和威胁；进而对汶川旅游业再发展战略进行了分析,并总结了汶川旅游灾后重建成就及经验；最后对汶川旅游业的发展提出了相应的对策建议。
研究结果表明：震前汶川县旅游资源丰富,具有世界遗产大熊猫栖息地、中国民间艺术羌绣和动植物宝库三江生态风景区；震后新增地震遗址、地震文化等新兴旅游资源。震后经过三年多的发展,汶川旅游基础设施恢复提升、旅游品牌建设不断升级、旅游经济效益初见成效,并形成了独特的“汶川模式”。“汶川模式”的成功实施来自于,体制上坚持政府主导、政策倾斜、群众齐心；技术上坚持规划先行、严格实施、突出特色；实施上要求标准规范、树立品牌、升级调整；发展上以旅游为先导,调整和培育特色产业；内涵上坚持精神文明家园建设,注重灾后旅游“四个”文化。
Tourism is called smokeless industry. Its development strongly depends on natural resources, and is very easily influenced by natural disasters. In recent years, natural disasters happened more and more frequently worldwide. Facing it, it is important to study post-disaster reconstruction and tourism development mode based on a case of a tourist hotspot suffered natural disaster. Wenchuan earthquake caused severe damage to Wenchuan tourism. The local government of Wenchuan took the opportunity of the post-disaster reconstruction and renewed its development purpose of tourism to expanding tourist industries. Therefore, it not only has certain guiding significance to make further development policy of tourism, but also is valuable for other post-disaster reconstruction, by the analysis of present situation, development mode and experience of Wenchuan tourism post-disaster reconstruction.
This paper firstly analyzed the situation of Wenchuan tourist before and after the earthquake from its advantages in development, tourist resources and the evaluation of characteristic tourist resources. Secondly, it discussed the development achievement of the post-disaster reconstruction of Wenchuan tourism and its development models. Thirdly, it summarized the experience of Wenchuan mode. Finally, it gave out the developing countermeasures after analyzing the advantages and disadvantages, opportunities and threats of Wenchuan tourism development by SWOT.
The results of the study show that:Before the earthquake Wenchuan tourist resources are colorful, including the world heritage of the giant panda habitat, Chinese folk art of Qiang embroidery, the treasure—house flora and fauna in Sanjiang eco-tourism scenic spot and the new recourses like the earthquake ruins and the earthquake-related culture. After more than three years'development, Wenchuan tourism infrastructure has already been put in place, and the tourism brand construction of Wenchuan has been updated. Meanwhile, the tourism economic benefit has given initial results and formed the unique "Wenchuan" mode. The successful implementation of Wenchuan mode came from the leading of the government, the policy slant and a concerted effort of the masses in system; planning in advance, being strict to plan implementation plan and highlight its unique features on skills; being in accordance with the standards and establishing a brand in the process of implementation; Adhering to the tourism as the guide and developing the characteristic industry; sticking to the strategy of pushing forward material civilization and paying attention to post-disaster tourism "four" culture.
本文首先分析了汶川县地震前后旅游业状况,对汶川县发展旅游业优势、旅游业资源类型、特色旅游资源进行了总结和评价,并对震后旅游业受损状况进行了评估；然后通过SWOT分析法,分析了目前汶川旅游业发展的优势和劣势、机会和威胁；进而对汶川旅游业再发展战略进行了分析,并总结了汶川旅游灾后重建成就及经验；最后对汶川旅游业的发展提出了相应的对策建议。
研究结果表明：震前汶川县旅游资源丰富,具有世界遗产大熊猫栖息地、中国民间艺术羌绣和动植物宝库三江生态风景区；震后新增地震遗址、地震文化等新兴旅游资源。震后经过三年多的发展,汶川旅游基础设施恢复提升、旅游品牌建设不断升级、旅游经济效益初见成效,并形成了独特的“汶川模式”。“汶川模式”的成功实施来自于,体制上坚持政府主导、政策倾斜、群众齐心；技术上坚持规划先行、严格实施、突出特色；实施上要求标准规范、树立品牌、升级调整；发展上以旅游为先导,调整和培育特色产业；内涵上坚持精神文明家园建设,注重灾后旅游“四个”文化。
Tourism is called smokeless industry. Its development strongly depends on natural resources, and is very easily influenced by natural disasters. In recent years, natural disasters happened more and more frequently worldwide. Facing it, it is important to study post-disaster reconstruction and tourism development mode based on a case of a tourist hotspot suffered natural disaster. Wenchuan earthquake caused severe damage to Wenchuan tourism. The local government of Wenchuan took the opportunity of the post-disaster reconstruction and renewed its development purpose of tourism to expanding tourist industries. Therefore, it not only has certain guiding significance to make further development policy of tourism, but also is valuable for other post-disaster reconstruction, by the analysis of present situation, development mode and experience of Wenchuan tourism post-disaster reconstruction.
This paper firstly analyzed the situation of Wenchuan tourist before and after the earthquake from its advantages in development, tourist resources and the evaluation of characteristic tourist resources. Secondly, it discussed the development achievement of the post-disaster reconstruction of Wenchuan tourism and its development models. Thirdly, it summarized the experience of Wenchuan mode. Finally, it gave out the developing countermeasures after analyzing the advantages and disadvantages, opportunities and threats of Wenchuan tourism development by SWOT.
The results of the study show that:Before the earthquake Wenchuan tourist resources are colorful, including the world heritage of the giant panda habitat, Chinese folk art of Qiang embroidery, the treasure—house flora and fauna in Sanjiang eco-tourism scenic spot and the new recourses like the earthquake ruins and the earthquake-related culture. After more than three years'development, Wenchuan tourism infrastructure has already been put in place, and the tourism brand construction of Wenchuan has been updated. Meanwhile, the tourism economic benefit has given initial results and formed the unique "Wenchuan" mode. The successful implementation of Wenchuan mode came from the leading of the government, the policy slant and a concerted effort of the masses in system; planning in advance, being strict to plan implementation plan and highlight its unique features on skills; being in accordance with the standards and establishing a brand in the process of implementation; Adhering to the tourism as the guide and developing the characteristic industry; sticking to the strategy of pushing forward material civilization and paying attention to post-disaster tourism "four" culture.
引文
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[2]Harrison S.J, Winterbottom S.J, Sheppard C,1999. The potential effects of climate change on the Scottish tourist industry. Tourism Management,20(2):203-211
[3]Belle Nicole, Bramwell Bill,2005. Climate Change and Small Island Tourism:Policy Maker and Industry Perspectives in Barbados. Journal of Travel Research,44(1):32-41
[4]Berrittella Maria, Bigano Andrea, Roson Roberto, Tol Richard S.J,2006.A general equilibrium analysis of climate change impacts on tourism. Tourism Management,27(5):913-924
[5]Huang Jen-Hung, Min Jennifer C.H,2002. Earthquake devastation and recovery in tourism: the Taiwan case. Tourism Management,23(2):145-154
[6]Huan Tzung-Cheng, Beaman Jay, Shelby Lori,2004. No-Escape Natural Disaster Mitigating Impacts on Tourism. Annals of Tourism Research,31(2):255-273
[7]Huan Tzung-Cheng, Tsai Chin-Fa, Shelby Lori B,2006. Impacts of No-Escape Natural Disaster on Tourism:A Case Study in Taiwan. Advances in Hospitality and Leisure,(2):91-106
[8]Dale Dominey-Howes, Despina Minos-Minopoulos,2004. Perceptions of hazard and risk on Santorini. Journal of Volcanology and Geothermal Research,137(4):285-310
[9]Henderson Joan C,2007. Corporate social responsibility and tourism:Hotel companies in Phuket, Thailand, after the Indian Ocean tsunami. Hospitality Management,26(2):228-239
[10]Durocher Joe,1994. Recovery marketing:What to do after a natural disaster. The Cornell Hotel and Restaurant Administration Quarterly,35(2):66-71
[11]Faulkner Bill,2001. Towards a framework for tourism disaster management. Tourism Management,22(2):135-147
[12]Brent L.Crisis Management Strategy:competition and change in modern enterprises London:South-Wester,1993.
[13]C. Michael Hall, Dallen J,Timothy and David T, Duval. Safety and security in tourism: Relationships, Management and Marketing. The Haworth Hospitality Press,2003.
[14]Stephen J. page, Tim Bentley, Linda Walker. Tourist safety in New Zealand and Scotland:Annals of Tourism Research,2005,32(1):150-166.
[15]Vinay Chauhan.Safety and security perceptions of tourists visiting Kashmir, India:Advances in Hospitality and Leisure,2007(3):3-17
[16]Perry W H, Peter CK Towards a destination tourism disaster management framework: long-term lessons from a forsest fire disaster. Tourism Management,2008(29)151-162.
[17]Ingrid B,Sharyn R T. Do or die-strategic decision-making following a shock event. Tourism Research,2007,38:615-620
[18]龙良碧.重庆市主要旅游气象气候灾害及防治对策[J].重庆教育学院学报,2004,17(6)：56-59
[19]杨尚英,胡静.气象灾害对我国旅游业的影响[J].安徽农业科学,2010(13)
[20]刘彤.气象对旅游业的影响研究[D].东北财经大学博士论文,2011.
[21]周楚军.为旅游景区地灾防治敲响警钟—背景“7.21”特大暴雨灾害引发的思考[J].安全与健康,2012(23)：30-33.
[22]陈金华,秦耀辰,何巧华.自然灾害对海岛旅游安全的影响研究-以平潭岛为例[J].未来与发展,2007(8)：62-64.
[23]闫喜琴.我国旅游自然灾害救灾机制的缺失—以梅里雪崩时间为例[J].防灾科技学院学报,2008,10(3)：88-91.
[24]贺萍,王青春,刘汝敏等.野外工作和旅游过程中的潜在危险——泥石流地质灾害[J].资源环境与工程,2008,22(3)：339-341
[25]崔鹏,杨坤,韦方强等(2002).风景旅游区的泥石流灾情评估[J].水土保持学报,2002(02).
[26]何德伟,马东涛,黄海等.贡嘎山旅游景区泥石流灾害及减灾对策[J].水土保持通报,2008,28(1)：140-144
[27]贾鸿雁.汶川地震对四川遗产地旅游的影响及市场恢复策略前瞻[J].商场现代化,2008(10)：267-268
[28]鲍文.山区旅游业发展与泥石流灾害治理[J].水土保持应用技术,2008(03)：13-15.
[29]李倩.自然灾害对旅游地社区满意度影响探究—以四川省九寨沟景区为例[J].江西农业学报,2012(03)：190-193.
[30]吴良平,张健,王汝辉.基于SARIMA模型的汶川大地震对四川省旅游业影响的研究[J].旅游论坛,2012(03)：56-60,80.
[31]李传英.汶川的证候旅游景观的重构与保护[D].曲阜师范大学硕士论文,2012.
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