我国城市历史街区的旅游体验价值适度开发研究

　　本著作系国家社科基金后期资助项目（19FGLB018）的重要研究成果，全书分13章设计和呈现。-4章为立论基础研究。首先阐释“文旅融合”的产业背景与“生态文明”的国家战略，梳理国内外研究进展并界定核心概念，接着探究基于复杂顾客体验的历史街区价值认知与测度问题，以确立历史街区复杂顾客体验价值分析框架。第5-8章主要探索历史街区的旅游开发模式选择问题。首先探究顾客体验价值形成与实现的二维路径以及免费体验模式的营销机理，构建地区整合体验品牌化战略框架，然后通过单案例、双案例研究归纳我国城市历史街区旅游价值开发的典型模式。第9-12章重点进行城市历史街区的旅游价值“适度开发”评价。首先通过质性研究探讨我国城市历史街区的旅游价值“适度开发”及其评价问题，构建模型，然后运用重要性分析（IPA）、层次分析法（AHP）以及模糊综合评价法进行多案例研究与验证。第13章主要探讨我国城市历史街区的旅游可持续发展对策。首先通过质性研究分析遗产旅游资源的特点，提炼遗产旅游可持续发展的关键要素，然后依据问题导向讨论并构建我国城市历史街区旅游可持续发展的战略规划及策略体系。

　　郑锐洪，男，1966年2月出生，贵州遵义人，中山大学哲学学士、马克思主义哲学硕士，中国人民大学商学院营销管理博士。现天津工业大学经济与管理学院教授、硕士生导师，曾任天津工业大学管理学院企业管理系主任。主讲本科《渠道管理》、《品牌管理》、《服务营销》以及MBA《营销管理》等课程，研究服务营销、体验营销与历史文化街区旅游开发等主题。主持国家社科基金项目1项：我国城市历史街区的旅游体验价值适度开发研究（19FGLB018），主持省部级项目5项，发表学术论文50余篇，出版专著1部（郑锐洪著.中国营销理论与学派.首都经贸大学出版社，2010年），出版教材4部（其中1部为“十二五”重量规划教材）。

第1章导论···········································································11．1问题的提出···································································11．2内容与方法框架·····························································7第2章理论综述····································································132．1历史街区的概念演进······················································132．2历史街区保护与旅游开发研究··········································152．3历史街区的价值与旅游体验价值·······································
172．4历史街区开发适宜性与适度性研究····································202．5“生态文明”与“旅游可持续发展”研究·····························24第3章地区复杂体验价值认知··················································383．1体验价值概念·······························································383．2地区体验价值的复杂性···················································403．3地区体验价值结构维度及其指标体系·································433．4结论与展望··································································47第4章城市历史街区复杂顾客体验价值测度································
494．1文献回顾与分析框架······················································504．2数据采集·····································································524．3基于复杂顾客的实证分析················································544．4结论与讨论··································································
62第5章城市历史街区旅游体验价值整合开发单案例研究·················655．1文献回顾与分析框架······················································665．2研究方法与数据采集······················································675．3案例分析·····································································
695．4结论及其整合营销对策讨论·············································76第6章城市历史街区旅游体验价值开发模式双案例研究·················826．1文献回顾·····································································836．2理论模型与研究方法······················································856．3案例分析······································································896．4跨案例分析··································································946．5研究结论与管理启示······················································99第7章城市历史街区旅游体验价值适度开发质性研究
··················1027．1我国城市历史街区的“过度开发”问题····························1037．2城市历史街区“文旅融合”开发模式探讨·························1057．3城市历史街区旅游体验价值适度开发评价·························1097．4结论与启示································································114第8章国内历史街区旅游体验价值适度开发多案例研究···············1178．1文献回顾···································································1188．2理论框架···································································1208．3研究方法···································································
1228．4案例分析与讨论··························································1268．5研究结论与展望··························································137第9章城市历史街区的旅游体验价值开发适宜性评价··················1409．1文献回顾与理论分析框架··············································1419．2研究方法与数据采集····················································1439．3信度、效度检验··························································1459．4历史街区的旅游价值开发适宜性IPA分析·························1479．5结论与讨论································································
153第10章城市历史街区的旅游体验价值开发适度性评价················15510．1相关研究进展····························································15610．2理论分析框架····························································16010．3研究方法设计····························································
16110．4实证分析··································································16610．5研究结论与讨论·························································172第11章我国城市历史街区旅游可持续发展对策探讨···················17411．1城市历史街区旅游可持续发展的理论问题························17511．2其他国家和地区历史街区文旅开发的成功实践··················18411．3我国城市历史街区旅游可持续发展战略规划·····················19511．4我国城市历史街区适度旅游开发策略体系构建··················20411．5结论与展望·······························································217附录··················································································
220附件1：城市历史街区复杂顾客体验价值认知调查问卷·············220附件2：城市历史街区旅游体验价值开发适宜性调研问卷··········222附件3：城市历史街区旅游体验价值开发适度性调研问卷··········225附件4：全国50条“历史文化名街”名录······························227参考文献···············································································229后记··················································································