澳门旅游产品多元化发展策略研究课题组
课题组组长: 张广瑞,中国社会科学院旅游研究中心主任、研究员
课题组成员: 刘德谦,中国社会科学院旅游研究中心副主任、教授
李明德,中国社会科学院旅游研究中心副主任
金 准,中国社会科学院旅游研究中心,博士
李为人,中国社会科学院旅游研究中心,博士研究生
报告执笔人: 张广瑞 李为人 金 准
摘 要
近年来,随着博彩经营权开放及内地居民赴澳“个人游”政策的实施,澳门旅游业一直保持着较高的增长速度。从发展轨迹和趋势上看,澳门旅游业与博彩业的发展有着明显的相关性。为保证澳门社会经济的健康发展,旅游产品多元化成为旅游业发展的突破口,这一观点在澳门取得了广泛的共识,并得到了澳门特区政府和旅游业界的高度重视。本研究报告试图在已有相关研究的基础上,进一步探讨澳门旅游产品多元化发展的模式,明确发展战略,细化开发策略,以推进旅游业多元化发展的进程。本报告共分八个部分。
报告的第一部分是绪论,简要介绍本课题立项的背景以及研究的预期目标、研究的方法和路径。
第二部分为文献综述,是整个研究的基点。其重点是回顾澳门特区政府多年来关于“经济适度多元化战略”的阐述、梳理学术界对澳门“经济适度多元化”研究的成果和分析业界在产品多元化进程中取得的进展。报告认为,澳门特区政府关于经济适度多元化的发展方向越来越明确,学术界的探讨越来越深入,政府与业界的努力产生了良好的效果,奠定了发展基础,未来发展的关键是将战略变成具体的政策和行动。
第三部分是概念的限定与辨析。在对经济多元化、产业多元化和产品多元化等基本概念及其相互关系辨析的基础上,突出分析了澳门经济多元化发展的必要性、可能性和长期性,旨在为澳门旅游产品多元化发展策略的研究提供统一认识的基础。
第四部分是对澳门旅游产品多元化的现状分析。通过对现状的分析,报告强调指出澳门旅游产品存在“开发不足、关联度不高、结构不合理”等问题。旅游产品多元化进展缓慢则是由于缺乏将理念变成具体行动的途径、政府各部门间缺乏有效沟通和协调以及澳门自身的特殊性等多方面的原因所致。因而,澳门旅游产品多元化需要按计划、分阶段、分步骤地实施,在不同阶段确定不同的目标,制定相对应的政策和对策,循序渐进。
第五部分是澳门旅游产业多元化发展模式的探讨。报告提出了不同于“横向式”和“垂直式”的“网络式”多元化发展模式。所谓“网络式”发展模式,是指以“大旅游”为核心,以博彩业为重点,一方面延长博彩业的产业链,保持博彩业发展的优势,另一方面培养和扶植娱乐、餐饮、会展、休闲、文化创意等新型行业,把综合性的旅游业做大,逐渐使澳门成为世界著名、特色突出的旅游休闲目的地。据此,提出澳门旅游产品多元化发展为“定向”(以独具特色的休闲旅游目的地为澳门旅游业未来发展方向)、“固本”(充分发挥博彩业优势,提升其产业竞争力,增强推进以“大旅游”为主体的产品多元化的能力和动力)、“扩源”(充分发挥澳门文化资源和设施的优势,做大服务业,强化文化事业与旅游业的结合,拓宽旅游客源市场)、“借力”(充分利用政治优势和区位优势,构筑区域间互惠互利的旅游服务业合作平台,借助外部的资源和市场的力量,寻求新的发展空间)的思路。
第六部分是对政府的建议。包括推动旅游立法、建立协调机制、制定产业政策、完善旅游公共服务体系以及促进某些特定产品开发的支持等方面的建议。
第七部分是专项产品开发的案例研究。本部分试图细化旅游产品多元化的策略,提出近期推动旅游产品多元化进程的具体措施,这些案例的研究主要是产品多元化发展的示范,其中包括世界遗产旅游产品的开发、大三巴牌坊景区的改善、设立澳门博彩文化博物馆、开发海上和滨海旅游产品以及构建婚庆旅游目的地等方面的建议。
第八部分就澳门旅游产品多元化进程的保障及监测做了简要提示。
报告的结束语指出,澳门经济多元化是一项长期艰巨的过程。和澳门整体经济多元化一样,旅游产品多元化的实现是一个长期、渐进的过程,澳门政府必须根据特殊的区情和特定的国际环境,与业界通力合作,开发具有独特竞争力的旅游系列产品,以加快澳门旅游业多元化的进程。
Abstract
With the liberalization of gaming industry and implementation of the Mainland’s policy of “individual travel” to Macau, the tourism industry in Macau has been growing rapidly in the recent years. In the view of process of development and future trends, an outstanding correlation can be found between tourism and gaming business. In order to ensure a sound growth of Macau’s social and economic development, product diversification might be the focal point of tourism development, and this has been widely recognized, and highly regarded by the Macau Special Administrative Region’s government and the tourism industry. This report is to, based on the related studies, further explore the proper mode of tourist product diversification, make the strategy clear and policy specific, in order to speed up the diversification process of tourism industry.
This report is composed of 8 parts.
Part I as the preface, introduces the background of this research project, the anticipated results and research approaches.
Part II is the literature review, the starting point of the research. This part mainly reviews Macau SAR government statements of “diversification strategy” in the past years since its establishment, summarizes the findings of academia in their studies on “appropriate diversification of economy” in Macau, and analyzes the progress made by the industry in this aspect. The report deems that the policy of Macau SAR government about economic diversification becomes much clearer, and exploration of academia gets more deeply, and efforts by the government and industry have gained better results, laying down a good basis for the diversification. The key for the future development is to turn the strategy into concrete policies and actions.
Part III is concept definition and clarification. On the basis of clarification of diversification of economy, industry and product and their relationship, the report stresses the necessity, possibility and long-term nature of the economic diversification in order to prepare a basis of common understanding for the research of tourist production diversification in Macau.
Part IV is an analysis of present situation of tourist product diversification. The report points out that tourist product in Macau still suffers from problems of under-development, less correlated and improper structure, and the slow progress made in tourist product diversification is the result of lack of practical ways to turn the concept into action, lack of effective communication and coordination among government bodies, and that of the inherent particularity of economic diversification in Macau. Therefore, the diversification of tourist products should be implemented step by step, with clear goal and corresponding policies and measures for various stages.
Part V is an exploration of mode for tourist industry diversification. This report puts forward a “network mode”, different from “vertical” and “horizontal” ones. Within this mode, tourist industry in broad sense is the core while the casino business as the major component. At time of extending the industrial chain of casino business to maintain its competitiveness, other businesses such as entertainments, catering, MICE, leisure and cultural creativity should be well fostered and supported in order to enlarge the integrated tourism industry, making Macau a world leading tourism and leisure destination with outstanding features. Hereby, the report summarizes the general principle for tourist product diversification in Macau as “orientation setting”(the orientation for development of Macau tourism is to turn Macau into a distinctive tourism and leisure destination),“principal strengthening ”(upgrading the competitiveness of the gaming industry, and enhancing its ability and force to promote the process of diversification with tourism as the mainstay),“source expanding ”(capitalizing the superiority of cultural resources and facilities, enforcing the combination of culture and tourism, and diversifying market segments)and “ external resources using”(with the political and location advantage and regional co-operation platform, making the best use of external resources and markets to seek more spaces for development).
Part VI provides proposals and recommendations to the government, including improvement of tourism-related legislation, establishment of coordinating mechanism, formulation of industrial policies, upgrading of public tourism service system and other proposals for supporting some specific tourist product development.
Part VII is the case studies for some specific tourism products. It tries to reify the tactics for tourist product diversification, and points out the immediate measures for the diversification progress. These cases serving as demonstration for diversifying the products include the development of world heritage sites, improvement the site around the Ruins of St. Paul’s, establishment of gaming cultural museum, development of sea-related products , and building Macau as a distinguished destination for wedding celebrations.
Part VIII outlines the measures to ensure and monitor the progress of diversification of tourist products.
The report concludes that Macau’s economic diversification is a long-term arduous process, so is the realization of diversification of tourist products. Therefore, Macau should spare no efforts in developing competitive tourist products based on its specific conditions and international climate in order to facilitate the process of diversification of tourist products in Macau.
目 录