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1、2—以大英死海、自贡盐都为例赖斌1,4，杨丽娟2,3（1.西南交通大学交通运输学院，成都610031；2.成都信息工程学院管理学院，成都610103；3.四川大学文学与新闻学院，成都610064；4.成都职业技术学院旅游学院，成都610041）ASTUDYONMARKETVALUEEXPLORATIONANDDEPTHDEVELOPEMNTOFTOURISTPRODUCTWITHSALTCULTURETHEME——ACaseStudyofDayingDead-seaandZigongSalt-capitalLAIBin1,4，YANGL
2、i-juan2,3(1.CollegeofTraffic&Transportation,SouthwestJiaotongUniversity,Chengdu610031;2.CollegeofManagement,ChengduUniversityofInformationandTechnology,Chengdu610103;3.CollegeofLiteratureandJournalism,SichuanUniversity,Chengdu610064;4.TourismSchool,ChengduVocational&Tech
3、nologyCollege,Chengdu610041)Abstract:Saltcultureisakindofnewandexpandingtouristproductthemewhichcansatisfythetouristdiverseneeds.Thetransformationofsaltresourcestotouristproductisaneffectivebusinesstoolforshowingitsmarketvaluewhilethegoodunderstandingofthemarketvalueofsa
4、ltresourcesisapioneeractionformarketingpositionanddevelopmentdecision.Thepaperholdsthattheconnotationoftouristproductwithsaltculturetheme(TPSCT)shouldbedefinedwithintheframeofmodernmarketvalueconception(MVC)orientedbycustomers.Threeaspects,namely,target,functionandimage,
5、arediscussedtounderstandthethemeconnotationoftouristproductwithsaltculture.FortheempiricalanalysisofmarketvalueofTPSCT,theMVCofDayingDead-seaandZigongSalt-capitalisanalyzedasatypicalcase.Comparedwiththeproductcharacterandthemeposition,thevisiblecharactersofMVC,havebeenob
6、tainedwhilesomeinvisiblecharacters,arealsodiscoveredfromthevisualangleofeconomicsandtourismanthropologyinthispaper.Then,anewMVCnamedthetwincoresof"social-visitor"isputforwardwiththepost-modernitytourismcontext.Atlast,thedepthdevelopmentstrategyofTPSCTisexplainedasfollows
7、:1)Themepositioningcontainedwithcompoundtarget,diversifyingfunctionandimagesrepeatedshouldbeputintopractice.2)Wholetouristproductsshouldservetouristswithdifferentneeds,especiallyspecialitemofTPSCTproduct.3)TPSCTshouldkeepnotonlytheauthenticityofsaltculture,butalsotheattr
8、actiontotourist.4)Saltcultureproductwithdifferentresourcenaturalendowmentshouldchoosedifferentthemesfor
