目录序言...........................................................................3第一章规划总则..................................................................3第一节规划目的及任务..........................................................3第二节规划时限................................................................3第三节规划范围................................................................3第二章水镇中所旅游业发展环境及前景..............................................3第一节旅游业发展宏观背景......................................................3一、国内旅游发展趋势.........................................................3二、旅游业发展特点...........................................................4第二节区域旅游现状分析........................................................4一、四川省旅游现状分析.......................................................4二、凉山州旅游发展状况.......................................................5三、越西县旅游现状分析.......................................................6第三节水镇中所旅游资源现状分析................................................6一、现状资源分析.............................................................6二、SWOT分析................................................................7三、小结.....................................................................7第三章水镇中所旅游开发战略规划..................................................8第一节旅游发展目标及战略......................................................8一、规划目标.................................................................8二、总体战略.................................................................8三、具体战略.................................................................8第二节旅游品牌塑造...........................................................10一、规划品牌形象定位........................................................10二、旅游主题形象口号........................................................10三、规划理念................................................................10第四章水镇中所旅游产品开发规划.................................................13第一节水镇中所旅游产品发展战略...............................................13第二节旅游产品发展规划.......................................................13一、文昌宗教文化旅游产品....................................................13二、古镇水乡休闲旅游产品....................................................13三、观音河生态湿地旅游产品..................................................14四、彝寨村寨风情旅游产品....................................................14五、其他旅游产品............................................................15第三节总体结构规划...........................................................15一、一环....................................................................15二、三轴....................................................................15三、六区....................................................................15四、七点....................................................................16第四节旅游线路规划...........................................................16第五章市场营销规划.............................................................16第一节市场营销总体战略.......................................................16一、目标市场界定........
