【文章內(nèi)容簡介】 .......................................................78（二）京杭運河（杭州段） ............................................................85（三）湘湖 ........................................................................................87（四）千島湖 ....................................................................................88（五）天目山 ....................................................................................89（六）錢江潮 ....................................................................................89（七）西博會 ....................................................................................90（八）休博會 ....................................................................................90二、潛力品牌產(chǎn)品建設(shè) .......................................................................91（一）之江國家旅游度假區(qū) ............................................................91（二）新安江－富春江風(fēng)景道 ........................................................91（三）良渚文化遺址公園 ................................................................91（四）南宋皇城遺址公園 ................................................................92（五）旅游特色街 ............................................................................92（六）西溪濕地 ................................................................................92第九章 目的地營銷計劃 ....................................93一、目的地營銷總目標(biāo) .......................................................................93二、營銷組合方案 ...............................................................................93（一）形象塑造 ................................................................................93（二）需求導(dǎo)向的主題產(chǎn)品組合 ....................................................94（三）促銷策略 ................................................................................94（四）促銷方式 ................................................................................94（五）分銷渠道 ................................................................................95（六）節(jié)事活動 ................................................................................96三、營銷行動計劃 ...............................................................................96（一）行動計劃 ................................................................................96（二）經(jīng)費預(yù)算 ................................................................................97四、營銷績效管理 ...............................................................................97五、分目標(biāo)市場國際營銷 ...................................................................98（一）日本市場 ................................................................................98（二）韓國市場 ................................................................................99（三）港澳臺、東南亞市場 ..........................................................100（四）歐美市場 ..............................................................................102六、分目標(biāo)市場國內(nèi)營銷 .................................................................103（一）北京都市圈 ..........................................................................104（二）上海都市圈 ..........................................................................105（三）廣州都市圈 ..........................................................................106第十章 城市服務(wù)與旅游企業(yè)建設(shè)規(guī)劃 .......................108一、政府策略與計劃 .........................................................................108二、接待設(shè)施與服務(wù)規(guī)劃 .................................................................109（一）酒店業(yè)提升規(guī)劃 ..................................................................109（二）旅行社及其服務(wù)規(guī)劃 ..........................................................110（三）旅游區(qū)服務(wù)規(guī)劃 ..................................................................111（四）餐飲服務(wù)規(guī)劃 ......................................................................112三、旅游商貿(mào)服務(wù)規(guī)劃 .....................................................................112（一）目標(biāo)與重點領(lǐng)域 ..................................................................112（二）旅游商品發(fā)展對策 ..............................................................113（三）特色旅游街區(qū)建設(shè) ..............................................................113（四）發(fā)展特色購物游計劃 ..........................................................114四、國際會展設(shè)施建設(shè) .....................................................................115第十一章 作為目的地的城市規(guī)劃響應(yīng) .......................117一、土地利用布局的優(yōu)化 .................................................................117（一）城市各類土地利用的原則 ..................................................117（二）風(fēng)景旅游用地的要求 ..........................................................118（三）圍繞西湖的圈層結(jié)構(gòu)與放射結(jié)構(gòu) ......................................119（四）城區(qū)內(nèi)部空間結(jié)構(gòu) ..............................................................119二、風(fēng)景城市的景觀建設(shè) .................................................................120（一）城市總體景觀建設(shè) ..............................................................120（二）城市景觀組合對城市規(guī)劃布局的要求 ..............................121三、目的地城市的公共設(shè)施建設(shè) .....................................................123（一）城市旅游服務(wù)體系 ..............................................................123（二）城市公共標(biāo)識系統(tǒng) ..............................................................123第十二章 交通設(shè)施及其服務(wù)規(guī)劃 ...........................124一、航空交通規(guī)劃 .............................................................................124二、鐵路交通規(guī)劃 .............................................................................125三、水路航運交通規(guī)劃 .....................................................................125四、市域交通規(guī)劃 .............................................................................126（一）近期建成“一小時半”交通圈的交通骨架 ......................126（二）建立完善的交通服務(wù)體系 ..................................................126五、重點旅游景區(qū)交通規(guī)劃 .............................................................127第十三章 規(guī)劃實施的政策支持與保障條件 ...................128一、加快立法進程，依法治旅 .........................................................128二、服務(wù)大旅游，健全管理體制 .....................................................129三、消除壁壘，積極推進長三角旅游一體化 .................................130四、引導(dǎo)民營資本，健康發(fā)展旅游 ...............................................