The principle of constructing tourism product system

1. Tourism image positioning factors mainly include three aspects: locality, tourist market and competitive environment.

Locality analysis: "Any tourist destination has its own local characteristics, or geography". The positioning of tourism image of a tourist destination first comes from local uniqueness, which is a three-dimensional combination of comprehensive and regional natural geographical basis, historical and cultural traditions and social psychological accumulation. Therefore, the determination of locality includes three aspects: physical geographical characteristics, historical and cultural characteristics and social psychological accumulation. The first is the study of natural geographical characteristics. "Whether a place has completely different characteristics from other regions in terms of geographical characteristics, or occupies a special position, it may be strengthened and developed into a local image and become something that attracts tourists." Secondly, the study of historical and cultural characteristics. Local research also needs to investigate and analyze the historical process of tourist destinations, and find historical sites, historical figures, historical events and ancient cultural backgrounds with certain popularity and influence as important elements of locality. Finally, the study of social psychological accumulation. The development of human beings has historical continuity, and people living in a certain area are handed down from generation to generation, which is relatively stable. The same living environment makes their social ideology and behavior patterns show relative consistency, and these are also important aspects that constitute locality.

analysis of tourist market: with the rapid development of social economy and the continuous improvement of people's living standards, new tourism market demands are constantly emerging. In the process of developing tourism, tourist destinations need to carefully analyze and study the market demand of tourists and produce marketable tourism products. First of all, it is necessary to grasp the current consumer demand dynamics of tourists and understand their consumption hobbies; Secondly, determine the target consumer groups and carefully analyze the social composition, behavior patterns and psychological state of potential tourists; Finally, according to the characteristics of the tourist market, the tourism resources are screened to produce tourism products suitable for tourists' tourism consumption needs.

Analysis of competitive environment: With the vigorous development of tourism, new tourist destinations are constantly emerging, and the competition among tourist destinations is becoming increasingly fierce. Only a few tourist destinations in China have monopolistic tourism resources to develop tourism and have strong market competitiveness. The tourism resources of most tourist destinations are general and the phenomenon of similar short-distance tourism resources is very common. In this way, in the process of developing tourism, most tourist destinations must identify their own characteristics and advantages and avoid becoming direct competitors with those tourist destinations with similar resource types and conditions.

2. General method of positioning.

from the above, it can be seen that the positioning of tourism image is a complicated work, and it is necessary to comprehensively analyze the factors of tourism image positioning. First of all, carefully analyze the natural geographical basis, historical and cultural traditions and social psychological accumulation of the tourist destination, and dig out the local uniqueness of the tourist destination; Secondly, deeply investigate the tourist market, select the target tourist market, and screen and process the tourism resources of the tourist destination according to the tourism demand of the target tourist market; Finally, analyze the competitive environment of tourist destinations and find out their own competitive advantages.

according to the different comprehensive analysis results of tourism image positioning factors, different tourism image positioning strategies can be adopted. Specifically, there are leading positioning strategy, comparative positioning strategy, reverse positioning strategy and gap positioning strategy, and so on. Based on the comprehensive analysis of the factors of tourism image positioning of a region (tourist destination), the tourism image positioning can be determined by using appropriate tourism image positioning strategies. After accurately positioning the tourism image of a tourist destination, we can build a tourism product system closely around the tourism image positioning. The construction of tourism product system is a complex system engineering, so it is necessary to establish a general model of tourism product system in order to construct tourism product system conveniently and quickly.

The tourism product system is composed of many interrelated systems. System theory holds that "there are both horizontal and vertical connections between material systems". "Horizontal connection refers to the interaction between systems at the same level and between systems and environment, that is, the coherence relationship". The horizontal integration between tourism product systems is tourism image positioning, that is, the tourism product systems, subsystems and tourism products are horizontally connected in series through tourism image positioning. "Vertical connection refers to the relationship and interaction between system and subordinate system". The vertical causal chain between tourism product systems is the theme tourism product, that is, the tourism product that embodies the positioning of tourism image. On the basis of clarifying the vertical and horizontal relations between tourism product systems, a simple linear tree model diagram can be used to clearly and intuitively reflect the structural model of tourism product systems, thus providing reference for the construction of tourism product systems in tourist destinations.