蓬莱葡萄酒文化感言？英文双语对照

葡萄酒文化旅游是基于葡萄酒产业及葡萄酒文化相结合的一种旅游形式，是蓬莱产区独特的旅游资源，是蓬莱全域旅游的重要组成部分。近年来，在蓬莱市委市市政府的大力扶持下，形成了以葡萄酒企业、葡萄酒庄、葡萄种植园、葡萄及葡萄酒节等活动为主要表现形式的产品系列，在国内十大葡萄酒产区中，表现出明显旅游发展优势，获得了长足发展，涌现出一大批优秀的葡萄酒庄。比如：中粮长城葡萄酒有限公司是全国工业旅游示范点，君顶酒庄获评国家4A级景区，国宾酒庄获评3A级景区；君顶酒庄、国宾酒庄、瑞枫奥塞斯酒庄、古顶酒庄4家酒庄入选“烟台十大休闲葡萄酒庄”。葡萄酒文化旅游收入也日渐提高。2015年，君顶酒庄、国宾酒庄、苏各兰酒庄、文成城堡四家酒庄有门票收入的游客8.97万人，实现销售收入1970万元，人均消费219元；2016年，新增沃族酒庄、泰生小镇、金山罗斯兰等旅游酒庄，全年接待游客30.5万人次，营业收入9793万元，人均消费321元。

　　二、当前蓬莱葡萄酒文化旅游存在的问题

　　虽然蓬莱葡萄酒旅游虽取得较大发展，但总的说来葡萄酒文化旅游，依然是走马观花式旅游，始终没有迎来市场突飞猛进式发展。比如接待水平和规模最突出的君顶酒庄，全年接待游客仅为6.8万人次、旅游收入2500万元，是蓬莱阁景区149万人次、1.78亿元的4%和14%。酒庄旅游的市场成效不足全市924万游客人次、114亿元旅游综合收入的5%。如果以全市酒庄年最大接待容量300万人次计算，接待数只占到总接待能力的9%，发展空间巨大，有待深入挖掘。

　　（一）企业对葡萄酒文化旅游重视程度不够

　　首先，尚未完全认识到旅游贡献的直接经济效益、对企业品牌的宣传力度，以及旅游者亲身体验中建立的对企业的信任度和忠诚度等重要意义。其次，企业对酒庄旅游投入较少，旅游基础设施规划建设不完善，在旅游市场日益发达的今天，很难使游客获得满意的旅游体验。再次，部分酒庄虽然对旅游重要性有一定的认识，主动拉近与旅行社、各类旅游联盟的关系，积极突破发展旅游市场。但由于专业理论与知识的欠缺和葡萄酒旅游积淀的薄弱，难以进行合理的规划开发，错失发展机遇。

　　（二）各葡萄企业没有认识到资源整合的作用

　　主要表现在：一是缺少全市葡萄酒文化旅游整合机制。目前我市尚未在体制、机制上将各酒庄联合起来，形成统一主题。全市缺少对葡萄酒企业、酒庄沿线文化旅游景点等旅游元素的整合，没有形成具有蓬莱产区特色的葡萄酒旅游线路。二是缺少葡萄酒文化旅游的联合营销平台。目前，各葡萄酒企业和酒庄单打独斗，各自为战，各自跑市场、独立找客源，在与旅行商特别是省内外大型旅行商合作时，在线路购买、产品定价方面没有谈判优势而是进行恶性竞争。三是缺乏有效的葡萄酒文化旅游的推广手段，大多数企业仍沉浸在单一依靠产品盈利的僵化思维之下，忽视了“互联网+葡萄酒文化旅游”模式所带来的潜在利益，互联网营销意识淡薄

Bishop culture travel is the form of a kind of travel that is based on union of wine industry and bishop culture photograph, it is a fabled abode of immortals produce the travel resource with distinctive area, it is the main component that macrocosm of a fabled abode of immortals travels. In recent years, in municipal government of city of municipal Party committee of a fabled abode of immortals give aid to energetically below, formed the range of products that reachs the activity such as wine division to be main show form with plantation of wine business, wine place of business, grape, grape, in home 10 old wine produce a division in, show apparent travel to expand a dominant position, achieved great progress, emerge in large numbers gives large quantities of one outstanding bishop banks. For instance: Limited company of bishop of grain Great Wall is demonstrative dot of countrywide industry travel in, wine place of business obtains Jun Ding review area of scene of national 4A class, place of business of state guest wine wins division of scene of the class that judge 3A; Place of business of place of business of Jun Ding wine, state guest wine, luck maple Aosaisi is wine place of business, ancient village carrying wine on the head 4 wine place of business is selected " 10 old recreational wine of Yantai village " . Income of bishop culture travel also rises with each passing day. 2015, 4 wine place of business has place of business of place of business of place of business of Jun Ding wine, state guest wine, Su Gelan wine, Wen Chengcheng fort the eighty-nine thousand seven hundred person of tourist of entrance ticket income, achieve sales revenue 19.7 million yuan, average per capita consumes 219 yuan; 2016, add newly fertile place of business of a group of things with common features wine, peaceful gives birth to the travel wine place of business such as Luo Silan of small town, golden hill, annual welcomes a visitor 305 thousand person-time, business income 97.93 million yuan, average per capita consumes 321 yuan.

2, the problem that travel of culture of bishop of current a fabled abode of immortals exists

Although although obtain greater progress,bishop of a fabled abode of immortals travels, but in general bishop culture travels, still be to trot along on horseback the type that watch a flower travels, did not welcome development of type of market advance rapidly from beginning to end. Recieve the gentleman with level and the most outstanding dimensions to carry wine place of business on the head for instance, annual recieves a tourist to be income of 68 thousand person-time, travel only 25 million yuan, it is area of scene of cabinet of a fabled abode of immortals 1.49 million person-time, 178 million yuan 4% with 14% . The market effect that wine place of business travels is not worth 11.4 billion yuan of 9.24 million tourist person-time of whole town, travel 5% of integrated income. If with place of business of whole town wine year the biggest recieve a capacity computation of 3 million person-time, recieve number to be occupied only 9% what always recieve ability, development space is vast, remain to be dug deep.

(one) the enterprise values level to bishop culture travel insufficient

Above all, the direct economic benefits that has not realise travel is contributed completely, conduct propaganda strength to company brand, and the to the enterprise degree of belief that tourist builds in personal experience and faithfulness are spent wait for principal port. Next, the enterprise is thrown to travel of wine place of business less, tourism infrastructure plan and construction is not perfect, develop increasingly in travel market today, make the tourist gains satisfactory travel experience very hard. Again, although partial wine place of business has certain knowledge to travel importance, pull actively concern alliedly with travel agent, of all kinds travel nearly, active breakthrough develops travel market. But because major is academic what accumulate with intellectual deficiency and bishop travel is fragile, undertake sound program is developed hard, delinquency expands opportunity.

(2) the effect that each grape enterprise did not realize resource is integrated

Main show is in: It is to lack mechanism of conformity of travel of culture of whole town bishop. At present the our city has not be in each wine place of business combines admiral of system, mechanism rise, form unified theme. Whole town lacks tourist attraction of travel of culture of along the line of place of business of pair of wine businesses, wine to wait for the conformity of travel element, did not form the bishop travel line that has a fabled abode of immortals to produce area distinguishing feature. 2 it is the associated sale platform that lacks bishop culture travel. Current, each wine business and singles of wine place of business are fought alone, it is battle severally, run severally the market, independence seeks passenger source, saving inside and outside especially with viatic business when large journey business cooperates, online road is bought, product price respect has malign competition however without negotiation advantage. The 3 promotion methods that are the bishop culture travel with effective lack, under the become rigid thinking that most enterprise still is enmeshed in gain of onefold support product, ignored " Internet + bishop culture travels " the potential benefit that mode place brings, internet sale consciousness is thin