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《桂林国际旅游胜地建设发展规划纲要》提出,至2020年,国际旅游胜地基本建成,成为世界一流的山水观光休闲度假旅游目的地、国际旅游合作和文化交流的重要平台。城市文化特色突出,城镇化率高于全国平均水平,城乡生态环境达到国际优良水准。旅游总收入占地区生产总值比重超过四分之一,旅游公共服务体系和综合服务功能完备,形成一批有影响力的旅游、会展、文化品牌。交通条件全面优化,服务业增加值比重达到50%以上,形成服务业为主体,现代农业、高技术产业、先进制造业协调融合发展的现代产业体系。文化、教育、卫生、社会保障等社会事业全面发展。
一、桂林国际旅游胜地的出台背景及战略定位
2009年12月,国务院出台《关于加快发展旅游业的意见》(国发[2009]41号),提出“把旅游业培育成国民经济的战略性支柱产业和人民群众更加满意的现代服务业”。接着,又下发了《关于进一步促进广西经济社会发展的若干意见》(国发[2009]42号),提出建设“桂林国家旅游综合改革试验区”,要求“桂林要充分发挥旅游资源优势,打造国际旅游胜地”。根据国务院指示精神,国家发改委于2012年11月1日批复了《桂林国际旅游胜地建设发展规划纲要》(以下简称《规划纲要》)。由此,桂林国际旅游胜地建设正式开局。
《规划纲要》提出了桂林国际旅游胜地建设的战略定位和发展目标。其战略定位是:世界一流的旅游目的地、全国生态文明建设示范区、全国旅游创新发展先行区、区域性文化旅游中心和国际交流的重要平台。在落实其战略定位的基础上,提出了具体的发展目标:至2020年,国际旅游胜地基本建成,成为世界一流的山水观光休闲度假旅游目的地、国际旅游合作和文化交流的重要平台。城市文化特色突出,城镇化率高于全国平均水平,城乡生态环境达到国际优良水准。旅游总收入占地区生产总值比重超过四分之一,旅游公共服务体系和综合服务功能完备,形成一批有影响力的旅游、会展、文化品牌。交通条件全面优化,服务业增加值比重达到50%以上,形成服务业为主体,现代农业、高技术产业、先进制造业协调融合发展的现代产业体系。文化、教育、卫生、社会保障等社会事业全面发展。
要实现全面建设桂林国际旅游胜地这个发展目标,自然要考虑如何提升桂林国际旅游胜地建设的核心竞争力问题。
二、核心竞争力概念
核心竞争力的概念,最早由美国学者加里·哈默尔和普拉哈拉德提出。他们认为,核心竞争力是能使公司为客户带来特殊利益的独有技能或技术,其识别标准有四项:价值性、稀缺性、不可替代性和难以模仿性。可以这样理解:这种“独有”的技能或者技术,必须符合上述识别标准的一项以上。
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