峄山风景区作为中国开发较早的景区之一,历经多年开发经营已取得了一定的业绩,奠定了一定的市场基础,但随着国内外旅游业的迅猛发展,游客需求和偏好的改变以及旅游市场格局的变化,峄山风景区面临着如何进行转型升级、避免品牌老化和衰退的难题。本研究立足于景区实际,结合自身在峄山风景区长期的管理经验,对景区发展提出几点思考,希望能为景区以后的大发展大跨越建言献策。 As one of the earlier scenic spots developed in China, Dangshan Scenic Area has achieved certain achievements after years of development and operation and lays a certain market foundation. However, with the rapid development of tourism at home and abroad, changes in tourists’ needs and preferences and Changes in the pattern of the tourism market, Dangshan Scenic Area is facing the transformation and upgrading how to avoid the brand aging and recession problems. Based on the actual conditions of the scenic area, this study, based on its own long-term management experience in the scenic area of ​​Mt. Dangshan, made some reflections on the development of the scenic spot, hoping to offer advice and suggestions for the great leap forward of the scenic area.