笔者采用问卷调查、实地访谈等研究方法,对象山滨海旅游目的地饭店体系的总量结构、空间布局、经营状况、客源特征等情况进行了调查研究。本文认为,其饭店体系存在经营业态单一、同类产品竞争激烈、产品供大于求、主题度假酒店个性缺失、客源相对单一、游客消费规模不大等问题,需要从总体供应适量发展、总体布局适度聚集、品牌项目适当引进、经营管理适应转型、产品形态适时创新、政策扶持适配实用等方面入手调整其发展策略。 The author uses questionnaires, field interviews and other research methods, the object mountain coastal tourist destination hotel system structure, spatial layout, business conditions, source characteristics and other conditions were investigated. This article argues that the hotel system has the following problems: single business operation mode, intense competition among similar products, oversupply of products, lack of individuality of themed resort hotels, relatively single source of customers, and small scale of tourists’ consumption. The overall supply should be moderately modest Aggregation, the appropriate introduction of brand projects, operation and management to adapt to the transition, product innovation in a timely manner, adaptation and practicality of policies to start adjusting its development strategy.