西乌旗蒙古汗城文化旅游景区营销策略研究

发布时间：2018-04-22 18:39

本文选题：蒙元文化 + 西乌旗蒙古汗城　；参考：《内蒙古财经大学》2017年硕士论文

【摘要】：随着我国经济的迅猛发展,国民的生活已然发生了十分巨大的变化,从追求温饱,到物质享受,从留守原地,到探索世界,越来越多的人已经不再满足于物质上的富足。在物质享受之外,国人已然开始追求精神层面的满足。在这个过程中,旅游逐渐地成为了人们工作生活间隙的一项重要内容,旅游业因而迎来了极好的发展机遇。伴随着现代社会通讯、交通、信息技术的发展,旅游变得简单而触手可及,不同的价位、不同的线路、不同的方式、甚至不同的国家。旅游资讯和相关产品也如同信息爆炸般,充斥在各个网络平台,电视媒介上。如何在众多的旅游资源中脱颖而出,如何满足人们日益增长和多样化的旅游需求,成为了众多旅游目的地和旅游企业亟待解决的问题。基于此,旅游营销作为一种解决问题的策略和手段,被越来越广泛的应用在了竞争激烈地旅游市场之中。完善的旅游营销策略对旅游目的地的推广和旅游企业的发展起到了极大推动作用。针对我国旅游业来说,虽然行业已经取得到了极大的发展,但是其中所存在的问题却也十分明显。从国内旅游资源的分布不均,到各省市旅游发展情况的不同,从旅游相关产业发展滞后,到旅游从业人员的监管,这些问题正阻碍着我国旅游业的发展。以内蒙古为例,近几年来,虽然内蒙的旅游业势头十分红火,游客人数和旅游收入明显增加,但相较其他旅游业发达地区仍存在很大差距。市场定位模糊、产品单一、市场不规范、投入不足、促销力度不大等问题,都在制约着内蒙旅游业的发展。如何突出旅游定位,创建旅游品牌,开发旅游产品,是其中亟待思考和解决的问题。因此,本文以旅游营销为出发点,以西乌旗蒙古汗城文化景区的营销问题为例,以当地的蒙元文化和民族风俗为焦点,较完整地提出了西乌旗蒙古汗城文化旅游景区的营销策略,力求能对西乌旗蒙古汗城旅游业的发展提供参考。也为内蒙古旅游发展提供一个可参考的方法模式。
[Abstract]:With the rapid development of our country's economy, people's life has undergone great changes, from the pursuit of food and clothing, to material enjoyment, from staying in place, to exploring the world, more and more people are no longer satisfied with material abundance. In addition to material enjoyment, Chinese people have begun to pursue spiritual satisfaction. In this process, tourism has gradually become an important part of the gap between work and life, and tourism has ushered in excellent opportunities for development. With the development of modern communication, transportation and information technology, tourism becomes simple and accessible, with different prices, different routes, different ways, and even different countries. Travel information and related products are also like information explosion, full of various network platforms, television media. How to stand out in the numerous tourism resources and how to meet the increasing and diversified tourism demand has become a problem to be solved by many tourist destinations and tourism enterprises. Based on this, tourism marketing as a strategy and means to solve the problem, has been more and more widely used in the fierce competition in the tourism market. The perfect tourism marketing strategy has greatly promoted the promotion of tourism destination and the development of tourism enterprises. Although China's tourism industry has made great progress, but the existing problems are also very obvious. From the uneven distribution of domestic tourism resources to the different situations of tourism development in various provinces and cities, from the lagging development of tourism-related industries to the supervision of tourism practitioners, these problems are hindering the development of tourism in China. Taking Inner Mongolia as an example, in recent years, although the tourism industry in Inner Mongolia has become very popular, the number of tourists and the tourism income have increased obviously, but there is still a big gap compared with other developed tourism regions. Vague market position, single product, irregular market, insufficient investment and low promotion are all restricting the development of Inner Mongolia tourism. How to highlight tourism positioning, create tourism brands, and develop tourism products, is an urgent problem to be considered and solved. Therefore, this article takes the tourism marketing as the starting point, the west Wuqi Mongolia Khan city cultural scenic spot marketing question as the example, takes the local Mongolian Yuan culture and the national custom as the focal point, This paper puts forward the marketing strategy of Mongolian Khan City in Xiwu Banner in order to provide a reference for the development of tourism industry in Mongolia Khan City of Xiwu Banner. It also provides a method model for the development of Inner Mongolia tourism.
【学位授予单位】：内蒙古财经大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F592.7

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