鄂西生态文化旅游圈旅游市场营销策略研究

发布时间：2018-10-30 07:40

【摘要】：本文主要是研究鄂西生态文化旅游圈旅游市场营销策略问题。首先，提出了选题的背景和意义，对国内外的旅游营销理论进行了基本阐述，构成了本文的理论基础。接着对鄂西生态文化旅游圈旅游业基本情况进行了归纳总结，包括鄂西旅游圈概况，旅游市场现状、存在的问题、所处的宏微观环境以及旅游营销实施现状。在阐述鄂西旅游圈旅游现状的基础上，从目标市场增长角度、吸金力角度、资源特色角度对鄂西旅游圈的国内旅游市场进行了细分，同时也对鄂西旅游圈旅游客源市场进行了细分，将游客分类为以观光生态休闲度假为目的，，以宗教朝拜和文化朝觐为目的，以会议考察和学习为目的，以特色旅游为目的四大类，并对旅游目标市场进行了选择，将鄂西旅游圈旅游形象总体定位为“中国山水人文景观富集区”，还分别对旅游细分市场分别进行了形象定位，为最大化地做大目标市场，本文根据营销7Ps理论，具体研究细化了鄂西旅游圈的产品策略、价格策略、渠道策略、促销策略、人员策略、过程策略、展示策略，在这些策略里面，重点是做好旅游产品的开发，开展有力度的促销。在细化7Ps策略的同时，本文还单独细化了鄂西旅游圈的网络营销策略，具体包括：加强旅游网站建设、开通景区官方微博、做好网络搜素引擎和IM（即时通讯）营销，网络营销策略中的重点是建设好功能齐全、信息灵敏的综合型旅游网站。最后，本文提出了鄂西旅游圈旅游市场营销策略建议：完善鄂西旅游圈组织结构建设，完善鄂西旅游圈旅游管理体制机制，加强鄂西旅游圈人力资源建设，强化鄂西旅游圈景区品牌文化建设，加大鄂西旅游圈投资规模，坚持走科学发展可持续发展之路。
[Abstract]:This paper mainly studies the tourism marketing strategy of Eco-culture tourism circle in western Hubei. First of all, the background and significance of the topic are put forward, and the basic theory of tourism marketing at home and abroad is expounded, which constitutes the theoretical basis of this paper. Then it summarizes the basic situation of tourism in the ecocultural tourism circle of western Hubei, including the general situation of tourism circle in western Hubei, the present situation of tourism market, the existing problems, the macro and micro environment and the actualization of tourism marketing. On the basis of expounding the present situation of tourism in western Hubei tourism circle, the domestic tourism market of western Hubei tourism circle is subdivided from the point of view of the growth of target market, the angle of absorbing gold power and the angle of resource characteristic. At the same time, the tourist market of western Hubei tourism circle is divided into three categories: sightseeing, ecological leisure and vacation, religious worship and cultural pilgrimage, conference inspection and study. Taking the characteristic tourism as the goal four categories, and has carried on the choice to the tourism target market, has positioned the tourism image of the western Hubei tourism circle as "China landscape humanities landscape rich area", also has carried on the image localization to the tourism subdivision market separately. In order to maximize the target market, according to the marketing 7Ps theory, this paper specifically studies the product strategy, price strategy, channel strategy, promotion strategy, personnel strategy, process strategy, display strategy of the tourism circle in western Hubei. In these strategies, the focus is to do a good job of tourism product development, carry out a strong promotion. While refining the 7Ps strategy, this paper also refines the network marketing strategy of the tourism circle in western Hubei alone, including: strengthening the construction of the tourism website, opening up the official Weibo of the scenic spot, doing a good job in the network search engine and IM (instant messaging) marketing. The focal point of network marketing strategy is to build a comprehensive tourism website with complete functions and sensitive information. Finally, the paper puts forward some suggestions for the tourism marketing strategy of the western Hubei tourism circle: perfecting the organizational structure of the western Hubei tourism circle, perfecting the tourism management system and mechanism of the western Hubei tourism circle, and strengthening the construction of the human resources of the western Hubei tourism circle. Strengthening the brand culture construction of scenic spots in western Hubei, increasing the investment scale of tourism circle in western Hubei, insisting on the road of scientific development and sustainable development.
【学位授予单位】：华中科技大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F592.7

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