襄阳历史文化旅游营销研究
发布时间：2019-03-05 18:33
【摘要】：襄阳拥有厚重的历史文化，是十分有价值的旅游资源，但是近十年来，较之周边部分县市旅游业的迅速发展，襄阳旅游业的发展却表现得步履蹒跚、止步不前，差距在不断拉大。 站在历史文化旅游的角度上，厘清襄阳历史文化遗存，重新包装旅游产品、开发襄阳旅游新产品，是一件很有意义的事情。本研究通过对襄阳周边主要竞争对手武汉、宜昌、神农架、十堰、荆州、南阳相关联旅游资源盘点，寻找突破点和合作处，促进襄阳历史文化旅游形成新的有影响力景点和景点组合，甚至与部分地区形成战略同盟，拧成合力，放大襄阳历史文化旅游产品经济价值和文化宣传价值，起到扬长避短作用。同时，启用新时期新的营销手法，为襄阳历史文化旅游推广指明方向，借重新媒体，提出新的营销组合方案。 本文在结构上主要分为四个部分，第一部分为第一章的绪论，介绍了研究的目的和意义，以及实现路径；第二部分为第二章，主要是从人、事、物三个维度盘点襄阳的历史文化遗产；第三部分为第三和第四章，主要介绍了周边地市的旅游产品优势，并提出扬长避短手法，，同时结合自身资源特点，开发新产品；第四部分为第五章，主要介绍了实用的营销手法，并与襄阳旅游的部分特点结合起来，形成促推襄阳旅游业发展的措施。希望能对襄阳旅游业发展有一定裨益。
[Abstract]:Xiangyang, with its heavy history and culture, is a very valuable tourist resource, but in the past decade, compared with the rapid development of tourism in some surrounding counties and cities, the development of Xiangyang's tourism industry has been staggering and not moving forward. The gap is widening. From the point of view of historical and cultural tourism, it is of great significance to clarify the historical and cultural relics of Xiangyang, repackage tourism products and develop new tourism products in Xiangyang. In this study, the main competitors around Xiangyang Wuhan, Yichang, Shennongjia, Shiyan, Jingzhou, Nanyang related tourism resources inventory, looking for breakthrough points and cooperation offices. To promote Xiangyang's historical and cultural tourism to form a new combination of influential scenic spots and scenic spots, and even to form strategic alliances with parts of the region, to form a joint force to enlarge the economic value and cultural propaganda value of Xiangyang's historical and cultural tourism products. Play the role of strengthening strengths and avoiding weaknesses. At the same time, using the new marketing methods in the new period, pointing out the direction for the promotion of Xiangyang's historical and cultural tourism, and putting forward a new marketing mix scheme by re-media. The structure of this paper is divided into four parts, the first part is the introduction of the first chapter, introduces the purpose and significance of the study, as well as the realization path; The second part is the second chapter, which mainly counts Xiangyang's historical and cultural heritage from three dimensions: people, affairs and objects. The third part is the third and the fourth chapter, which mainly introduces the advantages of the tourism products of the surrounding cities, and puts forward the methods of strengthening the strengths and avoiding the weaknesses. At the same time, combined with the characteristics of its own resources, it develops new products; The fourth part is the fifth chapter, which mainly introduces the practical marketing methods, and combines with some characteristics of Xiangyang tourism to form the measures to promote the development of Xiangyang tourism. Hope to be able to Xiangyang tourism development has a certain benefit.
【学位授予单位】：中南民族大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F592.7
本文编号：2435173
[Abstract]:Xiangyang, with its heavy history and culture, is a very valuable tourist resource, but in the past decade, compared with the rapid development of tourism in some surrounding counties and cities, the development of Xiangyang's tourism industry has been staggering and not moving forward. The gap is widening. From the point of view of historical and cultural tourism, it is of great significance to clarify the historical and cultural relics of Xiangyang, repackage tourism products and develop new tourism products in Xiangyang. In this study, the main competitors around Xiangyang Wuhan, Yichang, Shennongjia, Shiyan, Jingzhou, Nanyang related tourism resources inventory, looking for breakthrough points and cooperation offices. To promote Xiangyang's historical and cultural tourism to form a new combination of influential scenic spots and scenic spots, and even to form strategic alliances with parts of the region, to form a joint force to enlarge the economic value and cultural propaganda value of Xiangyang's historical and cultural tourism products. Play the role of strengthening strengths and avoiding weaknesses. At the same time, using the new marketing methods in the new period, pointing out the direction for the promotion of Xiangyang's historical and cultural tourism, and putting forward a new marketing mix scheme by re-media. The structure of this paper is divided into four parts, the first part is the introduction of the first chapter, introduces the purpose and significance of the study, as well as the realization path; The second part is the second chapter, which mainly counts Xiangyang's historical and cultural heritage from three dimensions: people, affairs and objects. The third part is the third and the fourth chapter, which mainly introduces the advantages of the tourism products of the surrounding cities, and puts forward the methods of strengthening the strengths and avoiding the weaknesses. At the same time, combined with the characteristics of its own resources, it develops new products; The fourth part is the fifth chapter, which mainly introduces the practical marketing methods, and combines with some characteristics of Xiangyang tourism to form the measures to promote the development of Xiangyang tourism. Hope to be able to Xiangyang tourism development has a certain benefit.
【学位授予单位】：中南民族大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F592.7
【参考文献】
相关期刊论文 前10条
1 龙雨萍;黄露停;;襄阳古城旅游核心竞争力提升策略探讨[J];安徽农业科学;2010年25期
2 刘书忠,王景平,刘俊章;论联合促销在旅游营销中的应用[J];德州学院学报(自然科学版);2004年06期
3 史本林;旅游营销策略管窥[J];广西民族学院学报(哲学社会科学版);2005年05期
4 余骥;旅游营销中的品牌策略和CI战略[J];贵州民族学院学报(哲学社会科学版);2003年03期
5 汪思齐;;我国旅游市场营销创新研究[J];黄冈师范学院学报;2007年05期
6 陈晓鸣;;地方政府在旅游营销中的作用与意义[J];经济视角;2011年12期
7 杜汉华;杜睿杰;;科学规划襄阳 建成世界级文化旅游名城[J];荆楚理工学院学报;2011年11期
8 曾凡涛,熊元斌;试论数据挖掘技术在旅游营销中的应用[J];旅游科学;2002年04期
9 万丛丽;朱运海;杨燕;;襄阳三国文化特色旅游发展研究[J];农村经济与科技;2011年06期
10 杨怡;;基于整合营销传播(IMC)的旅游营销理论研究[J];漯河职业技术学院学报;2012年04期
本文编号：2435173
本文链接：https://www.wllwen.com/jingjilunwen/lyjj/2435173.html
