中国旅游温点地区旅游市场营销的可持续发展战略研究——以平遥古城为例

STUDY ON THE SUSTAINABLE STRATEGY OF TOURIST MARKETING OF THE TOURIST MODERATE PLACES IN CHINA

本文分析了世界文化遗产平遥古城的旅游市场区位特征 ,研究了平遥旅游市场的时空分布规律、旅游市场行为特征、旅游后评价及满意度等旅游需求特征 ,规划了平遥旅游市场的细分目标 ,制定了平遥古城应扩大市场影响范围、统一促销口号、拓宽促销范围、强化促销手段和明确促销对象的旅游市场开发策略 ,提出了平遥古城作为中国旅游温点地区的采取调整旅游消费结构、建立合理市场结构 ,发挥客源市场共存、减轻旅游“瓶颈” ,形成紧密旅游网络、提高产品文化品格 ,加快旅游国际进程、建设中国旅游强县的可持续发展战略。

The tourist marketing competition mechanism of Pingyao Ancient City of World Cultural Heritage in the tourist moderate places in China is analyzed from the point of view of location characteristics. Pingyao Ancient City is located in the North of China, in which is one of three biggest tourist market places. It is a relay station of the two hot tourism places: Xian and Peking, and those hot touring places such as Peking, Xian, Luoyang, Tianjing, Qufu, Taian, etc. They circled around Pingyao Ancient City with the radius of five hundred kilometer. The number of tourists of Pingyao City has increased quickly since 1990, and the tourism industry steps up to a stabilizing incremental development period. The number of tourists from Shanxi and North of China is about seventy eight percent of the total tourists. Among them, sightseeing tourists are the prominent parts which is thirty percent, and business travel and specialty investigation are in the second place. Middle and young men are the main part, whose average residence time is about one day to two days. And the aim of domestic markets is that the metropolises and middle cities of North China and East China are the key tourism target market, and the northwest, southwest and northeast of China are occasional markets of tourist sources. The tourist market development policy is that Pingyao Ancient City should expand the market range of influence, unify sales promotion slogan, widen sales promotion range, intensify sales promotion methods and ascertain sales promotion objects. At last, the tourist sustainable development strategies are put forward for Pingyao Ancient City as a tourist moderate place in China. Pingyao must regulate tourist consumption structure, build reasonable market structure,make the tourists sources market into full play, relieve tourisms 'bottleneck',form a close tourism network, improve product culture character,and turn out a mass of attractive internationalized products in order to promote Pingyao Ancient City tourism industry internationalizing and make Pingyao a prosperous tourism county.