长沙城市旅游营销的文化休闲视点

Cultural leisure aspect of changsha urban tourism marketing

目前,我国旅游产品的文化开发层次低,营销目的不明确,营销形象欠鲜明,导致旅游产品的核心竞争力不强,城市旅游发展后劲不足。挖掘旅游产品的文化价值,提高游客的让渡价值,进行“文化休闲”定位,走整体营销之路,是提高城市旅游竞争力的重要途径。

At present, the low-level culture of our tourist products, the unclear marketing target and image lead to the less strong competitivity of our tourist products and the lagged development of the urban tourism. Digging into cultural value of the tourist products, improving visitors' demisability value, positioning cultural leisure and taking overall marketing is the way to improve the competitivity of urban tourism.