从旅游者风险知觉看中小城市营销

Assessing current marketing situation of small-medium cities from the perspective of tourism risk perception

随着新时期社会资源要素的新一轮合理流动,中小城市如何吸引外界资源要素,发展壮大自身并带动一方社会发展,成为一个新的话题。本文尝试从旅游者风险知觉的角度谈中小城市营销,要利用好差异化战略,品牌营销战略,优化旅游资源,提升旅游资源的开放度和支持性,塑造现代文明的旅游地形象。

In the new period,the new round reasonable flow of social resource has appeared.It has become a new topic that small and medium city how to attract external resources,to develop and expand itself and then led a party of social development.This paper discusses the small and medium city marketing,from the perspective of tourism risk perception.It should make good use of difference strategy,brand marketing strategy,and optimize tourism resources,promote tourism resources opening and supporting,shape modern civilization tourism destination image.