论民俗旅游及营销策略

ON FOLKLORE TOURISM AND ITS MARKETING STRATEGY

民俗旅游是当今世界旅游发展的潮流,也是学术界研究的热点问题。我国民俗文化资源丰富,民俗旅游产品各具特色,但在开发和营销中也产生了负面影响。本文对民俗旅游的开发与管理模式及预警机制作了分析,并从产品、价格、渠道和促销4个方面提出营销策略,希望能在保护民俗文化资源的前提下,民俗旅游能得到更好的发展。

The socio - cultural impact of tourism on the destination area, especially the negative impact of tourism on the traditional cultures in the ethnic areas, has become a hot topic in the academic circle. Folklore culture tour has become a general trend in the tourism industry around the world. China is rich in folklore cultural resources, but many negative influences have been noticed in the development and marketing activities of folklore tourism. The authors discuss the products, price, place and promotion of folklore tourism in this paper.