法国乡村旅游产品的营销及其经验——以Le Relais de Chenillé公司为例

MARKETING OF RURAL TOURISM PRODUCT OF FRANCE AND ITS LESSONS——A Case of Le Relais de Chenillé

国家旅游局将2006年旅游主题定为"中国乡村游,"表明政府开始重视乡村旅游的发展。然而,我国乡村旅游处于起步阶段,存在不少问题,有必要借鉴国外的成功经验。法国乡村旅游从探索到完善经过了四十多年的发展路程,发展规模大,销售网络完善,拥有系统的行业标准和规范,使法国乡村成为家庭度假和休闲旅游的主要目的地。其在乡村旅游产品营销方面的成功经验值得我们借鉴,主要包括:政府、居民和旅游企业统一协调;乡村旅游的模式相对固定;利用政府性的旅游部门进行推销;利用行业认证进行质量控制和宣传;营销模式多样化等。

The fact that the China National Tourism Administration named the year 2006 as ＂China rural tourism＂ indicates that the government has paid attention to the development of rural tourism. It is necessary for China＇s rural tourism to draw lessons from abroad because of the problems in a beginning stage. From investigation to perfect development. France rural tourism has seen more than 40 years. It is of large-scale, has wide sale-network, a systematic profession standard and norm. Its management method and business model also are being perfected. So, France rural areas have become the main destination of the family holiday and the recreational tour. The marketing of rural tourism product in France pays attention to： l） define target market and target customer; 2） strengthen the customer information management and communication; 3） adopt a suitable sale outlet; 4） strengthen competition and cooperation; 5） make use of the regional government tour organization to promote sale; 6） make use of an exhibition and conference to publicize; 7） make use of the festival or activity to carry on promotion.The main experience includes： the coordination among government, residents and the travel enterprise; the mode of the rural tourism is steady; to make use of the govornment department to market; to make use of the profession certificate to carry on quality control and publicity; the diversification of marketing mode.