生态旅游产品的道德营销策略论析

Marketing the Ecological Tourism Products:An Ethical Strategy

我国生态旅游产品在市场定位、开发与设计、价格、促销与分销等方面在道德营销中存在较多问题。生态旅游产品促销信息与实际不对称,在道德营销中缺少道德"诚信"。生态旅游产品道德营销的市场内涵要清晰,才能实现"道"所强调的"大义"。在生态旅游产品的道德营销过程中,产品的开发、设计与包装应注重环保和安全,才能保证旅游活动对环境的负面影响是最小的。

There are many problems such as the developing, designing and pricing of eco-tourism products in the ethical market in our country. Therefore, we should minimize the negative effect of tourism activities by attaching importance to environmental protection and safety of the products.