河西走廊地带旅游营销策划战略

Strategies on Tourism Marketing Planning of Hexi Corridor

河西走廊地带是连接东西方丝绸之路的重要纽带,也是甘肃旅游业全面发展的重要一环。走廊内旅游资源丰富,品味深厚,具有发展旅游业的天然基础。然而,近年旅游发展比起东部旅游产业发达地区差距十分明显。目前,如何通过河西走廊旅游营销策划战略,提升河西走廊旅游整体形象,构建旅游精品片区,是关系甘肃省旅游发展的重大课题之一。该文在河西旅游资源宏观性评价及现实必要性分析基础上,完善并充实了河西走廊旅游形象定位,最后提出了河西走廊旅游营销策划思路,具体如下:(1)实施整合旅游营销战略,提升河西旅游整体形象;(2)创建文化产业精品工程,促使旅游形象对外传播;(3)完善河西旅游信息系统,推进旅游要素联动发展;(4)运用多种旅游营销媒介,推广河西旅游整体形象。

The corridor region in Hexi is an important ligament that connected the Silk Road between East and West region; It is also an important link of tourism development completely in Gansu. At present, it has become one of the most important subjects in Gansu how to upgrade effectively whole tourism image in Hexi corridor and plan marketing strategies assorted with it. By appraising macroscopically tourism resources, this paper brings for- ward some strategies on upgrading whole tourism image and marketing planning of Hexi corridor in order to help to upgrade tourism competition power, mend economic integration pace of this region, and promote Leaping-forward development of Hexi tourism industry.