外国背包旅游市场营销策略:以四川为例

Marketing Strategies of the Foreign Backpacker Tourism Market:TakingSichuan Province as a Case

背包旅游已成为旅游市场主流,采用访谈调查和统计分析方法,研究四川背包旅游市场行为特征,针对性地提出了四川背包旅游市场营销策略:四大旅游品牌构筑四川整体文化特色;点线结合空间战略促进背包客空间扩散;整合资源,发挥世界遗产旅游品牌优势;注重目的地背包旅游网络营销;与西部其它背包旅游目的地联合营销。

Backpacker tourism has gradually entered tourism mainstream. Using interview surveys and statistical analytical methods, the paper studied the behavioral characteristics of the backpack tourism market in Sichuan, and advanced marketing strategies： building integral cultural feature with four major brands ; advancing backpackers＇ spatial spread with dot - line spatial strategy; taking advantage of the world heritage brand by integrated heritage resources ; attaching importance to network marketing of backpacker tourism ; combining western destinations to marketing backpacker tourism.