新时期宜昌市旅游市场营销浅议

On Tourism Marketing of Yichang City

本文在对当前国内外旅游市场营销的趋势进行概括的基础上,对国内部分地区旅游营销的成功经验进行总结,指出宜昌市旅游市场营销中存在的突出问题,即投入不足、形象不明、定位不准、反应不快、创新不力等。同时提出促进宜昌旅游营销的五项建议,即解放思想、加大投入,凝练主题、提升形象,系统规划、有序推进,好题快作、借势造势,创新方式、改善效果。

This paper summarizes current domestic and international tourism marketing situation as well as some cities' successful tourism marketing experience first and then points out the problems of tourism marketing in Yichang City,including weak investment,the unclear city image,the uncertain goal of development,slow reaction to marketing opportunities,shortage of innovative marketing tools,proposing five recommendations to promote Yichang tourism marketing,namely emancipating the mind and increasing investment;setting up theme image;planning tourism marketing systematically with orderly implementation;rapid response to marketing opportunities;innovating marketing tools to improve marketing results.