同类主题旅游景点的个性化营销——以江苏连云港和山西娄烦花果山景区为例

Similar Theme Personalized Marketing Tourist Attractions——Taking Lianyungang,Jiangsu and Loufan,Shanxi as an Example

随着国家对文化产业扶持力度的加大,地方政府开始重视挖掘本地文化资源、发展创意产业。江苏连云港及山西娄烦均把发展的目光聚焦在中国传统文化塑造的经典人物孙悟空身上。对孙悟空故里的争论,反映了这个形象的文化影响力及其所能带来的经济效益。以个性化营销策略作为解决问题的切入点,力图为同类主题的旅游景点如何进行有效的营销传播提供思考。

As the state of efforts to increase support for cultural industries,local governments began to attach importance to mining local cultural resources,the development of creative industries.Lianyungang,Jiangsu and Shanxi Loufan are focused on the development of traditional Chinese culture in the shape of the classic character who is the Monkey King.Debates on the Monkey King＇s hometown,reflect the cultural influence of this image and can bring huge economic benefits.In this paper,with the personalized marketing strategy as a starting point to solve the problem,the paper tries to work out thinking solutions to the same kind of tourism attractions to provide effective marketing communication.