乡村旅游目的地营销探讨

Study on the Marketing of Rural Tourism Destinations

指出了旅游地营销以市场需求为起点,以优质的旅游产品满足旅游市场需求为终点,因此乡村旅游目的地必须在分析市场的前提下有针对性地进行营销。在充分理解乡村旅游含义的基础上分析了乡村旅游及其市场的特点,并进一步探讨了乡村旅游营销主体、客体及内容、营销工具几个方面,提出了基于4P的乡村旅游目的地的营销策略。

The basis of tourism destination marketing is to meet market demand,and its goal is to satisfy the tourism market demand by providing high-quality tourism products. Therefore, rural tourism destinationmust conduct the targeted marketing under the premise of market analysis. This paper probes the charac- teristics of rural tourism and its market based on the fully understanding of the meaning of rural tourism,further analyses rural tourism marketing subjects, marketing objects and contents, marketing tools, and proposes the marketing strategy for rural tourism destination on the basis of 4P.