基于旅游形象提升的河西走廊区域旅游营销策划

The regional tourism marketing plan for enhancing the tourism image of the Hexi Corridor

近年,河西走廊地带旅游业发展迅速,但比起其他省区,差距却十分明显,原因之一就是旅游形象定位、旅游营销策划和市场宣传上存在着弱点。基于此,在分析河西走廊现状旅游资源特征和旅游产品开发的基础之上,结合旅游市场调查和旅游地空间竞争分析,对地方文脉进行深入剖析,构建河西走廊区域旅游形象。最后,提出河西走廊区域旅游营销策划思路,具体如下:深度挖掘旅游资源,打造品牌旅游产品,提升旅游整体形象;借助文化产业发展,促进旅游形象对外传播;采用整体联合推进的营销策略,提升旅游整体形象;构建一体化旅游信息平台,推动旅游形象宣传。

In recent years,althogh the tourism in Hexi Corridor area developed rapidly,but compared to other provinces,the gap is clear,and one of the reasons is that tourism image positioning,tourism marketing,planning and marketing are the weak.Based on this,the status of tourism resources of Hexi Corridor and tourism product development were analyzed based on combining tourism market research.Then we analyzed local context,built the overall tourist image of Hexi Corridor region.Finally,we put forward idea of regional tourism marketing plan as follows：（1）Deeply exploiting tourism resources,building brand tourism products,improving the overall image of tourism;（2）With the development of cultural industries,promoting the tourism image of the external communication;（3）Combined with the overall marketing strategy to promote and enhance the tourism image;（4）Building an integrated tourist information platform to promote the tourism image of the publicity.