基于文化遗产的旅游文化营销策略——以湖北省安陆市为例

Tourism Marketing Strategies Based on Cultural Heritages:A Case Study in Anlu,Hubei

随着文化经济大发展大繁荣,文化遗产已成为竞争性的旅游资源。以SWOT方法分析,安陆市发展文化旅游,应充分发挥现有优势,认真分析面临的劣势;牢牢抓住国家支持文化旅游产业的机会,认真对待各地开展遗产旅游带来的竞争;充分发掘和整理文化遗产资源,采取品牌、产品、广告、渠道、差异化等营销策略,努力与消费者需求接轨并不断创造着更高层次的消费需求,最终实现区域内高附加值旅游产品的成功销售。

Along with the great development and prosperity of cultural economy,cultural heritages have become a competitive tourism resource.Analyzing with SWOT approach,the author finds that to develop cultural tourism,Anlu should give full play to its current strengths,thoroughly analyzing its weaknesses;seize the opportunity of the country＇s supporting on cultural tourism,responding positively to the competitiveness fromother areas;fully explore and arrange cultural heritage resources,takingmarketing strategies in terms of brand,product,advertisement,channel and differentiation to meet consumers＇ demands,constantly create higher-level consumption products,and finally,sell the high-value-added tourist products inside the region with success.