民族地区乡村旅游营销策略研究——以西昌市为例

Ethnic Minority Areas of Rural Tourism Marketing Strategy Research——Taking Xichang as An Example

国家森林城市西昌市有着丰富的民族特色生态旅游资源,尤其是乡村生态旅游极具发展潜力,但目前营销的困境逐渐成为制约西昌市乡村旅游发展的障碍,借助现代营销理论对西昌市乡村旅游进行分析,结合国家森林城市特点,进行营销策略构建,形成符合本地特色的推介名片,为民族地区乡村旅游可持续发展出谋划策。

National Forest city of Xichang City has a rich ethnic characteristics of eco-tourism resources, especially in rural eco-tourism potential growth area, hut the plight of marketing is becoming an obstacle to restrict the development of rural tourism in Xichang City With the help of modem marketing theory Xichang City analysis of rural tourism, combined with the characteristics of national forest city marketing strategy to build, a local specialty refer- rals business cards, make plans for sustainable development for the national area Rural Tourism.