小浪底景区旅游市场实证研究

Empirical Study on Tourism Marketing of Xiaolangdi Scenic Area

文章以小浪底景区的客源市场问卷调查所获取的信息为依据,对小浪底景区的旅游市场进行实证研究。结果表明其游客以近程居民为主,景区旅游吸引力不足,游客对旅游商品的购买力有限,旅游动机单一,停留时间短暂,对景区的形象认知模糊,提出必须通过产品升级、形象突破、营销创新等方式改变现状的结论。

This paper analyzes Xiaolangdi＇ s tourism markets based on the data colleted through a questionnaire on its source tourists. The analysis indicates that its tourists mainly come from neighboring areas, that it is deficient in term of tourism appeal, that the tourism purchasing power of its tourists is limited, and that tourists only stay for a short time because they don＇ t have a clear picture of what to do or what can be done in this scenic area. Suggestions such as product upgrading, image re-establishment and innovation in marketing are then put forward to tackle the problems.