徽州文化旅游资源营销策略研究

A Study on Huizhou Culture Tourism Resources Marketing Strategies

文化旅游日益成为旅游领域实践和理论研究的热点。基于现阶段国内外文化旅游产业大发展的背景,以徽州文化旅游资源的开发和利用为出发点,结合旅游学与文化学相关理论知识,综合运用营销学原理,对其进行市场分析并科学地制定营销策略,主要包括传统的4P营销策略和新型营销策略。期望能对徽州文化旅游市场竞争力的提高有所帮助。

Cultural tourism has become a hot research field, both in practice and theory. Based on the background of big development at the present stage in cultural tourism industry at home and abroad, the paper analyzes the market and scientiifcally formulates marketing strategy, which mainly includes the traditional 4p marketing strategy and new marketing strategies, by starting with the development and utilization of cultural tourism resources in Huizhou, and then combining tourism and culture related theoretical knowledge and ifnally using the marketing theory synthetically. The aim is to help improve the cultural tourism market competitiveness of Huizhou.