基于长尾理论的自助游客网络营销——以甘孜州为例

A Research on E-marketing Directed at Independent Tourists Based on the Long Tail Theory ——Take the Ganzi Autonomous of Tibetan District for Example

现代旅游业无论在旅游需求还是旅游产品方面,均呈现出多样化的趋势,传统的"大热门"依然存在,而新兴的"冷门"则逐渐增多。游客的个性化需求增多,是推动旅游目的地长尾市场形成的主要原因。基于此,甘孜州旅游的网络营销应实施差异化营销,加强网络平台建设;政府方面应发挥其调控职能,整合区域内资源,充分集聚利基产品。

In modem tourism, travel demands and travel products have been experiencing a diversification trend. The ＂Hits＂ still exist; however, the ＂Niches＂ are gradually increasing. The tourists＇ increasing individual demand is the main cause of the Long Tail Marketing at tourist destinations. For this reason, the intemet marketing of Ganzi Autono- mous Prefecture＇ s tourism should follow the principle of differentiated marketing, and strengthen the network con- struction; meanwhile, the government should exert its control function, integrate the regional resources and assemble the ＂Niches＂ products.