民族县域旅游视野下旅游市场营销策略研究——以甘肃省肃南裕固族自治县为例

Study on Tourism Marketing Strategy from the View of Tourism in Minority Nationality Regions——A Case Study of Sunan Yugur Autonomous County in Gansu Province

旅游业是促进民族县域经济起飞的重要杠杆,是壮大民族县域经济的现实着力点。而县域旅游视野下的旅游市场营销则在推动民族县域旅游发展中发挥着关键作用。以甘肃省肃南裕固族自治县为例,以民族县域旅游经济为突破口,结合县域旅游发展及旅游市场营销现状,提出该县县域旅游视野下的旅游市场营销策略,从而提升并形成鲜明的民族县域旅游整体形象,扩大民族县域旅游品牌的影响力,以期促进县域旅游快速、健康发展。

Tourism industry is an important lever and a realistic point to promote the economy in ethnic minority county. Tourism marketing from the view of county-scale tourism in minority nationality regions plays a key role in propelling the development of local tourism industry. This dissertation, taking Sunan Yugur Autonomous County in Gansu Province as an example, regards the economy of national county as a breakthrough and puts forward countermeasures of county-scale tourism marketing strategy when considering the development of county tourism and the current situation of tourism mar- keting, which helps forming and improving the distinctive tourism image, and expanding the influence of tourism brand in minority nationality region so as to generate a rapid and healthy development of the county tourism.