基于消费者行为的乡村文化旅游景区营销策略研究——以陕西省棣花古镇为例

Research on Marketing Strategy of Rural Cultural Tourism Scenic Spot Based on Consumer Behavior——A Case of Di Hua in Shaanxi

如何吸引和促进消费是乡村旅游发展的重要问题。文中以消费者行为理论为基础,在陕西省棣花古镇进行调研,从消费者出行动机、出行决策、消费、评价4个方面分析游客行为,结果表明,游客对古镇回游率较高,但消费力不强。进而依托4P营销理论,提出要改善棣花景区的产品结构,制定合理的价格策略以及多渠道的促销策略等,希望改变景区的发展现状、转变当地的经济发展方式,满足人们精神文化需求。

How to attract and promote consumption is an important issue in the development of rural tourism.Based on the theory of consumer behavior,this paper analyzes the tourists＇ behavior in four aspects,such as consumer motivation,travel decision,consumption and evaluation,through the investigation of Dihua in Shaanxi. The results show that the tourists have higher return rate to the town,but Consumption is not strong.Further,relying on 4P marketing theory,proposed to improve the product structure of Dihua Scenic Area,to develop a reasonable price strategy and multi-channel promotional strategy,hoping to change the status quo of scenic development,change the local economic development,to meet people＇s spiritual and cultural needs.