基于智慧旅游下旅游市场营销策略的创新研究——以广州白云湖旅游景区为例

Innovation Research of Tourism Marketing Strategy Based on Intelligent Tourism--A Case of the White Cloud Lake Tourist Attraction in Guangzhou

文章选择了广州白云湖旅游景区智慧旅游为研究对象,分析了其当前的建设现状,并研究了游客满意度和感知重要性等几个方面。根据调查数据研究发现,游客对广州白云湖旅游景区无线上网、自助导游讲解服务、智能引导设备(导览牌)、智慧营销景区微信、微博营销、信息触摸屏查询设施重要度-满意度较低,从而得出广州白云湖旅游景区基础设施、信息化建设、市场营销策略等方面仍然有着一些问题。

In this paper,we choose the smart tourism in White Cloud Lake as the research object,analyze its current construction status,and study the tourist satisfaction and perceived importance.According to a study survey,the satisfaction in wireless Internet access,self-guided tour explanation services,smart guide equipment(guide signs),smart marketing scenic wechat,micro-blog marketing,and information touch-screen inquiry facilities importance is low.It can be concluded that there are still some problems in White Cloud Lake’s tourism infrastructure,information construction and marketing strategy.The main purpose of this study is to improve the infrastructure construction and information service system,improve the efficiency of management,and put forward intelligent solutions.