衡山旅游客源市场的开发与营销对策研究

EXPLOITATION OF THE TOURIST MARKET AND MARKETING TACTICS FOR THE HENGSHAN MOUNTAIN

分析了衡山旅游客源市场规模、时空分布规律和游客行为特征等旅游需求特征 ,在此基础上研究了衡山的旅游客源市场竞争机制和开发定位 ,提出了衡山旅游业可持续发展的旅游客源市场营销策略。

As tourist industry in China has developed into buyer′s market from seller′s, exploitation of the tourist market and marketing tactics become more and more important. The dimension, the spatial and temporal distribution feature of the tourist market, and the tourist behavior in the Hengshan Mountain are analysed, and the competition mechanism and development orientation of the market for the Hengshan Mountain are studied, then the tourist marketing policy for the mountaion′s tourism sustainable development are put forward, which are: 1) difining the exploitation target and scope of the tourist market increasing the Hengshan′s proportion in the tourist market; 2) Speeding up the designing and development of tourist products and raising scenic spots′ competitive power; 3) Raising the notability of the Hengshan by creating good images for scenic sports and enhancing their dissemination; 4) Improving the tourism comprehensive benefit by using the price lever to regulate tourism′s imbalance between supply and demand in slack and busy seasons.