南宁市邕宁区生态旅游品牌推广策略研究

Research on the Brand Promotion Strategy of Eco-Tourism in Yongning District of Nanning

南宁市邕宁区拥有悠久的历史文化、独具特色的壮乡文化和古色古香的人文景观;大力发展邕宁区生态旅游业是适应人们思想观念的变化和促进经济发展的一条可持续发展之路。文章运用文献研究法、实地调查法并结合相关理论,分析邕宁区生态旅游发展现状,分析邕宁区生态旅游品牌推广存在的主要问题有:自身旅游基础设施建设及管理水平不完善;传播渠道市场化运作有待提升;传播内容缺少特色化旅游产品。针对以上所存在的问题,论文提出了相应的推广策略与建议:完善自身旅游基础设施建设及管理水平;拓宽宣传渠道,提高旅游市场运作水平;大力发展具有特色的旅游产品,丰富传播内容;建立研学实践基地,打造“政产学研”推广模式。为邕宁区生态旅游推广有效地制定及实施市场营销策略提供了一些解决思路。

Yongning District of Nanning has a long history, with the unique Zhuang culture and antique cultural landscape. Vigorously developing the eco-tourism industry in Yongning district is a sustainable development path that adapts to the changes in people’s ideological concepts and promotes economic development. By using the methods of literature study, field investigation and relevant theories, this paper analyzes the current situation of eco-tourism development in Yongning District, and puts forward the main problems existing in eco-tourism brand promotion. Firstly, the construction and management level of its own tourism infrastructure are not so perfect;secondly, the market-oriented operation of communication channels needs to be improved. Thirdly, the dissemination content lacks distinctive tourism products. In view of the above problems, the paper proposes corresponding promotion strategies and suggestions: perfect the construction and management level of its own tourism infrastructure;broaden the publicity channels and improve the operational level of the tourism market;vigorously develop distinctive tourism products and enrich the dissemination content;establish a research and practice base, and create a promotion model of “political Industry-University-Research”. This provides some solutions to effectively formulate and implement marketing strategies for eco-tourism promotion in Yongning District.