后疫情时代旅游企业的营销策略研究——以“巴蜀文化旅游走廊”为例

Study on Marketing Strategies of Tourism Enterprises in the Post-Epidemic Era—Taking “Bashu Cultural Tourism Corridor” as an Example

面对新冠病毒将会长期伴随着全球共生共存的现实,强化防控措施,应对突发的新冠肺炎疫情间接性散点爆发态势,会是长久的攻坚战,这对国内旅游企业带来了前所未有的冲击,旅游企业转型升级迫在眉睫。文章采用数据分析法,结合新冠肺炎疫情形势、巴蜀文化旅游走廊蓝图,深度剖析当前成渝地区旅游企业发展现状及新冠肺炎疫情造成的影响,提出后疫情时代巴蜀区域旅游企业的营销对策:把握利好机遇,积极跟进旅游政策导向转变观念;培育具有共同价值的旅游创意产品和服务;发展消费新场景,创新多元业态协同发展。

In face of the reality that novel coronavirus will be accompanied by global coronavirus coexistence for a long time, it will be a long-term battle to strengthen prevention and control measures to cope with the unexpected indirect scattered outbreak situation of the COVID-19 epidemic. This has brought unprecedented impact on domestic tourism enterprises, and the transformation and up-grading of tourism enterprises are imminent. Based on the data analysis method, combined with the COVID-19 epidemic situation and the blueprint of Bashu cultural tourism corridor, this paper deeply analyzed the current development status of tourism enterprises in Chengdu-Chongqing re-gion and the impact of the COVID-19 epidemic, and put forward the marketing countermeasures of Bashu regional tourism enterprises in the post-epidemic era: grasp the good opportunities and actively follow up the concept of tourism policy guidance change;foster creative tourism products and services with common value;develop new scenarios for consumption and innovate diversified forms of business for coordinated development.