基于调查分析的南岳衡山生态旅游市场发展对策

南岳衡山具有丰富的自然和人文旅游资源,素有"五岳独秀"、"中华寿岳"及"宗教圣地"的美誉,文章通过对其生态旅游客源市场所作抽样调查的数据进行统计分析,从生态旅游的角度出发,结合其开发现状,提出准确定位生态旅游市场、打造"寿岳"文化品牌、开发生态旅游精品线路、实行多方位营销渠道和手段、完善生态旅游基础设施和服务水平等发展对策,以实现南岳生态旅游的可持续发展。

STUDY ON THE DEVELOPMENT COUNTERMEASURE OF ECO-TOURISM MARKET OF MOUNTAIN HENG BASED ON A SURVEY

The Southern Mountain(Mount Heng),which is rich in natural and cultural tourism resources,has always enjoyed a good reputation of "the Longevity Mountain of China".It has a long history on the culture of longevity and now its particular status has been settled.It is the uniquely beautiful one of the Five Sacred Mountains as well as a holy Place where Buddism,Taoism and Confucianism coexist.Through counting and analysing the data of the survey sample about the eco-tourism martket of the Southern Mountain(Mount Heng),this paper suggets that in the administration of the Southern Mountain(Mount Heng) the market of eco-tourism should be positioned accurately.This paper also proposes to creat cultural brand of "the Longevity Mountain of China",explore highlight routes of eco-tourism,and contruct multidimensional marketing channels and means to improve the eco-tourism infrastructure and services in the the perspective of eco-tourism.It is expected that with these measures the sustainable development of eco-tourism of the southern Mountain will be achieved.