地方营销视角下湘西旅游对鄂西的启示

随着经济的多样化发展和市场竞争的加剧,营销策划方案的成功与否直接影响着旅游地区经济的好坏。首先从地方营销的概念及其四大营销攻略入手,在对湘西和鄂西旅游资源进行简单比较之后,进一步从形象营销、吸引物营销、基础建设营销以及人员营销四大攻略对湘西旅游营销策略进行了深入探讨。最后,在借鉴湘西旅游营销策略的基础上,针对如何修正鄂西旅游营销策略提出了建议。

The Apocalypse to the tourism of Western Hunan under the View of Marketing Places

With the fast development of diversified economies and heated market competition,marketing campaigns exert an increasingly significant influence on the prosperity of the tourist area.In this paper,the authors firstly introduce the concept of marketing places.Meanwhile,they illustrate the four major marketing strategies by comparing the tourism resources of western Hunan with that of Hubei.Then the authors discuss in depth the marketing strategy of western Hunan tourism from four different perspectives,that ...