| 外国背包旅游市场营销策略:以四川为例 |
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| 引用本文： | 邓明艳.外国背包旅游市场营销策略:以四川为例[J].商业研究,2009(12). |
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| 作者姓名： | 邓明艳 |
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| 作者单位： | 华中师范大学城市与环境学院,武汉,430079 |
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| 基金项目： | 四川省教育厅资助课题成果;项目编号LY08-15 |
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| 摘 要： | 背包旅游已成为旅游市场主流,采用访谈调查和统计分析方法,研究四川背包旅游市场行为特征,针对性地提出了四川背包旅游市场营销策略:四大旅游品牌构筑四川整体文化特色;点线结合空间战略促进背包客空间扩散;整合资源,发挥世界遗产旅游品牌优势;注重目的地背包旅游网络营销;与西部其它背包旅游目的地联合营销。
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| 关 键 词： | 外国背包客 市场分析 营销策略 |
Marketing Strategies of the Foreign Backpacker Tourism Market:TakingSichuan Province as a Case |
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| DENG Ming-yan.Marketing Strategies of the Foreign Backpacker Tourism Market:TakingSichuan Province as a Case[J].Commercial Research,2009(12). |
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| Authors: | DENG Ming-yan |
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| Institution: | DENG Ming-yan(School of Urban , Environment Science,Central China Normal University,Wuhan 430079,China) |
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| Abstract: | Backpacker tourism has gradually entered tourism mainstream.Using interview surveys and statistical analytical methods,the paper studied the behavioral characteristics of the backpack tourism market in Sichuan,and advanced marketing strategies: building integral cultural feature with four major brands;advancing backpackers′ spatial spread with dot-line spatial strategy;taking advantage of the world heritage brand by integrated heritage resources;attaching importance to network marketing of backpacker tourism;combining western destinations to marketing backpacker tourism. |
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| Keywords: | foreign backpacker market analysis marketing strategy |
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