河西走廊少数民族地区旅游产品的国际营销策略研究

发布时间：2018-01-23 17:52

本文关键词： 旅游河西走廊少数民族地区国际营销策略　出处：《兰州财经大学》2015年硕士论文　论文类型：学位论文

【摘要】：随着社会进步和人们要求的提高,旅游活动逐渐成为一种大众性活动,变成日常生活中不可或缺的一部分。旅游需求的不断变化使得旅游产品呈现多样性和独特性。少数民族地区由于拥有浓郁的民族特色旅游资源和丰富的旅游产品类型而日益受到消费者的青睐,正逐步成为旅游发展的黄金地带。河西走廊①地区位于甘肃的西北部,自古就是沟通西域的要道,是古丝绸之路的必经之地。这里拥有丰富的自然旅游资源、独具特色的人文旅游资源和包括天祝藏族、肃南裕固族、肃北蒙古族和阿克塞哈萨克族等少数民族在内的淳朴浓郁的民族风情旅游资源。河西走廊的少数民族地区如何利用这些旅游资源,抓住各种发展机遇,更好地发展本区的旅游业成为值得思考的问题。文章基于对以上问题的思考从国际营销的角度进行了研究。本文一共分为四篇。第一部分为基础篇,包括一、二章。主要对选题背景、研究意义和研究文献做相关介绍,并运用规范分析法,对相关理论进行梳理,为进一步的研究夯实理论基础;第二部分为分析篇。第三章通过收集相关数据分析了河西走廊少数民族地区旅游产品的类型构成及特点。第四章运用SWOT分析法对该区开展国际营销活动的可行性进行分析;第三部分为借鉴篇。以云南省和广西壮族自治区为例,通过对他们的旅游产品开展国际营销活动的分析,总结其成功经验并提炼出可借鉴的举措;第四部分为结论篇。通过对现状和可行性的分析结合其他地区经验的借鉴,制定出适合河西走廊少数民族地区旅游产品的国际营销策略。具体包括市场开拓策略,产品策略,间接渠道策略,促销策略和有形展示策略。关于如何促进河西走廊少数民族地区旅游业的发展问题,其解决思路不只一个方面,本文仅是针对其现有旅游产品从国际营销的角度为其发展提供一个建议。
[Abstract]:With the development of society and the improvement of people's demands, tourism has gradually become a kind of popular activity. Become an integral part of daily life. The changing demand for tourism makes tourism products diversified and unique. Ethnic minority areas have strong national characteristics of tourism resources and rich tourism products. Type and increasingly favored by consumers. Hexi Corridor 1 is located in the northwest of Gansu Province, which is the main link between the West and the West, and is the only place for the ancient Silk Road. There are abundant natural tourism resources here. Unique cultural tourism resources and including Tianzhu Tibetan, Sunan Yugur. Subei Mongolian and Akse Kazakh ethnic minorities, including the simple and rich ethnic customs tourism resources. Hexi Corridor how to use these tourism resources, seize all kinds of development opportunities. Better development of tourism in this area has become a problem worth thinking about. Based on the thinking of the above issues, this article is studied from the perspective of international marketing. This paper is divided into four parts. The first part is the basis, including one. The second chapter mainly introduces the background, significance and research literature of the topic, and uses the normative analysis method to sort out the relevant theories, so as to lay a solid theoretical foundation for further research. Chapter three analyzes the types and characteristics of tourism products in minority areas of Hexi Corridor by collecting relevant data. Chapter 4th uses SWOT analysis to carry out international marketing activities in this area. Feasibility analysis; The third part takes Yunnan Province and Guangxi Zhuang Autonomous region as examples, through the analysis of their international marketing activities of tourism products, summarizes their successful experience and extracts the measures that can be used for reference; Part 4th is the conclusion part. Through the analysis of the present situation and feasibility, we can draw lessons from the experience of other regions. To formulate international marketing strategies for tourism products in minority areas of Hexi Corridor, including market development strategy, product strategy, indirect channel strategy. About how to promote the development of tourism in the minority areas of Hexi Corridor, there is more than one way to solve the problem. This paper only provides a suggestion for the development of tourism products from the angle of international marketing.
【学位授予单位】：兰州财经大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F592.6

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