拓展蒙古国入境旅游客源市场的营销策略研究

发布时间：2018-03-27 13:52

本文选题：蒙古国　切入点：入境旅游　出处：《首都经济贸易大学》2012年硕士论文

【摘要】：旅游业是国际服务贸易中发展较快的产业之一,在国际交流中发挥着重要作用,蒙古国近年来在旅游产业方面也取得了较快的发展。蒙古国具有独特的自然旅游资源,例如各种稀缺动物和植物资源等,另外还有独特的民俗风俗旅游资源,例如,游牧民族的生活方式及生活习俗等。这些独特的自然和人文资源都为蒙古国发展旅游业提供了良好的基础和条件。但是由于目前蒙古国国内经济发展水平尚且不高,人民消费水平有限,因此蒙古国的旅游产业主要集中在入境旅游领域的拓展方面,且由于地域特色明显,入境旅游发展呈现出良好的态势。但是从整体上看,蒙古的入境旅游的发展还面临诸多问题,为解决这些问题,政府正积极研究相应的产业政策促进入境游的发展,特别是在市场开拓方面制定了各种营销策略,一方面可以促使国外游客形成对蒙古国旅游业整体实力的客观认识,另一方面也可对蒙古国的旅游资源进行有效的整合及开发,从而制定出适合本国发展的营销策略,这对推动蒙古国旅游产业更快更好的发展具有重要意义。本文的内容包括对蒙古国旅游现状的介绍、蒙古国的入境旅游市场结构分析、对入境旅游者选择蒙古国旅游的目的及满意度的研究、蒙古国旅游业发展目前存在的问题、蒙古在国政府为拓展入境旅游市场采取的措施,最后探讨了如何解决蒙古国旅游业存在问题并总结出了拓展蒙古国旅游业的意见和建议。
[Abstract]:Tourism is one of the fastest developing industries in international service trade and plays an important role in international exchanges. Mongolia has also made rapid development in tourism industry in recent years. Mongolia has unique natural tourism resources, such as a variety of scarce animal and plant resources, as well as unique folklore tourism resources, such as, These unique natural and human resources have provided Mongolia with a good foundation and conditions for the development of tourism. However, due to the low level of economic development in Mongolia at present, The level of people's consumption is limited, so Mongolia's tourism industry mainly focuses on the expansion of inbound tourism, and because of the obvious regional characteristics, the development of inbound tourism shows a good trend. However, on the whole, the development of inbound tourism in Mongolia still faces many problems. In order to solve these problems, the government is actively studying corresponding industrial policies to promote the development of inbound tourism. In particular, various marketing strategies have been formulated in the area of market development. On the one hand, they can promote foreign tourists to form an objective understanding of the overall strength of Mongolia's tourism industry, on the other hand, they can also effectively integrate and develop Mongolia's tourism resources. Therefore, it is of great significance to establish a marketing strategy suitable for the development of Mongolia tourism industry in order to promote the faster and better development of tourism industry in Mongolia. The content of this paper includes an introduction to the current situation of Mongolian tourism, an analysis of the structure of Mongolian inbound tourism market, a study on the purpose and satisfaction of inbound tourists to choose Mongolian tourism, and problems existing in the development of Mongolian tourism. The measures taken by the Mongolian government to expand the inbound tourism market are discussed in the end. At last, the author discusses how to solve the existing problems of Mongolian tourism and summarizes the opinions and suggestions on the development of Mongolian tourism.
【学位授予单位】：首都经济贸易大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F593.11;F274

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