玉林市旅游市场营销研究

发布时间：2018-05-17 00:47

本文选题：玉林旅游 + 旅游市场　；参考：《广西大学》2013年硕士论文

【摘要】：玉林市作为全国优秀旅游城市,有着丰富的旅游资源和优越的区位,但在近几年发展过程中也出现不少问题,诸如旅游总量虽不断增加,但增长份额占全区总量增加额的比重却是在不断减少；有知名度但没有吸引力等。要解决这些问题,其中一个重要的研究方向就是旅游市场营销。本文运用文献研究法、数据分析法、访谈法等研究方法,选取玉林市旅游市场为研究对象,结合市场营销学的理论和玉林旅游客源市场的实际,对玉林旅游市场营销的对策进行了研究。主要包括五大部分：第一部分绪论,说明本文的选题背景和研究意义,并对国内外文献研究进行综述,以拓宽研究的思路。第二部分阐述了研究的理论基础,主要运用市场营销学的STP、4PS理论及政府主导旅游市场营销的模式来支撑本文的研究,同时分析了宁波的成功经验给玉林旅游市场营销带来的启示。第三部分,陈述了玉林旅游市场营销的现状,包括客源市场和4PS的实施现状。第四部分,在现状的基础上提出存在的主要问题并进行原因分析。第五部分,针对存在的问题提出玉林市旅游市场营销的优化对策。最后是对本文研究的总结,得出结论：玉林旅游市场营销形象必须先行；节庆是推动玉林旅游市场营销的重要手段；不能动摇政府的主导地位。希望本文的研究对玉林旅游市场营销有现实的参考价值。
[Abstract]:As an excellent tourist city in China, Yulin City has abundant tourism resources and superior location. However, in recent years, there have been many problems in the development process, such as the increasing amount of tourism. But the share of growth in the region's total increase is declining; well-known but not attractive, and so on. To solve these problems, one of the important research direction is tourism marketing. This paper uses the methods of literature research, data analysis, interview and so on, selects the Yulin tourism market as the research object, combines the marketing theory and the reality of the Yulin tourist source market. The countermeasures of Yulin tourism marketing are studied. It mainly includes five parts: the first part is the introduction, which explains the background and significance of this paper, and summarizes the domestic and foreign literature research in order to broaden the research ideas. The second part describes the theoretical basis of the study, mainly using the STP4PS theory of marketing and the government-led tourism marketing model to support this study. At the same time, this paper analyzes the successful experience of Ningbo to the Yulin tourism marketing inspiration. The third part states the current situation of Yulin tourism marketing, including the tourist market and the implementation of 4PS. The fourth part, on the basis of the current situation, put forward the main problems and cause analysis. The fifth part, in view of the existing problems, put forward the optimization countermeasures of Yulin tourism marketing. Finally, the conclusion is drawn: the image of Yulin tourism marketing must first; festival is an important means to promote the tourism marketing of Yulin; the leading position of the government can not be shaken. I hope the study of this paper has practical reference value for Yulin tourism marketing.
【学位授予单位】：广西大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F592.7

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