资兴市旅游目的地营销策略研究

发布时间：2018-06-19 21:08

本文选题：资兴市 + 旅游目的地　；参考：《湖南师范大学》2013年硕士论文

【摘要】：19世纪中期,英国人托马斯.库克开办了世界上第一家旅行社托马斯.库克,世界近代旅游就此拉开序幕。转眼间一个半世纪过去了。全球经济的增长,旅游业的飞速发展,带动旅游收入和旅游人数都水涨船高。不可否认,旅游业是当今世上发展极具发展潜力的产业之一。自加入世界贸易组织以来,世界越来越关注中国,与中国的交流越来越多,推动了中国旅游业高速发展。社会一步一步的发展,把将营销理论与旅游地区实际情况相结合进行渐渐成为旅游目的地营销的重点。目前旅游目的地整体实力的竞争已成为旅游业间竞争的主要形式。可想而知,一个城市想在旅游业方面有所建树,从众多的竞争者中脱颖而出,成为非常出名的旅游目的,离开了营销工作,那是很难达到目标的。资兴市是湖南省的一座小城,有着丰富的旅游资源,资兴市政府也非常重视旅游业的发展。但是,与之不相匹配的是,旅游产业在资兴市的发展却不尽如人意。相比旅游业发达的地区,资兴市旅游业的发展质量、接待水平还有待提高。在资兴市,旅游业对经济、社会发展的促进作用还没有体现出来。作为知名度不高的旅游城市,资兴市的旅游业发展面临既有很多的机遇和也有不少的挑战,这就决定了资兴市旅游目的地建设必须通过需要科学的、有效的策略打破困局。本文分析了资兴市旅游目的地营销方面的近年来的发展及现状,取得的成效以及实际营销过程中的不足之处,从营销略角度出发,提出了如何推动资兴市旅游目的地更好发展的一些建议。希望本文的研究,能有助于资兴市旅游目的地未来的发展,提供一定的参考价值和可借鉴之处。
[Abstract]:In the mid-19th century, the English Thomas. Cook set up Thomas, the world's first travel agency. Cook, the world's modern tourism this prologue. A century and a half passed in a blink of an eye. With the growth of the global economy and the rapid development of tourism, tourism revenue and tourism population are rising. Undeniably, tourism is one of the most promising industries in the world. Since joining WTO, the world pays more and more attention to China and exchanges with China more and more, which promotes the rapid development of Chinese tourism. With the development of society step by step, combining the marketing theory with the actual situation of the tourist region is gradually becoming the focus of the tourism destination marketing. At present, the competition of the overall strength of the tourist destination has become the main form of competition among the tourism industry. It is conceivable that a city that wants to make a difference in tourism, stands out from many competitors, becomes a very famous tourist destination, and leaves its marketing work, which is difficult to achieve. Zixing City is a small city in Hunan Province, with rich tourism resources. The government of Zixing City also attaches great importance to the development of tourism. However, the development of tourism industry in Zixing City is not satisfactory. Compared with tourism developed areas, the quality of Zixing tourism development, the level of reception needs to be improved. In Zixing City, the promotion of tourism to economic and social development has not yet been reflected. As a little-known tourist city, the tourism development of Zixing City is faced with many opportunities and challenges, which determines that the construction of tourism destination in Zixing City must break the dilemma through scientific and effective strategies. This paper analyzes the development and present situation of the tourism destination marketing in Zixing in recent years, the results achieved and the deficiencies in the actual marketing process. This paper puts forward some suggestions on how to promote the better development of tourism destination in Zixing City. It is hoped that the research in this paper will be helpful to the future development of the tourism destination in Zixing city and provide some reference value and reference.
【学位授予单位】：湖南师范大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F592.7

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