摘要
旅游客源市场分析是一个景区进行营销策划的基础。在此论述了洛阳龙门石窟风景区的旅游发展现状,并依据历年的统计资料,运用对比分析法、波士顿矩阵法等方法,对龙门风景区的入境客源市场和国内客源市场做了系统分析。最后,在研究景区国内外客源市场特点的基础上,做出相应的对比,并提出一些建议:龙门风景区在搞好重点客源市场宣传促销的同时,注重强调拓宽客源层;优化旅游消费结构;丰富革新传统旅游商品,开发特色旅游商品;确定龙门风景区的总体旅游形象,加强品牌形象支撑体系建设。
Analysis on tourst market is the basis of a scenic area to plan marketing. In this paper, the tourism development state of Luoyang Longmen Grottoes scenic area was discussed .And according as the relative data of past years, using the methods of contrastive analysis and BCG matrix, the overseas tourist market and domestic tourist market of the Longmen Grottoes tourism scenic area were sysmatically analysised. At last,based on researching the characteristics of overseas tourist market and domestic tourist market, contrast analyses were made and some suggestions were put forward. First,Longmen scenic area should emphasize broadening turist maket layer while doing well in the key touristsmarket promotion.Second,it should optimize traveling consumption pattern.Third, it should rich traditional tourism products and develop distinctive tourism products.Last,it should determine the overall tourism image and strengthen the brand imagestrut system construction.
出处
《云南地理环境研究》
2007年第6期122-129,共8页
Yunnan Geographic Environment Research
基金
河南省教育厅人文社会科学研究项目(2005-ZX-219)
河南大学2005年校内基金重点(05ZDRW007)
关键词
龙门风景区
客源市场
对比分析法
波士顿矩阵法
longmen scenic area
tourst market
methods of contrastive analysis
BCG matrix
