摘要
边缘型古镇在明星景区的遮蔽效应之下,其旅游资源的优势将会逐渐消失,为了更好地发挥边缘型古镇的旅游资源的优势和潜力,必须从一个新的角度构建该类旅游市场营销战略。借鉴旅游营销的意境流理论,通过营造良好的意境来更好地塑造芙蓉古镇旅游的整体形象,在此基础上确定了营销理念与定位,以此冲破张(家界)、凤(凰)两地的旅游遮蔽效应,从营销4P(产品、价格、分销、促销)理论入手,制定出适于芙蓉古镇旅游市场发展的营销策略。
Under the shadowing effect of the star scenic spot,the tourism resources of marginal town will gradually disappear.In order to exert the potential resources of the marginal town,we must construct the marketing strategy from a new type of tourism point.This article drew on the tourism marketing by use of the artistic flow theory,and shaped the overall image of tourism in Furong Town,then identified the marketing concept and positioning to break the famous tourism area-Zhang Jiajie and Feng Huang Travel Circus＇s shadowing effect.At last,from the marketing 4P（product,price,distribution,promotion） theory the writer suggested constructing an appropriate tourism marketing strategy for the Furong Ancient Town.
出处
《旅游论坛》
CSSCI
2010年第3期342-345,360,共5页
Tourism Forum
基金
国家社科基金"张家界旅游产业转型与结构升级优化研究"(07BJY138)
湖南省中国少数民族经济重点学科
湖南省西部经济发展研究基地和湖南省"区域旅游发展与管理"高校科技创新团队资助项目
关键词
旅游营销
意境流
边缘型古镇
tourism marketing strategy
artistic flow
marginal ancient town
