摘要
目前 ,我国旅游产品的文化开发层次低 ,导游素质低 ,市场壁垒低 ,营销手段落后 ,导致旅游产品的核心竞争力不强 ,很多景点面临客源断流的威胁。挖掘旅游产品的文化价值 ,提高游客的让渡价值 ,进行“文化定位” ,营造市场壁垒 ,有效占领细分市场 ,实行纵向一体化 ,走整体营销之路 ,是提高旅游产品核心竞争力的重要途径。因此 ,旅游营销要打“文化牌”。
At present, the low level of the cultural development of our tourism, the incompetence of the tour guide, the low market barracks, the low competitiveness and the backward marketing skills are the main causes of depression of many scenic spots. Scooping out the culture value of the tourism-product, increasing tourism delivered value, proceeding 'culture positioning' to subdivide the market effectively and marketing are important ways of increasing the core competitiveness of the tourism product. Therefore, tourism marketing should emphasize on 'culture'.
出处
《大连海事大学学报（社会科学版）》
2004年第1期64-67,共4页
Journal of Dalian Maritime University(Social Science Edition)
