浅析民宿的发展与营销-以泉州市古城区为例

I摘 要本论文以泉州古城民宿为例，通过文献研究法、问卷调查等方法，了解消费者对民宿的认知与需求，归纳总结泉州古城区民宿发展的现状及发展中存在的问题，针对泉州古城区民宿在发展中存在的不足，从借助新兴媒体的推广、依托泉州文化等方面提供一些优化营销策略，希望能为泉州古城区民宿的健康发展提供积极的借鉴作用。关键词：泉州古城区；民宿；发展；营销 IIAbstractThis thesis takes the old city of Quanzhou as an example. Through literature research methods, questionnaires and other methods, it understands consumers' perceptions and needs of the homestay. It summarizes the current situation and problems of the development of the old city of Quanzhou. There are some shortcomings in the development of the homestay. From the promotion of emerging media and relying on the culture of Quanzhou, it provides some optimized marketing strategies, hoping to provide a positive reference for the healthy development of the homestay in the ancient city of Quanzhou.Key words：Quanzhou Ancient Town; Bed and Breakfast; Development; Marketing目 录1 引 言.........................................................11.1 研究背景........................................................11.2 研究意义........................................................11.2.1 理论意义......................................................11.2.2 现实意义......................................................21.3 研究对象........................................................21.4 研究方法........................................................22 文献综述.........................................................32.1 国内外研究现状..................................................32.1.1 国外研究现状..................................................32.1.2 国内研究现状..................................................4III3 泉州古城区民宿发展现状...........................................53.1 古城区民宿现状....................