全域旅游视角下上林县的旅游营销探析摘 要随着时代的进步，人们对旅游的看法也在变化。最近出现的全域旅游概念，便是新时代发展背景下应运而生的一种全新的旅游运作发展模式，其最为主要的特点是从全局化的角度，促进各领域产业、资源等围绕旅游开发发展进行全方位、系统化的优化提升，从而促使区域经济、社会等方面整体协调发展。本论文即是在全域旅游理论基础上，首先进行了全域旅游与旅游营销方面的理论阐述，然后以入选国家全域旅游示范区创建单位的上林县为例，根据上林县的实际情况，指出全域旅游视角下上林县旅游发展的现状，以及在旅游营销方面存在的一些不足比如形象定位模糊、品牌意识不强，旅游资源零散、缺乏整合，营销理念落后、营销策略被动，宣传形式单、知名度低等。并通过对存在的各类问题进行分析，从而有针对性地提出相应的解决对策，从全域旅游的“全”字出发，对上林县进行全目的地、全资源、全产业、全方位、全参与的营销，从而有效促进上林县旅游业的发展，实现上林旅游从“观光旅游”向“深度体验旅游”转变。关键词：全域旅游；旅游营销；上林县AbstractWith the development of the times, people's understanding of tourism has gradually deepened. In recent years, the concept of all-for-one tourism, is a new era of development under the background of the emergence of a new mode of development of tourism operations, the most important feature is the global perspective, to promote the field of industry, resources, etc. around tourism development to carry out all-round, systematic optimization and upgrading, in order to achieve regional economic, social and other aspects of the overall coordinated development. On the basis of the theory of all-for-one tourism, this paper first elaborates the theory of tourism and tourism marketing in the whole country, and then takes Shanglin, which is the unit of the national tourism demonstration area, according to the actual situation of Shanglin, The status quo of tourism development in Shanglin, as well as some deficiencies in tourism marketing...
