旅游景区的市场营销策略分析

旅游景区市场营销策略分析--以连州地下河景区为例旅游学院 2024 级旅游管理（生态旅游方向）杨湛摘要:旅游业的辉煌崛起，极大地改变旅游景区的生产方式和经济结构，旅游景区的进展成为迫在眉睫的任务。可以这样说，一个旅游景区市场营销的黄金时代即将来临。但国内对旅游景区市场营销的讨论仍处于初步阶段。本文以广东省连州地下河景区为讨论对象，通过实地调查与访问，对旅游景区市场营销的市场调研、目标市场定位、景区形象定位、促销等各方面进行了初步的讨论。并通过对旅游景区市场营销中各种策略的运用进行了初步的分析与讨论，提出了自己对连州地下河景区市场营销策略的创新思考。关键词 旅游景区；营销策略；创新；连州地下河An Inquiry into Marketing Strategies for Tourist Areas--- Taking the Lianzhou Underground River as an ExampleAbstract: Owing to the increasing development of tourism, the production mode and economic structure has been changed greatly. Thus the development of tourist attraction becomes an extremely urgent task. Indeed, the golden age of tourist areas is forth coming. However, the domestic research on marketing in tourist areas is still at the preliminary stage. This article takes Lianzhou Underground River in Guangdong province as its research object. With an on-the-spot investigation, the author did a preliminary research on marketing in tourist areas in the aspects of marketing research, target market positioning, orientation of the image of tourist areas, promotion, etc. In addition, through the preliminary analysis and study of the application of variety of marketing strategies in tourist areas, the author comes up with some innovative ideas about the issue.Keywords: tourist areas, marketing strategy, innovation, Lianzhou Underground River1 引言旅游景区是旅游业的核心产品，它既是旅游业赖以生存的基础，又是旅游业进展的必定产物。截止至 2024 年，我国已建立 A 级及以上景区共 2261 家，其中包括 AAAA 级景区671 家，AAA 级景区 532...