摘要
中国休闲经济和休闲产业的快速发展,乡村休闲旅游面临广阔的市场前景。与此同时,乡村休闲旅游在营销理念和策略上尚存在诸多问题。本文从口碑营销的角度探讨了乡村休闲旅游的营销策略,分析了乡村休闲旅游口碑营销的重要性和必要性,并提出应从4C理论出发,真正重视消费者的心理预期和行为反应,抓住口碑传播的意见领袖等口碑营销途径,实现消费者的最大满意。
Since recreational economy and industry develops rapidly, rural recreational tourism gets benefits from it and faces an amplitude market. Meanwhile, there exist many problems in the marketing methods and strategies. This paper makes a study on word-of-mouth marketing to rural recreational tourism. It analyzes its necessity and significance. It points out that we should find the opinion leader to meet the consumers＇ satisfaction for best word-of-mouth.
出处
《湖北经济学院学报》
2006年第1期105-108,共4页
Journal of Hubei University of Economics
关键词
乡村休闲旅游
口碑传播
口碑营销
意见领袖
rural recreational tourism
spread through word-of-mouth
word-of-mouth marketing
opinion leader
