摘要
近年来,乡村旅游发展势头强劲,但同时存在着发展方向不明,同质化严重以及营销手段简单等问题。本文以宜昌市夷陵区新开发的六条乡村旅游线路为例,就乡村旅游产品的特点、创新策略作了阐述,在乡村旅游产品的营销策略中,引入了口碑营销、仪式感营销、体验式营销等契合产品特色的营销策略,以期能为乡村游的营销提出建设性意见。
In recent years, the development of rural tourism is prosperous, but there are also some problems such as severe ho- mogenization, simple means of marketing and so on. With the six newly-established rural tourist routes in Yiling District of Yichang City as an example, this paper elaborates the character- istics and innovation strategies of rural tourism products, and in- troduces several marketing strategies that tally with product char- acteristics, such as word-of-mouth marketing, ceremony-like marketing, experiential marketing and so on. The writer hopes to provide constructive suggestions for rural tourism marketing.
出处
《科教文汇》
2015年第18期191-192,共2页
Journal of Science and Education
关键词
乡村旅游产品
创新
营销
rural tourism products
innovation
marketing
