摘要
绿色营销理念已经逐步得到经营主体与消费者的认可,然而伴随山地旅游的发展,大多山地景区却未能充分使用绿色营销手段,为景区可持续发展、提升景区核心竞争力和塑造景区形象作出贡献。通过发现山地景区目前营销过程中存在的问题,尝试构建山地景区绿色营销管理模型,以武功山景区为例,通过分析旅游者客源市场、游客需求、出游偏好等内容,提出山地景区绿色营销的实施策略,期望引起山地景区对绿色营销的重视,并带来有益借鉴。
Green marketing concept has gradually been recognized by business entities and consumers, but with the development of mountain tourism, most mountain scenery spots failed to make full use of the scenic mountain green marketing tool for the area of sustainable development, and failed to enhance the scenic core competitiveness and contribute to shaping the scenic image. Through discovery scenic mountain during the current marketing problems in trying to build a green mountain scenic marketing management model, the Wugongshan mountain, for example, by analyzing the tourist source market, the needs of tourists, travel preferences, etc., it proposes the mountain scenic green marketing implementation strategy, expecting to attract importance to the mountain scenic of green marketing, and bring useful references.
出处
《中南林业科技大学学报（社会科学版）》
2015年第4期23-26,共4页
Journal of Central South University of Forestry & Technology（Social Sciences）
基金
国家科技支撑计划重大项目"鄱阳湖生态经济区建设生态环境保护关键技术研究及示范"(2012BAC11B06)
关键词
游客需求
山地景区
绿色营销
武功山景区
tourist demand
scenic mountain
Green Marketing
Wugongshan scenic
