摘要
湖南湘西土家族旅游业在经过多年的发展之后,已经发展到产业阶段,确立了经济产业理念,初步具备了经营和开发规模。通过统计数据证实,湖南湘西土家族旅游业发展态势好,但是,从湖南湘西土家族旅游地品牌营销情况来看,却存在竞争能力不强、客源萎缩、经济效益与社会效益不高等多个方面问题。传统的营销机制已经不能适应湘西土家族旅游业的发展要求,为此,破解湖南湘西旅游业发展的瓶颈,需要创建一种新的营销机制。而旅游地品牌地营销作为新的营销模式,在旅游界受到了广泛关注。因此,研究湖南湘西土家族旅游品牌营销机制建设,具有重要的参考价值。
Hunan Xiangxi Tujia tourism industry after years of development lag,has developed into the industrial stage,establish economic industrial concept,initially with the management and the development of the scale. Through the statistical data confirmed that the development situation of Hunan Xiangxi Tujia tourism,however,from Hunan Xiangxi Tujia tourism brand marketing situation, but there is competition ability is not strong, shrinking market, economic benefit and social benefit is higher in many aspects. The traditional marketing mechanism already can not adapt to the development of Xiangxi Tujia tourism demands,therefore,break the bottleneck of the development of Hunan tourism industry in Xiangxi,the need to create a new marketing mechanism. While the tourism brand marketing as a new marketing mode,has been widespread concern in tourism industry. Therefore, the construction of Hunan Xiangxi Tujia tourism brand marketing mechanism research,it has important reference value.
出处
《贵州民族研究》
CSSCI
北大核心
2015年第2期137-140,共4页
Guizhou Ethnic Studies
基金
湖南民族研究立项课题"民族地区旅游业与少数民族文化协调发展研究--基于社会协同的视角"(项目编号:HNMY2014-033)
关键词
湖南湘西
土家族
旅游地品牌
营销机制
Hunan Xiangxi,Tujia nationality,tourism brand,marketing mechanism
