湖北荆州古城景区营销策略分析

湖北荆州古城景区营销策略分析

摘要：旅游景区是旅游产业链的基础，荆州市旅游业的发展虽然取得了一定的成绩，但始终不愠不火，现阶段的状况是“人人知荆州，甚少到荆州”，在此，本文对湖北荆州古城景区在发展过程中存在的问题及原因进行了分析，在了解国内外旅游景区（目的地）营销相关研究的基础上，通过对目前荆州古城区旅游营销现状的分析，找出了其优势与不足的地方，运用市场营销组合战略，提出了个人的改进策略及保障策略实施的相关建议。

关键词：旅游业；旅游景区；景区营销；营销组合

Analysis of Jingzhou city area marketing strategy

Abstract: Tourism is the tourist industry base, jingzhou city tourism development has made some achievements, but always not flower, present condition is "everyone knows it, but very little to ", in this paper, the development of hubei province jingzhou city area in the process of the existing problems and causes are analyzed, and the understanding of domestic tourism scenic spots in marketing research destination, on the basis of the ancient city of jingzhou through an analysis of the present situation of tourism marketing, find out the advantages and disadvantages of the place, use of marketing mix strategy, and put forward improving strategies and safeguard the personal strategies.

Keywords: Tourism, Scenic area marketing, Marketing mix, Strategy implementation

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