基于营销的榆林主题旅游线路设计  

Based on the theme tourism marketing yulin line design

作　　者：张霞[1] 

机构地区：[1]榆林学院管理学院,陕西榆林719000

出　　处：《榆林学院学报》2011年第5期30-34,共5页Journal of Yulin University

基　　金：榆林学院教改项目(JG1031);榆林学院高层次人才科研启动基金项目"榆林市工业旅游现状分析及战略构想"(10GK05)

摘　　要：主题旅游线路能集中反映目的地旅游资源特征、市场偏好及产品发展趋势,是目的地开展旅游形象宣传以招徕游客、促进旅游产业发展的重要载体。为提高知名度、促进榆林旅游又快又好发展,特设计出长城边塞、生态旅游等七条面向大众的主题旅游线及陕北民歌音乐之旅、石雕文化旅游线等九条特色长尾旅游线路,并从政府企业等不同主体出发探讨了联合关系营销、事件营销、网络营销、体验营销、价格策略及销售渠道等方面的线路推广策略。Theme tourism lines can focus reflects the destination tourism resources characteristics,market and product development trend and the preference is for tourism destination image campaigns to attract tourists and promote the development of tourism industry important carrier.To increase awareness,promote tourism and quick and good northwest development,design,the Great Wall,ecological tourism and other frontier for the general theme of article 7 LvYouXian and folk songs of northern shaanxi music journey,stone carving LvYouXian nine characteristics such as culture long tail tourist routes,and from the government tries to discuss different subject enterprise and so on the joint relationship marketing,marketing,network marketing events,the experience marketing,price strategy and sales channels of line promotion strategy.

关 键 词：榆林 主题旅游线路 营销 

分 类 号：G592.7[文化科学—教育学]