福建省乡村生态旅游项目营销推广分析——以莆田“笛韵森林人家”为例  

Marketing of Rural Ecological Tourism Project Analysis by Fujian Province——Taking Putian“Fluting Forest Home”as An Example

作　　者：吴飞美[1] 黄力[1] 

机构地区：[1]闽江学院管理学系,福建福州350121

出　　处：《闽江学院学报》2013年第6期99-102,共4页Journal of Minjiang University

摘　　要：近年来,乡村生态旅游行业悄然兴起,成为旅游业中一个很具发展潜力的项目。正确有效地运用营销推广方面的理论知识加以指导,对乡村生态旅游的进一步发展、丰富旅游产品、转变经济发展方式等都具有现实的意义。从乡村生态旅游的概念出发,围绕福建省乡村生态旅游项目的发展现状,以莆田"笛韵森林人家"为例,通过分析营销推广策略在项目中的运用状况和存在问题,提出推广乡村生态旅游项目的具体营销策略,并运用SWOT分析法对莆田"笛韵森林人家"项目进行综合评价。In recent years, rural ecological tourism has sprung up quietly, becoming a potential project in tourism. Under the guidance with correct and effective theoretical knowledge of sale promotion, it is practically sig- nificant for rural ecological tourism to develop further, diversify tourism products and solve the issues concerning ag- riculture, farmers and countryside. This paper is from the perspective of the concept of rural ecological tourism, and based on the present situation of development of its project in Fujian province. Taking Putian Flute Melody （Di Yun） Agritainment as an example, some specific marketing strategies promoting the rural ecological tourism are put forward in the essay, through the analysis of application of marketing strategies in the project. Development situations of Putian Flute Melody （ Di Yun） Agritainment new village tourism in Wuhan city are analyzed by using SWOT anal- ysis.

关 键 词：福建 乡村生态旅游 营销推广 

分 类 号：F592.3[经济管理—旅游管理]