基于特色旅游的营销策略研究——以湖南省为例  

On the Marketing Strategies of the Characteristic Tourism——A Study based on Hunan Province

作　　者：张丽华[1] 罗霞[2] 

机构地区：[1]湖南商学院科研处,湖南长沙410082 [2]南京师范大学泰州学院商学院,江苏泰州225300

出　　处：《湖南商学院学报》2014年第6期89-91,共3页Journal of Hunan Business College

基　　金：湖南省科技厅项目"湖南特色旅游开发模式与策略研究"(2013ZK3041)

摘　　要：近年来,特色旅游逐渐成为现代国际旅游的新热点,开发特色旅游成为提高区域旅游竞争力的重要途径,有益于地方经济的振兴和发展。通过对湖南现阶段特色旅游产品开发的现状,对湖南特色旅游产品根据不同类型的旅游动机及购买行为提出相应的营销策略。In recent years, tourism has gradually become the new hot of modern international tourism, and to develop characteristic tourism has become an important way to improve the competitiveness of regional tourism, revitalize and be conducive to the development of local economy. Through analyzing the present situation of Hunan of the development of special tourism products, tourism products in Hunan and the characteristics of different types according to the buying behavior of travel motivation, this paper puts forward the corresponding marketing strategies.

关 键 词：特色旅游 营销策略 湖南省 

分 类 号：F592.68[经济管理—旅游管理]