基于认知调查的环巢湖体育旅游营销策略  

On the Marketing Strategies for Sports Tourism around Chaohu Lake Based on Cognitive Survey

作　　者：张军[1] 杨宝雷[2] 

机构地区：[1]滁州职业技术学院学生处,安徽滁州239000 [2]滁州职业技术学院体育部,安徽滁州239000

出　　处：《科教文汇》2016年第16期82-83,共2页Journal of Science and Education

基　　金：2015年安徽省高校人文社会科学研究课题立项项目"环巢湖体育旅游产业升级策略研究--基于泛长三角区域居民体育旅游意愿的实证"(SK2015A718)

摘　　要：依托区域深厚的自然和人文环境底蕴,环巢湖体育旅游具备了得天独厚的资源优势。但要进一步提升环巢湖体育旅游地吸引力、影响力和市场占有率,还需要从游客对环巢湖旅游地认知调查出发,紧扣地域独特的自然生态和历史人文,结合体育文化特点,建立完善旅游地形象识别系统,创新宣传推广方式,不断提高从业者素质,搭建营销体系,丰富营销策略。Relying on profound regional natural and humanistic environment, the sports tourism around Chaohu Lake has its u-nique advantages in resource. However, to further improve the attraction, influence and market share of sports tourism around Chaohu Lake, we should start with an investigation on tourists＇ recognition of tourism around Chaohu Lake, infiltrate the unique regional natural ecology and historical humanity into it and also take the characteristics of sports culture into account. The aim is to establish a marketing system and enrich the marketing strate-gies by establishing a complete image recognition system for the region, improving the existing way of publicity and continuously improving the related workers＇ quality.

关 键 词：环巢湖 体育旅游 认知 营销 

分 类 号：F592.4[经济管理—旅游管理]