基于扎根理论的文化主题景区营销组合策略研究——以长沙世界之窗为例  

Research on Marketing Combination Strategy of Cultural Theme Scenic Spot Based on Root-based Theory——A Case Study of Changsha Window of the World

作　　者：夏赞才[1] 程珊珊[1] XIA Zancai CHENG Shanshan(Tourism College, Hunan Normal University, Changsha 410006, Hunan, China)

机构地区：[1]湖南师范大学旅游学院,湖南长沙410006

出　　处：《中南林业科技大学学报（社会科学版）》2017年第4期75-82,共8页Journal of Central South University of Forestry & Technology（Social Sciences）

基　　金：2017年湖南省研究生科研创新项目"怀旧与怀旧旅游的理论探索"(CX2017B169)

摘　　要：文化主题景区是旅游景区中的特色种类之一,景区营销是使其在旅游市场竞争中屹立不倒的关键。基于扎根理论分析思想,对大众点评网上获取的1100多条游客评论进行三级编码,研究发现,景区营销组合策略包含17个主范畴、5个核心范畴,构造了"管理-营销-顾客-产品-成本"五个维度的文化主题景区营销组合策略模型,对模型概念及各要素作用机制进行详细阐述,并从旅游生产经营商角度为文化主题景区进行市场营销提供简单的策略指导,以期对理论研究和实践运用有所贡献。The cultural theme scenic spot is one of the characteristic species in the scenic spot, and the marketing of scenic area is the key to survive in the tourism market competition. Based on the analysis of rooted theory, the author has found that the scenic marketing strategy includes 17 main categories and 5 core categories, and constructs the ＂management - marketing - customer - product＂ product. The paper analyzes the model concept and the mechanism of each factor, and provides a simple strategic guidance for the marketing of the cultural theme area from the perspective of the tourism production operator, with a view to the theory of the theory Research and practical use of contributions.

关 键 词：扎根理论 文化主题景区 营销组合策略 

分 类 号：F592.1[经济管理—旅游管理]