基于STP营销视角下山地景区绿色营销的探索——以武功山景区为例  

Study on the Green Marketing of the Scenic Spot from the Perspective of STP Marketing——a case study of the scenic spot Wugong Mountain

作　　者：李梁平 祝霞 张志荣[1] 温鸿 

机构地区：[1]上饶师范学院历史地理与旅游学院,江西上饶334001

出　　处：《上饶师范学院学报》2017年第5期93-98,共6页Journal of Shangrao Normal University

摘　　要：近年来,山地旅游作为一种新兴旅游形式在国内迅猛发展,其因富有探险、猎奇、挑战、亲近自然等特点而广受民众的喜爱。武功山作为典型的山地景区,在使用STP营销策略中获得了较好的经济效益,但同时,其山地旅游资源也遭到了严重破坏,特别是山地草甸的种类、高度和株丛数遭受严重的影响。景区管理者在协调山地旅游资源的保护和山地旅游产品的开发过程中陷于两难境地,而这一困局往往是由于营销理念与现实的脱节所造成。应在传统的STP营销基础上,构建绿色营销理念,建立山地景区绿色营销模型,从而把控山地景区绿色营销理念与执行环境的时间差,以期实现山地旅游的可持续发展。In recent years,the mountain tourism as a new form of tourism has developed rapidly and enjoyed great popularity in China,for this form of tourism is characterized by adventure,seeking novelty,challenge,and closeness to nature.Wugong Mountain,as a typical mountainous area,with the use of the STP marketing strategy has obtained good economic benefit,but at the same time,its mountain tourism resources have also been severely damaged,especially the mountain meadow species,height and number of trees which suffered serious damages.Scenic spot managers are in a dilemma in the coordination of mountain tourism resources protection and the development of mountain tourism products,and this dilemma is often due to the disconnection between marketing idea and reality.On the basis of the traditional STP marketing,people should build the green marketing idea and establish the green marketing model of the mountainous scenic area,so as to control the time difference between the green marketing idea and the execution environment of the mountain scenic area in order to realize the sustainable development of the mountain tourism.

关 键 词：武功山景区 STP营销 绿色营销 

分 类 号：F592.6[经济管理—旅游管理]