互联网背景下的凤凰古镇民宿营销策略分析  

Analysis on the Marketing Strategy of Home stay in Fenghuang Ancient Town under the Internet Background

作　　者：唐玉兔 TANG Yu-tu(School of Geography and Tourism,Hunan University of Arts and Sciences,Changde,Hunan 415000)

机构地区：[1]湖南文理学院地理科学与旅游学院,湖南常德415000

出　　处：《江苏商论》2024年第5期12-15,20,共5页Jiangsu Commercial Forum

基　　金：湖南省教育厅科学研究一般项目:三维视角下推动洞庭湖生态旅游产业高质量发展的机制与对策研究(21C0520)。

摘　　要：民宿作为旅游业衍生的产品,在互联网信息时代得到了快速发展。以凤凰古镇民宿为研究对象,通过调查研究分析得出当前存在民宿同质化严重、网络营销水平低、营销运营不成熟、营销模式单一等问题,针对性提出营销策略改进措施,可为凤凰古镇的旅游产业发展提供指导。As a derivative product of the tourism industry,B&B has developed rapidly in the Internet information age.Taking the homestays in Fenghuang Ancient Town as the research object,through investigation and analysis,it is found that there are serious homogenization of homestays,low level of online marketing,immature marketing operations,and single marketing models.Targeted marketing strategy improvement measures are proposed,which can provide guidance for the development of tourism industry in Fenghuang Ancient Town.

关 键 词：互联网 凤凰古镇 民宿 营销策略 

分 类 号：F590.7[经济管理—旅游管理]