乡村旅游市场定位与推广研究——以四川西昌市为例

乡村旅游的发展受到客源市场的严重制约,只有通过定位目标市场,找准主要客源,并分析其主要特征,才能针对目标群体开展市场营销与推广。文章以地理和人口统计因子对西昌乡村旅游市场进行定位,提出形象传播与市场推广的理念和方案,以期进一步提高西昌乡村旅游知名度,拓展乡村旅游客源。

Study on the Positioning and Promotion of Rural Tourism Market --Take Xichang as an Example

Rural tourism development can be severely restricted by source market. Only by positioning target market, identifying the main source and analyzing their characteristics can marketing and promotion be carried out at the target groups. In the research the positioning of Xichang rural tourism market is mainly based on geo- graphic and demographic factors, and the author proposes the concept of image communication and marketing in the hopes of further improving the popularity of Xichang rural tourism and expanding the source.