国际生态旅游认证市场营销策略分析

通过调查发现目前大多数生态旅游认证项目资金不足,市场规模小,直接面对消费者的营销成本极高。此外,在面向旅游中介机构(例如旅游经营商)、媒体、旅游频道等机构进行宣传时,缺乏专业的营销知识。本文在此基础上分析了国际生态旅游认证市场存在的问题,提出了大力宣传和营销生态旅游认证产品的低成本但有效的市场营销策略。

Marketing Strategy Analysis of International Ecotourism Certification

The survey reveals that most of ecotourism certification programs do not have sufficient funds with very small market size and high marketing costs.In addition,when propagandizing through tourism intermediaries(such as tourism operators),medias,travel shows,etc.,it lacks of marketing knowledge.On the basis,the paper analyzes the existing problems in international ecotourism certification market,and then puts forward the inexpensive and effective marketing strategies to promote and sell ecotourism certification products to governments,potential funders,and relevant non-governmental organization.