旅游景区产品开发和营销二稿.doc

旅游景区产品开发与营销 [摘 要] 旅游景区产品开发是根据市场需求，对旅游资源、旅游设施、旅游人力资源及旅游景点等进行规划、设计、开发和组合的活动。由于旅游产品的生命周期客观存在，为保持旅游企业的可持续发展，应该有处于成熟期的一代旅游产品，也有处于成长阶段的一代产品，同时还有正在开发当中的一代产品，只有这样才能保持旅游景区企业的可持续发展。因此，景区企业应该未雨绸缪，及时分析外部环境，预测旅游产品的生命周期，具有前瞻性地适时进行旅游产品的开发。而旅游景区产品营销是指通过分析、计划、执行、反馈和控制这样一个过程来以旅游消费需求为导向，协调各种旅游经济活动，从而实现提供有效产品和服务，使游客满意，使企业获利的经济和社会目标。从定义不难看出景区产品的开发服务于旅游景区产品的营销，本文将探究这两者的内在关系，以及战略性的开发与策略性的营销这两者的整合之道。希望可以为景区企业的健康卓越的发展提供建议和帮助。 [关键词] 市场需求 开发 营销 整合 建议 Tourism Attraction Development Marketing [Abstract] Tourist attractions product development is based on market demand, tourism resources, tourism facilities, tourism human resources and tourist attractions such as planning, design, development and combinations of activities. Because tourism product life cycle exists objectively, in order to maintain the sustainable development of tourism enterprises, there should be in a mature generation of tourism products, but also in the growth stage of its predecessor, as well as the generation of products under development, the only way to keep the Sustainable development of tourist attractions business. Therefore, companies should take precautions scenic timely analysis of external environment, forecasting tourism product life cycle, have proactively timely development of tourism products. The tourist attractions of product marketing is through the analysis, planning, implementation, feedback and control such a procedure to tourism consumption demand, coordination of tourism economic activities in order to achieve effective products and services to enable tourists satisfaction, so that enterprises eligible Lees economic and social objectives. Resorts is easy to see from the definition of product development services to the tourist attractions the marketing of products, this article will explore the intrinsic relationship between the two, as well as macro guidance of development and specific marketing strategy plan to integration. We hope to provide advice and assistance for the healthy development of sce