湘西永顺土家族旅游营销策略研究-毕业论文.docVIP

毕业论文 湘西永顺土家族旅游营销策略研究 院 别 经贸学院 专业名称 信息管理与信息系统 班级学号 学生姓名 指导教师 年 月 日湘西永顺土家族旅游营销策略研究 摘 要 在世界经济发展取得巨大成果的今天，人们的生活水平提高了，对生活的需求从追求温饱跨越到了寻求精神愉悦的阶段。由此，旅游业顺势发展成全球经济中比重逐年上升的行业，对人们的生活产生了巨大影响，更对世界文化和经济的发展产生了强劲的推动力。在世界旅游行业迅速发展的大环境下，少数名族聚集的湘西自治州大力发展旅游业，也因旅游而闻名。其下管辖的县级单位永顺因具有得天独厚的自然生态资源和土家民俗风情资源，旅游资源丰富，有巨大的发展潜力，永顺县境内的人口75.45%是土家族，有浓厚的少数名族氛围。在国家西部大开发的政策下，永顺县积极发展旅游业，对老司城考古遗址进行规划保护，并进入了世界文化遗产预备名录；芙蓉镇，猛洞河漂流，以及小溪生态保护区近等被评为湘西美景，在旅游创收上也取得不错的成绩，据统计，2014年第一季度，永顺县接待游客人次数达到64.12人次，同比增长31.46%，直接实现旅游收入2.68亿元，同比增长20.95%。提升了永顺旅游业的地位，为其量身制定合理的旅游市场营销战略以拓展旅游市场具有十分重要的意义。 关键词:永顺旅游景区、旅游营销策略、SWOT分析、4P理论Yongshun in Xiangxi Abstract The development of economy has made a great achievement, and the standard of peoples life also has mad a great development. so, peoples demand of life is from the enough food and clothing to the spiritual pleasure. Tourism has become a important part of the global economy , also has a tremendous impact on peoples life, and contributed to the culture and economy. Because of the rapid development of the world tourism industry. Xiang Xi Autonomous Prefecture gets a good grade of the tourism and become a famous Tourist Area. Because with unique natural resources and ecological resources of Tujia customs, Yongshun County has great potential of development.75.45% percent of the population is Tujia, so there is a strong Minorities atmosphere. With the Western development policy, YongShun is active to develope tourism.We protect the old city ruins,and it is ready to enter the world cultural heritage list.Hibiscus Town,Meng dong rafting, and Xiaoxi Ecological Reserve become Beautiful scenery of Xiangxi,also achieved good results on tourism revenue. According to statistics, in the first quarter of2014,the number of tourist reached to 64.12passengers, an increase of 31.46%, the direct tourism revenue268 million yuan, an increase of 20.95%. The status of tourism