辽宁农业科学Issue(4)：23-28,6.DOI:10.3969/j.issn.1002-1728.2017.04.006
基于消费者行为的乡文化旅游景区营销村策略研究 ——以陕西省棣花古镇为例
Research on Marketing Strategy of Rural Cultural Tourism Scenic Spot Based on Consumer Behavior——A Case of DiHua in Shaanxi
摘要
Abstract
How to attract and promote consumption is an important issue in the development of rural tourism. Based on the theory of consumer behavior,this paper analyzes the tourists' behavior in four aspects,such as consumer motivation,travel decision,consumption and evaluation,through the investigation of Dihua in Shaanxi. The results show that the tourists have higher return rate to the town,but Consumption is not strong. Further,relying on 4P marketing theory,proposed to improve the product structure of Dihua Scenic Area,to develop a reasonable price strategy and multi-channel promotional strategy,hoping to change the status quo of scenic development,change the local economic development,to meet people's spiritual and cultural needs.关键词
乡村文化旅游/消费者行为/棣花古镇/营销策略Key words
Rural cultural tourism/Consumer behavior/DiHua/Marketing strategy分类
管理科学引用本文复制引用
房琳,刘龙龙,李庚..基于消费者行为的乡文化旅游景区营销村策略研究 ——以陕西省棣花古镇为例[J].辽宁农业科学,2017,(4):23-28,6.基金项目
商洛学院商洛文化暨贾平凹研究中心开放课题(15SLWH11)项目阶段性成果 （15SLWH11）
