Study On Systematic Positioning And Development Of The Karst Tourist Destination Of Guizhou

The unique karst environment in Guizhou Province has formed all kinds of natural karst landscapes and the unique regional karst tourist unit with graceful bearing. Although Guizhou has abundant tourist resources, it has not developed tourist industry. One of the most important reasons is that Marketing and tourist development lack the exact positioning among them. Because there isn't systemic theory of tourist positioning for karst to.urist destination at present, this thesis attempts to solve the positioning problem of tourist development in Guizhou by studying positioning theory. With systemic positioning as a guide, and karstology, geography of tourism, psychology, marketing, economics, behavior science as the support, by means of data from indoors and outdoors and mathematics and physics statistical methods, the author studies positioning of image, market, products and function in Guizhou, and then Studies comparatively on the model exploitation taking YeLanggu and TianHetan as examples. The paper gets the following results:(1) I learn it's important significance in the history of marketing of the theory through reviewing the development course of the positioning theory and point out the deficiency and limitation of the positioning theory combining development of era. On the basis of relevant marketing theory and practice in marketing, the systematic positioning method is put forward. With the ripeness of market and change of consumer idea day by day, theory of marketing in various fields has broken through and positioning theory has been enriched and developed constantly in practice. The positioning that modern marketing describes is a multi-dimensional course, including positioning of products, market, image, function, which comes into one. Then I point out that we should guide positioning in whole and systematic views. Most theories carry on Positioning in term of determining the nature, which has too much subjectivity in actual operation, lacking quantitative analysis. It is very difficult to accomplish accuracy thatpositioning result should have, so we should try our best to guide positioning by means of combining nature and quantitative.(2)On the basis of analysis to the marketing environment of Guizhou, the author has given positioning of image, market, products, function. Positioning of image of Guizhou is "the karst ecological cradle of national culture, magical karst kingdom". Foreign market Positioning: The primary markets are Japan and Singapore, Malaysia, Indonesia, Thailand, Philippine. The second markets: Britain, France, Germany and U.S.A. The third market: Oceania; The tourist products positioning of Guizhou is "The mysterious ecological culture of minority ethnic in karst, magical karst Natural History Museum, pleasant Holy Land for holidays, red tour, the township of the good wine ". The function positioning of Guizhou is the comprehensive tourist destination Collecting tour recreation, commercial affair, suspends schooling, scientific investigation, explores, education, amusement, spending holidays as a whole. Then I point out the disparity between the current situations of karst tourism in Guizhou and positioning target, and probe into the spread of positioning.(3)In research of the case, by analysing a large number of contrasts, this thesis has established different systematic positioning of Ye Lang valley and Tian He tan.Under the guidance of it, the author designs systernically tourist development ofscenic spots in the center and peripheral community.