Study On Camping Tourism Marketing Strategy

In recent years, tourism has gradually become a key industry in the course of our national economic development with the development of economy and society. The scale of tourism industry is expanding and the system is becoming more and more complete. Tourism is a strategic industry in which there is low resources consumption, large driving quotients, more employment chances and good integrated efficiency. At present, our country is in the period of rapid industrialization and urbanization. The growing popularity and diversified consumer provides new opportunities for the development of tourism. Camping tourism, as a new tourism industry, has got the support from national government. To Speed up the Development of Tourism Opinion issued in December 1,2009 by the State Council puts forward to boost tourism product diversification development and develop leisure vacation actively. Camping tourism, as an important step to construct leisure tourism industry, and as the link to realize horizontal organization structure of "tourism industry plus extensive tourism industry plus related industry", is the "golden key" to open the tourism industry transformation and the upgrade of industry. Under the influence of good environment and the policy, camping tourism is developing gradually, and has shown strong vitality as well as has formed a huge market demand.At present, camping tourism has a late start and its development is comparatively backward. How to cultivate the new industry and extend earnings chain of spots and tourist products so as to adapt to the development of our country's tourism market demand is the primary task of the tourism development of accelerating camping tourism development. And the tourism marketing is one of the most critical parts. This article is based on our country tourism development situation, combines with the results of domestic and international marketing theory research, takes ChangShou National forest Park camping area marketing strategy as an example, and discusses the tourism market implementation marketing management theory basis. Meanwhile, this article takes the tourism marketing environment as the breakthrough point to analyze Heilongjiang camping tourism marketing environment from the macro, meso and micro levels. ChangShou National Forest Park marketing strategy is determined through evaluating its resources and making sure the market.At present, there are many articles on tourism marketing strategy at home. But there are rarely articles about camping tourism market. The documents on tourism marketing strategy are not systematic which analysis is about only one or several aspects. This article is based on the tourism marketing theory and analyzes deeply and systemically from three dimensions of marketing environment, tourism resources evaluation, market subdivision and market positioning. At last, a scientific, reasonable and systematic camping marketing strategy plan is carried out according to analyzing the results, which has certain directive significance to develop the camping tourism marketing in the future.