Study On Marketing Strategies Of Folklore Tourism Of Lhasa

Folklore tourism is a high level of culture tourism, with the material life of people is more and more affluent, more and more tourists have been allured by folklore tourism what with publicizing folk culture and exhibiting folk elegant demeanor. Meanwhile, the attention on research of Folk Tourism has been growing, too. But there is not systematic and quantitative research on demand of tourists in the process of folklore tourism marketing. Although Lhasa is abundant in folklore tourism resources, the development of folklore tourism is unsatisfactory lack of marketing strategy. Furthermore, the marketing of folk tourism in Lhasa is only from the operator point of view, result in the marketing level and degree is very low, the tourists did not really experience the colorful folk customs in Lhasa. This paper takes the folklore tourism of Lhasa as the object of study, and conducts the research to folklore tourism of Lhasa marketing strategy, taking the advantages of the combination of data collection and field research, quality study and quantity analysis, theory and practice.This thesis is divided into five articles, the first part is introduce the research background, purpose and significance, research methods sand the research framework of the study; the second part is the theory of the thesis, which is summarize the development situation of folklore tourism both in home and abroad, defines the folklore tourism and folklore tourism resource, then introduce the theory of marketing mix, the theory of tourism area life cycle, and the theory of consumer behavior; in the third part, the author introduce the general situation of Lhasa, analysis the development situation of folklore tourism in Lhasa, summarize the folklore tourism resources, and analyze the marketing environment with the SWOT analytic method, and investigate the existing marketing methods. The fourth part is including the research of folklore Tourist Market in Lhasa City, analysis market segmentation and the selection and market positioning of target market of folklore tourism in Lhasa. In the last part, the author formulate the marketing strategy of folk tourism in Lhasa, including the main principles of folk tourism marketing in Lhasa, and the marketing mix strategy,and the measures to ensure the implementation of folk tourism marketing strategy.