A Study On The Marketing Strategy Of Eco-cultual Tourism In Hubei Western Area

The main purpose of this thesis is to study marketing strategy of the ecologicalcultural tourism circle of western Hubei.Firstly, it presents the background and significance of this topic and demonstatesdomestic and foreign tourism marketing theories, which forms the literature review part ofthis thesis. Then it illustrates the current situation of western Hubei tourim circle,including its development situation, exsiting problems, the macro and micro-environmentand the implementation of its tourism marketingBased on the current situation of Western Hubei Tourism Circle, this thesis analyzesthe domestic tourism market in terms of the target market growth, profitable, features ofthe resources, and classified its market. At the same time, it is also classified its customersources by the visiting purposes into following types: ecology sightseeing, religious andcultural visiting, business and study visiting, and specialized visiting. After that, this thesismade relevant selection according to different market. It summarized the position ofWestern Hubei Tourism Circle should be “A Resort Full of Chinese Traditional Sceneryand humanized landscape”. It also positioned the different classified tourism marketaccordingly. In order to develop the target market, this thesis adopted the7P theory tostudy and analyze the Western Hubei Tourism Circle. The author composed the relevantstrategy from the following aspects: product, price, place, promotion, people, process andpresentation. The detailed measures are: to improve the websites, to use weibo, and tooptimize the searching engine and adopt the instant message marketing. The onlinemarketing stragegy is to focus on building a full functional website with abundantinformation.At last, this thesis offered the suggestions about the marketing strategy of WesternHubei Tourism Circle, it need to improve the following aspects: management structure andmanagement system, human resource structure, brand building, investment scale. And toadopt the scientific continous development way to accelerate the development of WesternHubei Tourism Circle from all the aspects.