Study On The Marketing Strategy Of Zigong Wolong Lake Interational Tourist Zone

At the end of2009,"Opinions on Accelerating the Development of Tourism", No.41document of the State Council document was proposed as a new state strategy for tourism development. This document provided an unprecedented opportunities for the development of tourism industry. The development of tourism industry often brings the revival of exploitation, and utilization of natural resources, the recovery of tourism estate industry, culture and media industry, the promotion of foreign exchange income, the thriving of hotel and travel agency business, and other related industries. Zigong is always famous for its tourism resources featured in salt culture, dinosaur culture and lantern culture, based on which, Wolong Lake International Tourist Zone had started constructing work in2012. Based on the analysis of its characteristics of tourism resources in Zigong city, in order to solve the problem of scenic spot marketing strategy research,this thesis analyses on project SWOT analysis, travellers survey, tourist quantity prediction, scenic spot direction determination of future development and market positioning, proposing the development strategy, making marketing strategy measures and related guarantee measures,etc. All this work done is to help Zigong Wolong Lake International Tourist Zone to seize the "Tourism Twelfth Five-Year GuideLine" development opportunity, and to promote rapid tourism development in Zigong city.According to the study of marketing strategy of the Zigong Wolong Lake International Tourist Zone, the thesis comes to the conclusions as following:First of all, from the development positioning aspect of Wolong lake International Tourist Zone, the scenic spot should be planned like this:from the overall development positioning, emphasising on human health, wetland, games, simultaneously, the overall positioning is "Saline Lake will keep you healthy, games paradise will keep you happy" through the synergy of natural resources and human resources, to realise the basic scenic spot service functions, such as human health care, leisure games and science education;Secondly, from the tourism development strategy aspect of Wolong Lake International Tourist Zone, the scenic spot should be planned like this:from the development positioning aspect, the overall developmen positioning is "Saline Lake will keep you healthy, games paradise will keep you happy"; from the scenic spot strategy implementation aspect, layouting the camp function zone, creating city ecological card, and taking the sustainable development road; from the Saline hot spring camp development aspect, focusing on the hot spring quality, strengthening the cultural spirit; from the city wetland park camp development aspect, depending on Zigong rare wetland resources, offering the ecological exhibition of organic agriculture and popular science education; from the game park camp development aspect, using high-tech to innovate game functions, and to osmosis game culture; from the tourism service management aspect, strengthening enterprise culture, improving employees service skills; from the scenic spot development pattern aspect, selecting the tourism+health development patterns;Finally, from the tourism marketing stratsegy aspect of Wolong Lake International Tourist Zone, the scenic spot should be planned like this:government takes main role of leading scenic spot advertising work, and the enterprise adopts self-management of saleing tourism products; using Zigong tourism culture to integrate various tourism resources; depending on the information technology to improve tourism services; building tourism brand value,and encouraging the competitive tourism products to lead the market; offering special tourism products or services during tourism off seasons, implementing scenic spot price union among a number of tourist attractions, and taking the tickets union system as well.