Research On Tourism Marketing In Yulin

Yulin as the National Excellent Tourism City, in recent years, the rapid development of tourism has achieved good results. But there are many problems in the development process, such as the amount of travel is in creasing, but the growth of share of the total increase in proportion is declining; Well-known but no attraction. To solve these problems, one of the important research direction is the tourism marketing.This paper used the method of literature research, data analysis methods, interview etc. Select Yulin tourism market as an object of study, combining the marketing theory and the practice of Yulin tourist market, countermeasures of tourism marketing in Yulin were studied. This research mainly includes five parts:The first part is introduction, to illustrate the topic background and research significance, the literature of domestic and foreign research review, in order to broaden the research ideas. The second part elaborates the theoretical basis of the research, mainly the use of marketing STP,4PS theory and the government tourism marketing model to support this. At the same time analyzed the successful case of Ningbo brings to Yulin tourism marketing implications. The third part, describes the present situation of Yulin tourism marketing, the implementation status including the tourist market and4PS. The fourth part, the main problems on the basis of the present condition and reason analysis. The fifth part, aiming at the existing problems, puts forward the Countermeasures of optimization of Yulin city tourism marketing. The last is a summary of this paper, conclusion: Yulin tourism marketing image must be first; the festival is an important means to promote the tourism marketing in Yulin; Unable to shake the government’s dominant position. This study has practical reference value to the Yulin tourism marketing.