Research For Marketing Performance Assessment Of Xiang Shawan Scenic Spot

With the arrival of the era of Mass tourism, tourists’demand tends to be more diversified and more personalized, and quality of tourism products has been required higher and higher. The development of scenic spots has also been a significant impact. In 2015, the number of China’s 5A scenic spots has reached 213 and the total amount of all kinds of tourism scenic spots has exceeded 26000. Scenic spots play a more and more important role in the development of the tourism industry. In the background of investing heavily in marketing by the major scenic spots, it has become a topic of great theoretical value and practical significance in scenic spots’ marketing research by exploring how to evaluate the performance of marketing correctly, improve the effectiveness of marketing activities, enhance the competitiveness of scenic spots products in the same field and accelerate the realization of scenic spots’long-term goal.Therefore, this paper selects Xiang Shawan scenic spot as the research object. Based on the comprehensive analysis of domestic and international literature on marketing performance, tourist destination marketing performance and scenic spots marketing performance, a system of evaluation performance of scenic spots marketing is built up related to theoretical of domestic and international tourism marketing. In addition, this system is used to evaluate the marketing performance of Xiang Shawan scenic spot, and some measures and suggestions were put forward to improve the performance according to the evaluation results in the end. The major research contents are as follows:Firstly, based on the relevant literature, this paper reviews the domestic and international research results of marketing performance and tourism marketing performance. At present, there is a lack of research on the marketing performance of scenic spots, and there is no comprehensive evaluation system for the performance of tourism marketing.Secondly, it discriminates the interrelated concepts about marketing performance of scenic spots and focuses on the analysis of representative model of tourist destinations’marketing performance assessment. Besides, a evaluation system of marketing performance assessment of scenic spots is built up based on the previous studies, which is considered includes the overall objective layer, evaluation criteria, evaluation index layer and evaluation factor layer, Input Performance and Output Performance. Input Performance includes the quality of tourism resource, marketing activities and management. Output Performance includes tourist performance, brand equity, business performance, market performance, social performance and network performance. The factor number of evaluation factor layer has reached 30 in total.Thirdly, using the evaluation system of marketing performance assessment of scenic spots, the paper evaluates in detail the performance of Xiang Shawan scenic spot according to tourist questionnaire and the related statistical data.Fourthly, according to the results of Xiang Shawan scenic spot’s marketing performance evaluation, this paper proposes that it can enhance the marketing performance by improving salary system, enhancing the hotel experience, paying attention to the international marketing, improving network marketing competitiveness, developing characteristic souvenirs and other aspects.Fifthly, it summarizes the main research results of this paper and the problems in the sample data, case selection and evaluation system. Then it proposes the prospect of the future research on marketing performance evaluation of scenic spots, which includes perfect evaluation index system, improving the scientific evaluation method and strengthening sustained performance evaluation.