Market Features And Positioning Research Of White Spirit Culture Tourism Development Based On Customer Perception

It is an important research topic to enhance the connotation of tourism through culture mining.White spirit culture has a long history in China,and white spirit culture tourism is a new trend and new way for tourism development.There are a lot of excellent experience in foreign countries,and there are also successful cases in China.Shandong Province has unique advantages(such as folkway preference of white spirit,and intangible culture advantages,etc.)to carry out white spirit culture tourism development,and it has also deficiency that cannot be overcome in the short term(such as poor material resource,limited brand influence,and inflexible development thought,etc.).At present it is in the initial stage.How to ensure the health and sustainability of tourism development and to prevent blindness,developers should have a clear positioning for the content and train of thought on the development,the most important one of which is the market positioning and product positioning,that is,what kind of product to be provided for what kind of market.Especially when tourism is in the initial stage of life cycle,the pertinence of development is especially necessary.Based on this,the author went deep into the target scenic area,through issuance and collection of questionnaire,grasped the first-hand data of market features in white spirit culture tourism destination,for market segmentation by using scientific methods;at the same time,the situation awareness and potential demand of tourists in specific market segment were contrastively analyzed,so as to find out the tipping point in the current market and product development,for the construction of product system of Shandong white spirit culture tourism destination.