Research On The Marketing Strategy Of Tourism Destination In The Differential Perspective

Under the background of economic globalization,the tourism industry as a sunrise industry is booming development,increasing contribution rate in the regional economy development.The tourism competition has entered the era of regional competition and cooperation,but it should be seen in the development of the tourism industry facing many problems,such as neglecting the marketing,strategies,and Holistic thinking.Based on this,competitiveness of tourism destination marketing differentiation stategy has highlighted the vital role for shaping the characteristics of the tourism industry,mining resources.For the "Countyf" level,how to overcome the star scenic "masking effect",how to be effective in attracting tourists to extend travel period,how to shaping the core competitiveness of tourism in the county,has become an urgent problem to be solved.This thesis focuses on researching the county tourism destination marketing Strategy in differentiation perspective,and it brings forward a more general framework about county tourism destination marketing strategic studies(labeled as bi-persperctive,four steps and four dimensions model),and according to this framework to auditing of tourism resources,it analyzes problems,clarifies development trends,analysis of opportunities and challenges,positioning and creating competitive advantage.Lianjiang is a county of the east coast of Fujian Province Fuzhou with tourism resources such as mountains,sea,islands,river,creek,coexisting beautiful natural landscape and fishery resources,which has become an important basis for the development of the tourism industry.From the "Eleventh Five-Year" planning period.Lianjiang County government looks tourism industry as an important economic industry,but the marketing strategy of the destination needs improvement.In this thesis,the author uses "analytical framework" to analyze specific examples and presented the destination marketing strategy and tactics for Liangjiang County.In this thesis,a comprehensive application of literature research,investigation,synthesis method,case study method for the study of research topics.The main contents are as follows:The first chapter,including relevant background research,content and methods;the second chapter is literature review,the thesis reviews the marketing strategy,tourism destination marketing,county tourism under the scope of the relevant literatures on home and abroad;basing on county’s special situation.The third chapter proposed a more general "bi-perspectives,four steps and four dimensions model" for county tourism destination marketing strategy in the perspective of differentiation which is the core content of the paper;the forth chapter focuses on Lianjiang County as a case county of tourism destination marketing,and makes in-depth analysises through the four stages including the "scan information","reflects the difference","multivariate methods","assess the effectiveness of marketing" etc.;the fifth chapter proposes the specific marketing tactics mix;the sixth chapter is the conclusion.This study suggests that the differentiation strategy is a possible approach fitting on county resources.Reasonably based on competition-oriented,consumer-oriented point of differentiation,through the four steps of "scan information,reflect the differences,multivariate methods,it assesses the effectiveness of marketing" four steps,focusing on"resource,product,line,brand " to create the unique advantages and features of the county tourism,and leading the county out of the " homogenization " Dilemma.