Improvement Of Marketing Strategy About Ecotourism Products Of Fairy Island

The Fairy Lake ecological tourism scenic area is located in Yang Xin County of Hubei Province Wang Ying Zhen,bordering on Hunan Province,Jiangxi Province,Anhui Province,the wide high-speed and high-speed Ning reservoir respectively from the East and south by the Fairy Lake scenic area,starting from Wuhan to reach the area by car about 1.5 hours,location advantages obviously.Fairy Lake scenic area is rich in tourism resources,good vegetation,species cluster in 2013 were assessed for the state 4A class tourist attractions,it is with the Thousand Island Lake in Hangzhou,Canada Qiandao Lake and known as "the world's three major scenic spots of Qiandao Lake,territory area of about 32 square kilometers,the water area of about 48 thousand acres,The lake has 1002 islands and the formation of the charming landscape is Wonderland.With the continuous development of Fairy Lake scenic spot of the tourist number also rose year by year,by the end of 2015,area of about 610 thousands tourists,scenic total revenue of about ?48,270,000.In the recent years,although the income of scenic spots has increased,but the trend of flat or even decline in passenger traffic.With the increasing development of Fairy Lake scenic spots,scenic spot defects have become more apparent.How to make use of advantageous resources Fairy Lake scenic area,open ecological tourism products in the market,highlighting the scenic spot of the "ecological" characteristics.To attract tourists,it has become the biggest problem of Fairy Lake.This paper collected a large number of literature and on-the-spot investigation,combing the theories of marketing and ecological tourism products related theory,the use of marketing,marketing mix theory as the research foundation,the research on the theory of tool 4Ps,STP analysis and other marketing strategies of tourism products Fairy Lake Scenic area.At the same time,through the Fairy Lake Scenic Area in which the internal and external environment analysis,the existing ecological tourism products and probing into the marketing situation,to find the shortcomings of Fairy Lake ecotourism product marketing strategy and existing problems,and finally make the marketing strategy optimization and improvement on it,and the safeguard measures for the implementation of marketing strategy.This paper is divided into six chapters: the introduction part puts forward the problem,points out the purpose and significance of the research;the second chapter reviews the ecological tourism marketing theory and research methods;the third chapter makes a comprehensive analysis of Fairy Lake and industry environment;analyze the result of questionnaire investigation and ecological tourism products on the fourth chapter of Fairy Lake;fifth chapter of ecotourism product marketing strategy is proposed to optimize the Fairy Lake improvement measures;the sixth chapter is the improvement of the security measures of Fairy Lake marketing strategy;the last part is the conclusion.The research results have guiding significance for the future development of Xiandao lake,also has certain reference value for development of rural ecological tourism attractions.