A Research On The Improvement Of Red Tourism Marketing Strategy In Scenic Area A

With the rapid development of tourism in China,the red tourism market in China has become very active,and red tourism has also received more and more attention.General Secretary Xi also repeatedly emphasized that we must make full use of red resources,carry forward the red tradition,and inherit red genes.Red tourism marketing is the deepening of tourism marketing research,but the current academic research on red tourist attractions marketing strategy is not much.In 2017,the number of red tourists in China increased by 15.4 % year-on-year,and the overall revenue of scenic spots increased by18.3 % year-on-year,which is higher than the overall level of domestic tourism.Although red tourism has the characteristics of "non-profit" social nature and "profit" commercial behavior,but the author believes that red tourism marketing is necessary to strengthen research.A scenic spot is known for its hidden red culture.Red culture and red tourism are the basis for the development and marketing of A scenic spot.On this basis,A scenic spot has developed a series of comprehensive tourism products such as leisure entertainment and cultural landscapes based on red tourism.Therefore,the marketing of A scenic spot is a red tourism marketing activity that contains the characteristics of the scenic spot.The basic theories involved in this paper mainly include SWOT analysis,STP theory and 4Ps marketing theory.First of all,after introducing the basic overview of the A scenic spot,through consulting the literature and visiting similar scenic spots around it,an external environment analysis based on the PEST analysis method and a competitive environment analysis of the Porter five-force model are made,and then the SWOT analysis model is constructed.Summarize the advantages and disadvantages,opportunities and threats facing scenic spots in market competition.Then,through the analysis of the questionnaire of A scenic spot,the target market choice and market orientation of A scenic spot red tourism marketing are determined by STP theory.On the basis of this,the 4Ps marketing strategy of A scenic red tourism market should be put forward.In this paper,A scenic spot is selected as the research object.Based on the analysis of the current situation and problems in the development of red tourist market marketing in scenic spots,some suggestions on red tourist market marketing in scenic spots are put forward.Hope to the city or other red tourist attractions of benign development has reference significance.