Research On Tourism Marketing Innovation Of Taibai Mountain Scenic Area

With the improvement of the living standards of our residents,the demand for tourism is becoming more and more vigorous.The tourism industry developed from this has already played a very important role in our national economy.China's tourism industry is showing vigorous development,and the proportion of tourism in China's economic development will be further strengthened.The geographical location of the Taibai Mountain Scenic Area has extremely unique natural advantages,and has become one of the representative areas of life and terrain in China and even the world.With the improvement of the economic benefits of Taibai Mountain Scenic Area,its marketing innovation is still limited to traditional marketing promotion,which has restricted the development of Taibai Mountain Scenic Area to a higher level.Therefore,make full use of the development of smart tourism and other information technologies to carry out marketing innovation to solve the current marketing problems in Taibai Mountain Scenic Area and promote greater development of Taibai Mountain Scenic Area.Facing the great situation and opportunities of developing tourism in Taibai Mountain Scenic Area,Taibai Mountain Scenic Area will accelerate the construction of basic service facilities in the scenic area,constantly improve various service functions,and spend great efforts to break through tourism marketing innovation with new tools and means such as smart tourism To focus on solving the current outstanding problems that restrict the Taibai Mountain Scenic Area and achieve rapid development.This article follows the ideas of analyzing the current situation,finding out the problems,and solving the problems.Through analyzing the tourism marketing environment,current situation and existing problems of the Taibai Mountain Scenic Area,as well as the investigation of the tourists 'perceptions of the Taibai Mountain Scenic Area,the advantages and disadvantages of the Taibai Mountain Scenic Area are identified.It is the original basis for Taibai Mountain Scenic Area in the subsequent marketing innovation process.On this basis,through the analysis of the status quo and the survey of tourists,the market segmentation of the scenic spot and the selection of the target market,that is,in the selection of the target market,through the market segmentation of the tourists in the Taibai Mountain Scenic Area,the author will target the market The three-level market segmentation is divided,and its target markets are mainly divided into short-term sightseeing,leisure vacation,business training market,religious pilgrimage,prayer market(pilgrim market),and student spring and autumn markets.In terms of market positioning,the product characteristics are based on the experience mountain tourism area,and it is also the benchmark of China's mountain experience tour,the representative of the third pole of mountain tourism in Shaanxi;from the perspective of the needs of the target population,the Taibai Mountain tourist area is based on college students and young people And family fun games are the core target group.Finally,on the basis of market segmentation and positioning of scenic spots,the marketing strategy optimization and marketing innovation model of Taibai Mountain Scenic Area were proposed.Hope to provide certain marketing innovation suggestions for the marketing innovation of Taibai Mountain Scenic Area,as well as to provide marketing innovation suggestions for the same type of scenic area.