The Integrated Marketing Plan Of Jingxin Valley Scenic Spot In Dushan County

As a comprehensive scenic spot developed by Dushan County,Guizhou Province,the Jingxin Valley Scenic Spot has a rich variety of tourism resources.However,the development of the scenic spot has been slow due to the lack of integrated marketing concepts and innovative methods.To make matters worse,the scenic spot was caught in an Internet public opinion turmoil due to the aggressive planning of the local government,which caused serious damage to its own image,and the abundant stock assets made it more difficult to generate the due tourism revenue.In order to revitalize the Jingxin Valley Scenic Area and contribute to the local poverty alleviation cause,based on the actual capital turnover of the Jingxin Valley Scenic Area,it is more practical to formulate an integrated marketing plan,which is an effective method that is more practical and feasible,can have a direct impact on the scenic area,and is more cost-effective.Although this move may face unknown risks,real-time feedback based on real data can be used to continuously adjust the plan to improve its feasibility.Opportunities are often implied in crises.This plan takes the Jingxin Valley scenic spot's deep involvement in the Internet public opinion storm as an entry point.Based on the market research and analysis of the existing tourism resources and current tourism status of the scenic spot,combined with the market data of previous years,the comparison and analysis with the excellent template are carried out.Summarize the problems existing in the integrated marketing of Jingxin Valley Scenic Spot.Through SWOT analysis of the scenic spot and target market positioning,based on the original brand image positioning of the scenic spot "Jingxinfudi",with the help of the "AISAS model",a series of related marketing activities and tourism products are planned successively to gradually improve the brand image of the scenic spot,while improving its visibility,reputation,tourist arrival rate,overnight rate,and accommodation rate.Finally,this plan formulates evaluation standards and effect monitoring methods for each stage based on the "AISAS model".