Research On Development Strategy Of ZS Scenic Spot Under The Background Of Cultural Tourism

With the economic develops,living standards improve,people have begun to pursue higher spiritual enjoyment,which has brought new opportunities for the development of tourism.The integrated development of culture and tourism is an inevitable requirement for the integrated development of industry,which also reflects the reality of people’s spiritual and cultural needs.As for tourist attractions,whether it is from the development of the construction products of the scenic spots,or the price setting,whether it is from the publicity channels or the attraction,how to improve their own popularity and attract more tourists to come,is the biggest problem to face.On the one hand can bring higher economic benefits,on the other hand can also be better on the local culture to play a good promotion and publicity.ZS Scenic Spot is located in the northwest of Handan City,with convenient transportation,beautiful scenery and rich cultural heritage.In this thesis,ZS scenic spot as the research object,Take 7P theory as the theoretical foundation support,using PEST model to analyze the external macro and industry environment development status of ZS scenic spot,ZS scenic spot tourism marketing status analysis.This thesis reviews and studies the marketing of domestic and foreign tourist attractions through literature research.Through questionnaire survey and field interview,data such as basic information,travel information,tourism perception and experience,and marketing management of ZS scenic spots are collected.SPSS is used to test the reliability and validity of relevant data.ZS tourism marketing present situation analysis and questionnaire descriptive statistical analysis,pointed out that scenic area lacks a cultural atmosphere;Incomplete infrastructure and supporting facilities;Lack of service awareness in scenic areas;The price setting is not scientific;Traditional marketing channels for scenic spots;Insufficient product attractiveness,etc.And targeted measures were proposed to explore cultural connotations,improve infrastructure,improve service levels,optimize price settings,strengthen marketing efforts,and enrich tourism elements.Through the research of this thesis,it provides reference for enhancing ZS Scenic Spot’s comprehensive competitiveness and influence in the tourism industry of Handan City,and also has the similar question the start-up scenic spot and the small-scale scenic spot provides some reference.