Research On Marketing Strategy Of Rural Tourism

Since the end of the 20th century,the scale of our national rural tourism has gradually expanded and the quality of it has progressively improved.Now rural tourism has become one of the main ways of traveling for residents.In October 2017,the report to the 19th CPC National Congress put forward the rural revitalization strategy and further emphasized poverty alleviation through tourism as an important approach to rural revitalization.In the implementation of the rural revitalization strategy,the development of rural tourism industry is conducive to accelerating the optimization of rural economic structure and promoting the growth of rural income,which is an important means to transform and upgrade the traditional rural development mode to industrial ecology.Chengdu,an important city in southwest China,has obvious advantages in rural tourism and huge development space by virtue of its good natural resources and geographical conditions.Nevertheless,clear deficiencies still lie in industry development,product development,management and consumer cultivation.How to maintain the advantages of rural tourism in Chengdu and explore an effective marketing strategy research on rural tourism market are problems worthy of further analysis.This thesis selects the Five Golden Flower Leisure and Sightseeing Agricultural Area in Chengdu as the research object,analyzes the problems existing in the development of rural tourism marketing through single-case study,sorts out the marketing innovation ideas and project marketing perspective,puts forward targeted product promotion and marketing optimization scheme,and provides feasible suggestions for the improvement and development of this scenic spot.At the same time,this thesis also provides a practical experience reference for the transformation and development of rural tourism in Chengdu.In this thesis,the research is carried out as follows:First,the thesis expounds the connotation and definition of rural tourism,combing the development process,type mode and characteristic functions,and introduces the basic marketing theory of case study,which provides theoretical basis and analysis thoughts for the study of the marketing strategy of the Five Golden Flower Leisure and Sightseeing Agricultural Area.Second,from the perspective of the rural tourism development in China,this thesis analyzes the market environment and development model of the rural tourism industry in Sichuan Province;combining with the development background and marketing environment of rural tourism in Chengdu,this thesis dissects the development potential,main problems,marketing current situation and marketing trend of rural tourism in Chengdu.Third,it provides a brief introduction to the development of the Five Golden Flower Leisure and Sightseeing Agricultural Area,and makes a comparative analysis on the strengths and weaknesses,opportunities and challenges of rural tourism in agricultural areas.Fourth,it analyzes in detail the rural tourism products,marketing channels and promotion methods of the Five Golden Flower Leisure and Sightseeing Agricultural Area;target market selection and market repositioning of the case are determined based on the data analysis results.Fifth,STP factor analysis is made on the current rural tourism market in the Five Golden Flower Leisure and Sightseeing Agricultural Area.Through data analysis,market segmentation of tourists is carried out to seek out the target tourist source market of the case,carrying out accurate matching from the four aspects of product,price,channel and promotion,forming four specific marketing strategies,and propose optimization suggestions combined with cases.Different segments of the market tourist groups launch different rural tourism product combinations,design marketing channels and promotion methods preferred by target tourists.