风景区产品特性及其市场属性对景区营销的影响

风景区作为旅游产品,其本质是服务产品,风景区产品是一种经历。风景区产品的特性及其市场属性对风景区的营销有着重要的影响。风景区的营销必须以消费者(游客)的需要为导向,根据市场需求来制定其经营目标和策略,根据自身供给条件组织营销。其中的关键在于把握风景名胜区的产品特性和市场属性。

Characteristics and Market Properties of the Scenic Spot Products and Their Influences upon the Marketing of the Scenic Spots

As a tourist product, the scenic spot is in nature a service product. The product provided by the scenic spots is a kind of experience. The characteristics and market properties of the scenic spot products have an important influence upon the marketing of the scenic spots, which must be directed by the demand of the consumers (tourists) and be carried out according to their own supply conditions. The management objective and the marketing strategies must be developed in accordance with the market demand. And the key to successful marketing lies in catching the characteristics and market properties of the scenic spot products.