基于反向旅游理论的营销策略研究

反向旅游是一种追求＂景观差异极大化＂的旅游形式,反向旅游市场是一个极具潜力的市场。按照＂极大化差异景观＂的产生原因,可以将反向旅游分为自然型反向旅游、人文型反向旅游和综合型反向旅游。旅游者的反向旅游意向是既已存在且比较强烈的,通过对相应的营销策略的研究,可以起到既能满足旅游者需求,又能实现营销目标的作用。在对反向旅游进行类型划分的基础上,以对北京市民调查结果为依据,结合反向旅游理论和旅游者心理特征,运用经典的4P营销组合理论,从产品策略、价格策略、销售渠道策略和促销策略四个方面提出反向旅游营销策略。

Study of marketing strategies based on Reverse Tourism Theory

Reverse tourism is a kind of tourism that pursues for differences maximization of landscapes and the reverse tourism market is full of potential.According to the causations of landscapes of differences maximization,reverse tourism can be classified into three types: physical reverse tourism,humanism reverse tourism and synthesized reverse tourism.The tourists' reverse tourism intentions exist and are high intense.Researching on relevant marketing strategies can not only satisfy tourists but also realize mar...