基于游客满意度的苏州乡村旅游营销策略研究(英文)

编号 zgly0001409983

文献类型 期刊论文

文献题名 基于游客满意度的苏州乡村旅游营销策略研究(英文)

作者 盛晓兰 

作者单位 苏州工业职业技术学院 

母体文献 Journal of Landscape Research 

年卷期 2011年12期

年份 2011 

分类号 F592.7  F327 

关键词 Rural tourism  Tourists’ satisfaction  Marketing strategy 

文摘内容 To further promote rural tourism brand of Suzhou and enhance its competitiveness,tourist source market of rural tourism in Suzhou City was analyzed through questionnaire survey from the perspectives of demographic features and behavioral characteristics of tourists.Moreover,significance of service items and tourists’ satisfaction on these items were investigated from the perspectives of scenic area management,traffic conditions,accommodation services,hygienic conditions,commodity price,infrastructure,guide services,food and recreational activities.Through sorting out statistics obtained in the investigation,corresponding marketing strategies were proposed.First,orientation of rural tourism market should be defined,local tourist source market taken as the principal one,especially tourists from the middle-class and upper-class.Second,rural cultural connotations should be further explored to build villages of dominant cultures and bring new ideas to traditional festivals.Third,integrated marketing should be introduced to the promotion of rural tourism,marketing channels further integrated,and online marketing of rural tourism enhanced.