Study On The Marketing Stategy Of Ecotourism In Baoting

Since the 20th century,the rapid development of human society has led to a continuous deterioration of the global ecological environment,and it is faced with a series of global crises such as resources,ecology and environment.The development of green economy has become the consensus of the world,and the way of production and lifestyle is changing to sustainable development.As an important part of green economy,ecotourism is recognized and widely accepted by people.Countries also make full use of all kinds of local ecotourism resources to develop ecotourism vigorously.The academics has also carried out a lot of research in this field,and the research results have continued to emerge,providing theoretical support for the development of ecotourism.The article takes Bao Ting ecotourism market as the research object,adopts special research methods,and combines relevant theories such as marketing,tourism and consumer psychology.First,analyze the current situation and existing problems of Baoting Tourism Marketing Strategy,secondly,the article analyzes the macro environment,competitors,consumers and tourism market of Baoting Town.,base on this analysis,to make the market segmenting,target market selecting,market positioning,finally,the tourism marketing strategy of Baoting Town under the current situation is formulated to adapt to the development of Baoting Town’s ecological tourism industry from five aspects: product,price,channel,promotion and experience.Through the study,Baoting should be a long-term planning of tourism development,strengthen the development of tourism products,flexible pricing,improve transportation and tourism service facilities,strengthen cooperation with other tourism enterprises and departments,take advantage of a most popular tourist destination in China,to import tourist flow,and to make full use of big data,Internet and new media marketing means,seize the hot events to promote sales,create a good consumption environment.Protect the environment,promote the development of eco-tourism,introduce professionals,expand the Baoting tourism brand image actively,and build a modern tourism system.The article mainly consists of six parts: introduction,relevant theories and literature review,current situation and existing problems of tourism marketing in Baoting,analysis of tourism marketing environment,SWOT analysis of Baoting tourism market,policy and Suggestions on tourism marketing,and conclusions.