Research On The Marketing Strategy Of Cultural Tourism Based On Lushan

In recent years,China’s high-speed economic growth stage has become the past,beginning to change to high-quality development,and the tertiary industry plays an increasingly important role in the wave of promoting the economy to high-quality development.Tourism has become the leading industry in the tertiary industry because of its advantages of improving employment environment,reducing employment pressure,low-carbon environmental protection and so on.Lushan Mountain,as a "world cultural landscape","World Geopark" and national 5A level scenic spot,has seen a year-on-year increase in tourist arrivals and a steady increase in tourism revenue.Its tourism industry has also developed rapidly with the improvement of the environment.However,compared with the adjacent scenic spots such as Huangshan and Zhangjiajie,the tourism scale of the scenic spot develops slowly,and the cultural resources of the scenic spot are not fully utilized.At present,there are many problems in Lushan scenic spot,such as disordered protection and management of tourism resources,insufficient scope and strength of tourism development,extensive development methods,simple tourism products and insufficient tourism marketing.How to better develop the tourism industry of Lushan Mountain,formulate the tourism marketing strategy in line with the actual situation,enhance its competitiveness,and create greater economic benefits,is an important problem to be solved at present.As the manager of Lushan scenic spot,I analyze the current situation of tourism marketing of Lushan scenic spot,point out the gap in marketing with other scenic spots,and draw a conclusion.Based on the characteristics of Lushan cultural tourism resources,I carry out the marketing of cultural tourism,so as to improve the brand influence of Lushan scenic spot and enhance the influence of the scenic spot in the future Competitiveness in the tourism market.This paper takes Lushan scenic spot as the research object,introduces the basic situation of the scenic spot,the composition of cultural tourism resources,and makes a comparative analysis on the tourism data with Huangshan,Zhangjiajie and other two scenic spots,makes a survey on the tourists of Lushan scenic spot,and makes an analysis on the basis of STP theory.On the basis of the sustainable development theory of tourism resources,cultural tourism and 4P marketing theory,the paper formulates Lu scenic spot Marketing strategy of cultural tourism in mountain scenic spots.The conclusion of this paper is as follows.Lushan scenic spot has a long history,convenient transportation,rich tourism resources,especially cultural tourism resources,including the comprehensive art of poetry and painting,the world villa culture with its own characteristics,unique education culture,the scientific and technological culture of geological science and plant science,and the religious culture of "one mountain,six religions".Its tourism development is relatively early,the economic scale is large,the management is also constantly strengthened,and the development of tourism resources is relatively mature.However,as an advantageous tourism project,cultural tourism has always been tepid,the scope and strength of development are insufficient,the types of cultural tourism products are relatively single,and the market development and marketing strength are insufficient.Therefore,based on the analysis of the feasibility of cultural tourism marketing in Lushan scenic spot,based on the sustainable development theory,tourism marketing theory and STP theory,this paper investigates the tourists in Lushan scenic spot,and makes the market positioning of the scenic spot.According to the existing problems of cultural tourism marketing in the scenic spot and the 4P marketing theory,combined with the actual situation of Lushan,it makes product strategy,price strategy and channel strategy The marketing strategy of Lushan cultural tourism is formulated from four aspects.