Tourism Scenic Area Marketing Strategy Research

In recent years,China’s economy has been booming and Chinese residents ’ living quality has been improved.Therefore,the tourism industry in our country has also entered a period of rapid development.Since 2017,nationwide efforts have been made to promote all-for-one tourism,seeking reform and innovation in accordance with this new trend.However,how to effectively conduct all-for-one tourism still has a lot to work on.At the same time,every tourist attraction pays more and more attention on their management in operation and marketing.As a result,China’s tourist market competition is becoming more and more fierce.Therefore,as an important part of tourism industry management,marketing and performance improvement of scenic spots still has many aspects to be explored.For example,under the current dual background of mass tourism and epidemic,how to strengthen the cooperation between new media and traditional tourism,utilizing big data to help tourism enterprises develop,smart tourism promotes and new media merchandises;and how to use inter-enterprise cooperation to improve the image of regional tourism,enrich tourism products,improve performance of scenic spots and promote higher-level development of all-for-one tourism.Therefore,in terms of theory,the author consulted relevant books and literatures on marketing management and performance management of tourism enterprises,conducting theoretical analysis,analyzing and comparing various academic views and putting forward original opinions.In terms of policy,the author collected national industry policies related to cultural and rural tourism and read up relevant documents such as the "14th Five-Year Plan for Cultural and Tourism Market Development" issued by China’s Ministry of Culture and Tourism.Besides,through field study,research visit,connotation exploration,the author conducted in-depth research on Shanxi House of the Huangcheng Chancellor Group,Jincheng city,Shanxi province,understanding its current marketing idea,strategy and performance and exploring their application in tourism.It mainly studies the mode and types of tourist attraction marketing,the influence of different marketing strategies on tourists,the influence of corporate marketing strategies on performance output and the strategic requirements of changing tourism market marketing on tourism market.Through the research of marketing strategy and performance improvement of tourism,this paper analyzes existing problems of Shanxi House of the Huangcheng Chancellor Group in marketing management and puts forward some pointed suggestions,so as to contribute on improving the performance of tourism scenic spots and providing useful reference for other scenic spots.