Research On The Marketing Strategy Of Cultural Tourism Of The Ancient City Of Juguo By Company T

The ancient city of Ju has deep and rich cultural tourism resources,with outstanding characteristics of Ju culture and great tourism development value.With the exploration of the new urbanization road,various places have tried to develop characteristic towns.However,the problems of homogenization,lack of distinctive features and lack of innovative development have emerged in the tourism characteristic towns.How to do a good job of cultural tourism marketing in the ancient city of Ju,in order to promote the connotation of Ju culture,manifest cultural self-confidence,use the idea of whole-area tourism,promote the continuous transformation and upgrading of industry,promote the integration of industry and city,drive the high-quality development of the regional economy,and achieve rural revitalization,is a problem that needs to be focused on research.Using literature research,case study,questionnaire survey,fieldwork and other methods,we first understand the existing tourism products and supporting services of the ancient city of Juguo,and have a basic understanding of the current marketing situation of the ancient city of Juguo,and then conduct an environmental analysis of the ancient city to carry out cultural tourism marketing,and analyze both the macro environment and the internal environment to conclude that the ancient city of Juguo is rich in cultural tourism resources,supported by the local government,and has good long-term development capacity.Secondly,we point out the problems in the process of cultural tourism marketing in the ancient city of Ju,such as insufficient exploration of Ju cultural factors,insufficient experience of tourism products,insufficient targeting of marketing contents,and rough and undifferentiated marketing behavior.Finally,we suggest the improvement of tourism marketing products,tourist experience,tourism marketing services and tourism marketing channels,and propose optimization strategies such as increasing cultural experience products,developing personalized tourism routes and promoting precise marketing channels,in order to provide a reference for improving the cultural tourism marketing strategy of the ancient city of Ju.At the same time,it also has certain significance for the cultural marketing of other tourism characteristic towns.