The Marketing Strategy And Image Orientation For Western SiChuan Natural Ecotourism District

Ecotourism has developed rapidly in recent years. Statistical data shows that ecotourism is increasing annually at a rate of 35%, which is much higher than the world's GDP rate. Many countries are paying more attention to Ecotourism, due to its ever-increasing market share and known as a continual form of tourism. At present, people focus on the contradiction between economic development and pollution. As a continual tourism, Ecotourism shows its strong vitality.Firstly, this thesis introduces the resource characteristics of Western SiChuan Natural Ecotourism District. Then, the author analyzes the trends of market. Lastly, market strategies and image foundation for Western SiChuan Natural Ecotourism District are put forward. The main conclusions and results are here:(1)Ectourism resources are delicate and non-reproducible. Once destroyed, they are difficult to renew, therefore, we should consider the social effects as much as the economic benefits. This responsibility of developers, designers, managers, communities and tourists be aware of this special resources, will demand all parties view the future development of ectourism from a new angle.(2)Tourism is a special service industry. A tourist's travel experience involves multi-department, multi-enterprise and the community, so it's important for all the parts to be effective in giving the customers a favorable impression. It is one of the most important targets of tourism marketing.(3)Community plays an important role in developing ecotourism. It is a key point to harmonize the development of Ecotourism with community.(4)It is the precondition of ecotourism development to remain constant, which should sbe put into the course of developing, design, management and marketing. From the point of view of system, some thoughts about the destination's image construction are brought forward.The main originalities of this thesis are present here:(5)Marketing theories are brought to bear in ecotourism, and marketing tactics are proposed from a new angle.(6)From a systemic point of view, the establishment of destination's image is put forth.Using correlative theories from marketing, economics and management, this thesis analyzes the resource characteristics of Western SiChuan Natural EcotourismDistrict, the Ecotourism market and then put forward marketing strategies based on a great deal of data. It has some significance for practice.