Eco-tourism And Its Products And Marketing Strategy Research

Ecotourism has become a bright spot on tourism research and practice in China. Ecotourism also is one of tourism development currents in future. How to understand the concept and connotation of ecotourism? Not agree on it worldwide. Ecotourist product and market are two basic elements of ecotourism. Ecotourism marketing connects them and can acquire diversified benefit about economy, society & ecology. Ecotourism marketing is very important competitive method for tourism organization (administration) and company. The important of ecotourism marketing was not pained close attention to ecotourism planning and management. Confronting of violent tourism competition, it should take alone into account research ecotourism marketing theory and apply them, it may take advantage of competition. This article gives the essential conception and connotation of ecotourism. Analyzed the ecotourism basic feature and category. Marketing of ecotourism include ecotourism product marketing and connotation marketing. This paper mostly discussed the marketing strategy of ecotourism product. It studied the extension of ecotourist, want of ecotourist, ecotourism market segmentation and the choice strategy of target market. After discussed ecotourism marketing environment, the article elaborated ecotourism marketing mix strategy, which include ecotourism product strategy, strategy of ecotourism product pricing, strategy of ecotourism marketing channel and ecotourism promotional strategy. Because of need on tourism market competition, it also emphatically researches the tourism image designing and branding strategy of ecotourism product. Probing on ecotourism marketing there is innovation in the theory of ecotourism research. This article may accelerate development for Chinese ecotourism.