Study On Chengdu Tourism Marketing In The View Of The Modern Garden City

Under the background of "the 12th Five-Year Plan",the development of Chengdu tourism industry is facing a new direction. The traditional tourism marketing methods can not meet the needs of the modern tourism. At the end of 2009,Chengdu proposed a development goal:to build Chengdu as a modern garden city,which brought the city a new opportunity. In recent years,Chengdu is also continuing to explore new tourism marketing methods. Successful marketing cases,such as Xiling Snow Mountain,Pingle Ancient Town,Kuaizhai Alley,Jinli Street,make Chengdu’s urban tourism gradually toward the international tourism. In the future development of Chengdu tourism,it has become particularly important to use the correct tourism marketing methods.According to the statistics on statistical bulletin of economic and social development,published by Chengdu Bureau of Statistics. In 2009,Chengdu received 55.06million domestic tourists,an increase of 34.1%,domestic tourism income 48.52billion yuan, up 33.4%,outbound tourists 2.63 million,up 63.3%,received 5.89 million international tourists,up 17.7%, tourism foreign exchange earnings $2.4 billion,up 37.5%. by the end of 2009,there are 102 hotels(above three-star),256 travel agencies,including 48 international agencies. The data shows that today’s Chengdu tourism development has entered a rapid developing channel. The major indexes,such as the number of tourists,tourism revenues,tourism foreign exchange income,showed a rapid growth.As an important part of "Southwest Golden tourism Circle", Chengdu not only has the historical and cultural accumulation of several thousand years,but also has numerous natural tourism resources,which makes Chengdu not only has the traditional tourism style but also has the feature of modern urban tourism. Therefore,the tourism marketing methods of Chengdu not only has an active help for Chengdu’s tourism development,but also has an important influence on China’s tourism industry. Especially in tourism developing areas and weaker regions,it is particularly important to bring in advanced experiences.In this paper,the author adapts literature analysis method,field surveys,expert interviews,SWOT matvix analysis,PEST analysis and other research method to analyze the status of domestic and international tourism marketing research,and summarizes some of the problems on Chengdu tourism marketing. The author also went to Chengdu Scenic spots,personal experienced the contribution that successful tourism marketing brought to the tourism development,and got a lot of first-hand information and data. In addition,the author visited the industry experts and knew the measures of Chengdu tourism marketing method.In addition,through the interpretation of Chengdu policy development and the analysis on the current situation of tourism marketing methods,This paper summed up several opinions on accelerating industrial upgrading,and extract the problem on tourism marketing.Purpose of this study is to summarize a set of worth considering marketing methods,which has an important and practical role for the other areas.Specifically,this paper analyzes the following three aspects:First,summarizing the striped-pants impression that Chengdu tourism gave people,introducing the present situation of Chengdu tourism and the bottleneck factor of tourism development.Second,describing the background of current urban development,proposing the developing opportunities for Chengdu tourism.Third,listing Chengdu’s successful typical tourism marketing cases in recent two years and summarizing the marketing mode. Through the above analysis and case studies,the author generalized a few points on the tourism marketing methods needing accelerating tourism industrial upgrading, mainly putting forward to further strengthen urban tourism brand marketing,strengthen government guidance enhance the service and management,construct digital tourism marketing system,develop online marketing,advance city digital tourism development,create "one stop" service platform of modern tourism,further develop the urban traffic with the construction of garden city,pay more attention to the training of tourism marketing practitioner,focus on the differentiation in tourism marketing. All of these broaden the vision for the development of Chengdu tourism marketing,offer help to the upgrading of Chengdu tourism; propel Chengdu into the world modern garden city.