Low-carbon Tourism Of Guilin Marketing Products Strategy Based On Consumer Preferences

After the Copenhagen climate summit in December7,2009,the issue of the "low-carbon economy" continued fever, and has been received extensive attention worldwide, environmental issues has once again been put on the national agenda. In order to fundamentally deal with global warming, all of humanity must reduce fossil fuel use, and achieve the consumption patterns of low-carbon production.Under the concept of the protecting of the Earth, achieving sustainable social development, and promoting healthy living, all countries of the world reach a consensus of developing the low-carbon economy.Along with the tourism growing of industry in the national economy status of tourism enterprises, the market competition will be increasingly fierce. At the same time of the continuous development of tourismIt also has exposed many environmental problems, such as the destruction of local natural and biological system,air pollution, waste pollution, sewage discharge and other environmental issues so that the tourism industry from the traditional sense of " smokeless industry " has become a high emission, high pollution, high consumption the "three high" industry.But from nature, characteristics and structure relying on he tourism resources, it also has a prominent advantage of low carbon emissions.Therefore the developing of low carbon tourism and improving the competitiveness has become the survival and development of the necessary means of tourism enterprises. According to the research forecast, in2020China will become the world’s first tourist destination country, and as the world famous tourist city, Guilin must carry out low carbon Tourism patterns.From the perspective of consumer preferences,The study learns seriously, extensive collection of domestic and international about tourism marketing and low carbon tourism related theory and practice and so on the basis of research results, take full advantage of the existing tourist resources in Guilin City, the Guilin tourist to low carbon tourism awareness and tourists’consumption preference characteristics questionnaire, to data collection and collation, then to the tourism product marketing theory as the basis, to consumer preferences for perspective, combined with the actual situation of Guilin tourism, Guilin tourism city low-carbon marketing strategy design.This paper is divided into six chapters:The first chapter is introduction. It introduces the research background and significance, research methods and ideas, as well as the main content of this paper and it is pointed out that the study of the theory and practical significance.The second chapter,is theory basis and related literature review. This chapter focuses on the basic concepts of tourism marketing, the introduction of theory, for domestic and foreign about low carbon tourism theory research are reviewed, for the following study laid a solid theoretical foundation.The third chapter,is Guilin tourism industry status and development of low carbon tourism advantage analysis. First introduced the Guilin tourism development situation, pointed out that at this stage of Guilin tourism industry facing challenges, and then to Guilin to develop low-carbon tourism advantage analysis.The fourth chapter, low carbon tourism marketing strategy study. Firstly, Guilin of low carbon tourism development condition analysis, pointed out that Guilin successfully develop low carbon tourism advantages and disadvantages, and then combined with the actual characteristics of Guilin tourism, tourists to understand low carbon awareness and consumption characteristics for the purpose, targeted to the production of questionnaire, analysis the present stage of the tourists’consumption characteristics. Conclusion:(1) visitors to low carbon tourism cognition is not enough;(2) the tourists’consumption preference and low carbon tourism consumption characteristics are not the same (3) influence the tourists’consumption preference is the realization path of low carbon Tourism marketing.The fifth chapter,is low carbon tourism marketing strategy design. In this paper, according to the third part of the questionnaire survey results, from the tourists’consumption preference, based on tourism product marketing theory, combined with the actual characteristics of Guilin tourism, targeted to low carbon tourism marketing strategy design, for enterprises in the new situation to develop tourism marketing strategy to provide reference.The sixth chapter is summary. Specific summarized the conclusions of this research, and it pointed out that this study deficiency.