The Optimization Research Of Huangshan City Tourism Marketing Model

With the development of modern tourism, mass tourism era has arrived. The experiences of tourists is becoming richer, the channels to get tourism information is becoming diversified, and so does people’s choices. The competition in the tourism industry has turned white-hot, and the competition mode has altered from traditional products into contemporary tourist destinations. In the fierce competition, the effective marketing has become one of the magic weapon of the destination, however, how to choose a more effective way of competition and how to achieve better marketing effect become the key points as to the marketing development of the tourism destination. Therefore, in recent years, the marketing of tourism destination has become a focused issue in tourism academia and industry. The study of it has important theoretical and realistic significance.Tourism development of Huangshan city in Anhui province and even the whole country has unignorable influence and representativeness, and the process of the development of tourism industry in recent decades has adapted to market demand and trend, the marketing operation has gained great importance from the government and the enterprise operators. Its marketing operation has made breakthrough progress, and accumulated a unique way of marketing method as well. This paper chooses Huangshan city as the research object, trying to give a through and deep analysis of the tourism marketing model of Huangshan city. It accumulated its unique marketing model, but it also exists some insufficiency, which needs to make clear its own characteristics in tourism development and to draw lessons from other typical tourism development, then makes the corresponding innovation and improvement measures on its marketing, so as to promote a sustained and healthy development of tourism of Huangshan city.First, the paper collects and organizes the related literature of research on tourism destination marketing both at home and abroad, by which the author finds that the relevant research results are fruitful, mainly in the concept of marketing of tourism destination, the subject of tourism destination, the image building of tourism destination, information technology and the marketing of tourism destination, empirical study of the destination marketing, etc., However, the research is relatively rare in terms of tourism destination marketing model, which is still in its initial stage of exploration and accumulation for scholars to work on. Then, the author summarizes the characteristics of typical destination marketing in China, and based on the main marketing approaches of the tourism destination marketing, dividing the tourism destination marketing mode into five types, namely the active marketing mode, brand marketing mode,film and television marketing mode, joint marketing mode and network marketing mode, and meanwhile defining and illustrating each kind of marketing mode, and the typical cases of each mode are given. The core part of the paper is the analysis of the present marketing situation of Huangshan city, the methods of analysis are mainly through data collection, field investigation and questionnaire design, and analyzes from four aspects, namely, marketing organization and management, image building of tourism destination, marketing platform construction, the exploration of marketing model. then points out the deficiency existing in the development of marketing of tourism destination in Huangshan city; It applys of questionnaire investigation to give a factor analysis to the questionnaire and analyzes and evaluate the effect of Huangshan city tourism marketing. Finally, with the related theories and the characteristics of Huangshan city marketing and its present situation and effect, the author puts forward several countermeasures and suggestions to perfect the marketing mode, mainly including:to perfect marketing system and mechanism; to pay attention to brand quality; to strengthen the tourism market segmentation; to strengthen the marketing platform construction and to innovate the tourism marketing.