Research On Tourism Marketing Strategy Of Wushenqi Tourism Industry

Tourism industry has high employment multiplier effect and economic multipliereffect. It has become the main drivers of national or regional economic development.With the deepening of the economic system reform of China, governments at differentlevels pay more attention to tourism development to adjust industrial structure. Astourism is becoming more mature and market competition intensifying，all parts of thecountry are fully exploiting tourism resources to develop regional tourism. Tourismmarketing has become a realistic and important research area of tourism management.Therefore relative scholars and stakeholders should attach great importance to tourismmarketing.Uxin Banner is located in the southwestern of Ordos of Inner Mongolia, thehinterland of Mu Us desert, neighboring the main coal-producing province Shan’xi insouth and natural gas chemical industrial base Ningxia in west. It has remarkablelocation advantages. It’s rich in natural resources such as coal, natural gas, tronitetrona and analcime. The economy of Uxin Banner develops very fast, its GDP is32.27billion yuan and fiscal revenue is3.001billion yuan in2012.Uxin Banner has along history, extensive knowledge and profound scholarship. It’s the hometown ofOrdos Man (the ancient "Hetao People"), and it gave birth to the world-famous "theSalawusu Culture”. The Mongolian folk customs and religious rituals and etiquetteget a good inheritance here. It’s the origin of "Duguilang" and one of the firstrevolutionary base areas and the liberated areas in Inner Mongolia. The currenteconomic development of Uxin Banner gives priority to with resource-based industry.The optimization and readjustment of industrial structure by the government provideopportunities for the development of the tertiary industry, especially the tourismindustry. But there’re still many restricting factors in the development of UxinBanner’s tourism industry, due to natural and historical reasons. This leads to arelatively small contribution rate of the tourism industry for the tertiary industry andeconomic growth. So, tourism industry has great room to improve. In recent years,Uxin Banner Government adjusts its development strategies actively. For the firsttime, tourism keeps pace with traditional industries such as industry and agriculture.Hence, the corresponding tourism marketing strategy research is extremely urgent.In this paper, we use marketing, strategy management and other professionalknowledge. We take up the deep study of related theory of tourism marketing strategy. After the analysis of current tourism resources of Uxin Banner and difficulties andproblems in development of tourism industry, we learn from experience of advancedregion to develop the tourism marketing strategy for Uxin Banner. Then we putforward the concrete marketing tactics innovation, hoping to provide reference for thetourism industry development of Uxin Banner, and for the local industrial structureadjustment.