Study On Application Of The Non-governmental Alliance In The Three Gorges Of The Yangtze River Tourism Marketing

The Three Gorges of the Yangtze River, where there are many world firsts is locatedin Chongqing city and Hubei Province. In this region, there are rich tourism resources withhigh quality, large storage, much variety, and profound cultural accumulation. For a longtime, the government has been the dominant position in the Yangtze River Three Gorgestourism development and marketing. Though, officialy and continously, Chongqing andHubei have done much in promoting the convenience from tourism policy, the co-integration and accessibility of tourism resources, and the co-brand in tourism, the YangtzeRiver Three Gorges Tourism is still far from a hot place, tourism marketing is notobviously effective. The main reason is that the community ignores the cultivation of themain body of tourism market, especially the fostering of the Non-governmental unionacross region and industry, and the research, support and enough attention to theNon-government alliance in the tourism development. In fact, the Non-governmentalalliance in the development of the Three Gorges tourism has not been promoted enough,which makes its effect obvious.In this paper, taking the non-governmental alliance in the tourism marketing of theThree Gorges on the Yangtze River as an example, the writer analyzes its present situationand characteristics, with self-organization theory, Tourism Alliance Theory and tourismmarketing theory, and meantime, studies its drive mechanism and evolution effect.Through the comparison with other domestic non-governmental alliances, the writer findsout the main problems existing in the non-governmental alliance of the Yangtze RiverThree Gorges Tourism marketing, and in the light of these problems, put forward somestrategies and suggestions to promote and improve it, hoping to arouse the publicawareness of it and draw much public attention to it.