Ananlysis On Tourism Destination Marketing Based On The Long Tail Theory

Recent years, with the rapid development of Liangshan tourism, Liangshan partycommittee and its government make it clear that tourism should be pillar industry ofLiangshan, and change it from a prfecture with rich tourist resources into a strongeconomy. In order to change this goal, tourism destination marketing is a must. With theimprovement of people’s life, culture level and etc, the market position of the lots ofNiche markets have got the recognition within the industry. How to control these Nichemarkets has become a new focus of attention in tourism destination marketing. Long tailtheory as a new economics theory focuses on the “tail” of demand curve, acquiring theeconomies of scale by focusing on these Niche markets. This thesis is aimed to offer anew theory for the tourism of destination marketing of Liangshan through Long tailtheory.Liangshan tourism destinations as objects, thesis uses a combination of document,questionnaire survey, interviewing and empirical researching to analysis the tourismdestination marketing of Liangshan, which contents six chapters. Chapter one includesthe background, meaning, theory and methods of this thesis and the domestic andforeign research tendency as well. Chapter two is the theocratical basis part which is anexplanation of Long tail theory including the content of Long tail theory, practicalcondition and the usage in tourism destination marketing. Chapter three analyzes thepresent situation of Liangshan’s tourist resources and marketing to find out theproblems that exist. Chapter four is the empirical research part collecting the data toanalyzes the model of Liangshan’s Tourism Destination Marketing by conductingquestionnaire survey, interview and etc. Chapter five offers the choices of Liangshantourism target markets, the image and strategy as well, and in the end we build themarketing model of Liangshan tourism destination marketing based on the Long tailtheory. Chapter six are the conclusions and prospects.The conclusion we can reach here is: one, Liangshan should target its markets on itsown rich people and natural resources, during which it should value the building ofMicroblog, Wechat and some other plant forms and the same time the integration ofhuman and tourist resources. it should not neglect the current markets as well. two, themodel of Liangshan tourism destination marketing based on the Long tail theory is:focusing on the Niche markets, developing niche products under the principle of“government leading, enterprises participating”, and using professional internetmarketing, interpersonal intercommunication and others methods as well to form scale-benefits.