Study On The Marketing Strategies Of Tourism Souvenirs From The Perspective Of Cultural Rooting

Sales has always been difficult in the management of tourist souvenir enterprises recently, how to enhance the sales of tourism souvenirs? The author conducted a questionnaire survey of consumer buying behavior, and analyzed that "culture is the core demand of consumer". In this paper, taking the Ningbo ciyunshan sandalwood Culture Co., Ltd. (hereinafter referred to as the ciyunshan) as an example, the author proposed the marketing strategy of tourism souvenirs from the perspective of cultural rooting to meet the cultural needs of consumers, to improve sales of tourism souvenirs.Ciyunshan has been implementing cultural marketing, whose product named "good luck accompanies natural sandalwood" was granted the Gold Medal of China Characteristic Tourism Commodity in 2015, with good business performance currently.This paper consists of five chapters. Chapter one is the introduction. The second chapter is the literature review and theoretical foundation. The third chapter is the current situation of the tourism souvenir marketing in China and the investigation of consumer purchasing behavior, the fourth chapter is the marketing strategy of tourism souvenirs from the perspective of cultural rooting, the fifth chapter is the conclusion, Innovation and prospect.The innovation of this paper as follows:First, marketing channel mode of tourist souvenirs in hotel can refer to the franchise mode of tourist souvenirs cultural theme rooms. Second, related enterprises need to actively create a shopping environment that enables people to have a cultural experience with "visual, hearing, tasting, smelling, and touching" senses.