Research On Marketing Strategy Of Tourism Destination In Muige Ancient City

At present, the domestic tourist attractions market is competitive in China.It is always hard for consumers to choose one as destination among a lot of scenic spots,and it is often difficult to make a decision. To a large extent, the consumer's final decision depends not only on the popularity and attractiveness of the tourist attractions, but also the marketing strategy of the scenic spots. As a newly emerging tourist destination, Muege ancient town also faces the same problem and desires more for reasonable and effective marketing strategy. As the current marketing organization of the town, the management office of Muege,the most realistic problem for it is how to make and optimize the marketing strategy.Therefore,it is necessary for the office to study deeply tourism destination marketing strategy.Based on the real situation of Muege in the domestic tourism market, combined with domestic and international tourism destination marketing literature, this paper tries to summarize and analyze the tourism destination marketing practice and influence factors of Muege. Finally,based on the basis of SWOT analysis of Muege,suggestions are given to the office for making and optimization of marketing strategy.This paper also tries to introduce concepts of the second-class ancient town,Internet Plus and mountain tourism for the development and optimization of Muege's destination marketing strategy, and points out that the town management office should better to take Internet plus Yi's culture and mountain tourism as the core of its' destination marketing strategy.Now, the tourism industry has been regarded as one of the national strategic industries in China,with the idea of fascinating Guizhou with colorful cultures,province with highland parks, under the favorable situation,Muege scenic spot must grasp the opportunity to develop the traveling industry. Whether it succeeds or not depends on the management office's full use of good advantage of policy support and good tourism resources, and to a large extent also on reasonable and effective destination marketing strategy. Therefore, this paper aims to help the management office of Muege do a good job in making tourism destination marketing strategy,provide references for the relevant government departments and tourism enterprises,and eventually promote the development of tourism industry in Dafang County.