Research On Tourism Marketing Strategy Of Baimaguan Sports And Leisure Characteristic Town

Sports and leisure characteristic towns are highlighted by the word "sports" and have the potential to integrate tourism,culture,recreation,education and training.They have the foundation to promote the formation of industrial chain and service circle.With the increasing demand of consumers for sports and leisure and the rapid development of sports and leisure industry,sports and leisure towns have become a common choice for more and more local governments to build and consumers to travel.Bai Ma Guan sports leisure characteristic town was selected in 2017 as one of the first batch of 96 pilot sports and leisure characteristics towns in recent years.In recent years,it focused on the target location of "the first pass in Sichuan,the new sports and leisure field",took outdoor leisure development as the theme,vigorously implemented the "N+ sports" strategy,and put sports and scenic spots,culture and tourism into practice.So far,there is no systematic and targeted tourism marketing strategy,which has become a "roadblock" restricting the sustainable operation and development of small towns.Therefore,it is urgent to formulate a set of tourism marketing strategy that is in line with the actual situation of small towns.Therefore,based on the PEST and SWOT analysis of Baimaguan Sports and Leisure Town's tourism market,this paper points out that there are some common problems in the tourism market of Baimaguan,such as serious homogeneity of tourism products,limitation of propaganda means,lack of professional marketing talents,etc.,and studies the system under the 6P theory of marketing.Finally,suggestions and measures to ensure the implementation of marketing strategies are put forward from seven aspects: perfecting and rationalizing the system and mechanism,striving for policy and financial support from higher departments,actively promoting cooperation with relevant ministries and commissions of the state,gathering advantages to strengthen the main body of operation,innovating to drive the expansion of market space,vigorously improving the quality of service level,and strengthening the introduction and reserve of professional talents.Promoting the sustainable development of small towns and providing reference for the marketing of similar towns.