Study On The Tourism Marketing Of Wufengxi Ancient Town In Jintang County

With the vigorous development of tourism,the ancient town with its profound cultural connotation,unique ancient architecture and pleasant landscape form as the carrier,favored by the majority of tourists.In recent years,with the traffic more convenient,the increase of per capita income and other factors,the development of the ancient towns in southwest China is very rapid.As early as 2015,the Chengdu municipal government has proposed to combine the central government's "New urbanization Plan(2014-2020)",integrate the urban planning content with the local tourism industry,and after three to five years,create the "Tianfu Ten Ancient Towns" brand.At present,"Tianfu Ancient Town" tourism products and products Brand image can be promoted,with the overall advantage.At the same time,the relative concentration and abundance of tourism resources in the ancient towns around Chengdu has caused the homogeneous competition among the ancient towns,which naturally squeezes the tourism industry of the ancient towns in Jintang County.Wufengxi ancient town is the last ancient town to be developed in Chengdu Plain at present.It is developing and constructing the second phase of the project.The image of other ancient towns has been established in the region.As the only ancient mountain town in Chengdu,its important status has not yet been reflected.There is an urgent need for a reasonable and effective marketing strategy to be known to the public.On the basis of reference and study on the current situation of tourism research in ancient towns at home and abroad,this paper makes use of the relevant theories of marketing and makes research through literature review,field investigation and so on.Try to provide a certain reference for the future development of tourism marketing in Wufengxi ancient town.First of all,on the basis of the marketing theory,this paper analyzes the general situation of tourism resources in Wufengxi ancient town,including the historical evolution of Wufengxi ancient town and the present situation of tourism resources development,and then carries on the SWOT analysis to the marketing environment of Wufengxi ancient town.At the same time,using the field visit,interview and questionnaire,the tourists of Wufengxi are selected as the objects of the questionnaire.The questionnaire mainly analyzes the basic situation of tourist market,tourism behavior,space-time structure and experience quality evaluation of Wufengxi ancient town.Secondly,the STP strategy of Wufengxi ancient town tourism market is analyzed.According to the source of tourists,tourist education level,tourist income and so on,the paper divides three kinds of target market,and finally defines the target market orientation of Wufengxi ancient town.Finally,from five aspects of product,price,channel,promotion and government,this paper puts forward the tourism marketing combination strategy of Wufengxi ancient town,trying to tap the tourism market potential of Wufengxi ancient town to the maximum extent.At the same time,four aspects of marketing security measures are put forward to ensure the overall feasibility of marketing mix strategy.