Research On Tourism Marketing Strategy Of Ningde World Geopark Based On IPA Analysis

In the past 40 years of reform and opening up,China' s tourism industry has developed rapidly,and 39 World Geoparks have been established all over the country.The establishment of World Geoparks plays a positive role in attracting tourists to visit.There is a competitive relationship in the World Geoparks in the same area.There are two Ningde World Geopark and Taining World Geopark in our province.Compared with Taining World Geopark,Ningde World Geopark has many problems,such as insufficient marketing strategy,insufficient marketing means,weak marketing intensity,low popularity,low tourist arrival rate and so on.A good marketing strategy of Ningde World Geopark plays a very important role in improving the development of Ningde tourism.This paper takes marketing as the theoretical framework,draws lessons from the previous research of the World Geoparks tourist satisfaction evaluation index system,uses the quantitative analysis method,takes Ningde World Geopark as the research object,uses the field investigation,the literature research and the questionnaire survey and so on,uses the data analysis software SPSS and Mplus7.0,to use the importance-performance analysis method to carry on the analysis.Based on the understanding of tourists'satisfaction with tourism products,tourist sources and access channels of tourism information in Ningde World Geopark,the tourism marketing strategy of Ningde World Geopark is formulated by synthesizing the actual situation and combining with the theory of marketing "6P".Through the study,it is found that the market positioning of Ningde World Geopark is not accurate,the satisfaction of tourists is not high,the performance-price ratio of tourism products is low,the management level of the park is not good,and the quality of tourism service needs to be improved.This paper uses the marketing "6P" theory to integrate the marketing strategies in the aspects of market positioning,Product strategy,Price strategy,Place strategy,Promotion strategy,Political Power strategy,Publ ic relations strategy and so on.The tourism marketing strategies are as follows:1,market research normalize;2,strengthen the innovation improvement and combination of tourism products;3,improve the tourism related service level;4,pay attention to promotion and price strategy;5,establish tourism enterprises and Service talent training system;6,improve marketing channels,establish direct marketing channels;7,make good use of new media network marketing means;8,apply and integrate a variety of marketing combinations to deal with public relations;9,timely development of high-end tourism projects,such as ecotourism and so on.