Study On Tourism Marketing Strategy Of Luofushan Scenic Spot In Huizhou

With the continuous improvement of people's living standards,people's demand for scenic tourism products is also increasing,and public tourism has gradually become a fashion.In October 2015,the Fifth Plenary Session of the 18 th CPC Central Committee put forward the five development concepts of "innovation,coordination,green,opening and sharing".The development of tourism industry conforms to the five development concepts.With the implementation of the development planning outline of Guangdong Hong Kong Macao Dawan District,Dawan district will build a high-quality life circle suitable for living,business and tourism,which will bring new strategic opportunities for the further development of Dawan District scenic spots,including Luofu Mountain scenic spot in Huizhou.Luofu Mountain scenic spot is a national key scenic spot,one of the top ten Taoist mountains in China,and also the leading scenic spot of Huizhou Tourism.In recent years,it has made some development,but also encountered many bottleneck problems in its development,such as the lack of large-scale planning,the unsmooth management system,the single tourism products,the scattered tourism resources,the lack of linkage and scale effect,and the single tourism management structure Lack of innovation in marketing means,etc.Facing the fierce competition in the future,the tourism development of Luofu Mountain is facing severe challenges.In this paper,by means of on-the-spot investigation,forum investigation and questionnaire investigation,through understanding the problems existing in the marketing strategy of Luofu Mountain scenic spot,the thinking of the government management organization,Luofu Mountain managers and tourists on the development of Luofu Mountain scenic spot and the satisfaction degree of the service quality,on the basis of investigation,collective discussion,careful analysis,comparison and summary,using PEST? Porter five forces? SWOT analysis,etc,to find out the advantages,opportunities,problems and deficiencies,and put forward that Luofu Mountain scenic spot should be combined with market segmentation,find out the core target market,basic target market and opportunity target market,make clear the positioning of "health preservation holy land,Taoist famous mountain,cultural famous mountain and red famous mountain",and formulate product strategy,pricing strategy and promotion strategy accordingly,and put forward reasonable The suggestions and countermeasures are also put forward.The research results can provide some reference for the development and construction of scenic spots represented by Luofu Mountain Scenic Area and the formulation of tourism marketing strategies.