Research On Marketing Strategy Optimization Of Linhuaigang Water Conservancy Scenic Spot

With the rapid development of the tourism market,more and more tourists pursue high-quality tourism products and services,showing a personalized demand situation,and new forms of tourism resources emerge in endlessly.In recent years,Water Conservancy Scenic Spot,as a kind of scenic spot integrating natural landscape and human landscape,relying on rivers,lakes and water conservancy engineering facilities,is showing vigorous vitality,and is valued by governments at all levels and favored by tourists.However,most of the domestic water conservancy scenic spots generally have problems in operation and management,such as the integration and development of tourism resources,marketing strategies,brand image communication and so on.In the new media era,great changes have taken place in the way of tourism marketing.The marketing of water conservancy tourism must be based on the tourism demand of consumers,and the marketing strategy should be optimized and adjusted in order to improve the market competitiveness of Water Conservancy Scenic Spots and win the marketing initiative in the fierce tourism market competition.Based on the research results of tourism marketing and water conservancy tourism at home and abroad,taking Linhuaigang Water Conservancy Scenic Spot as an example,this paper makes a systematic study on the current marketing situation of Linhuaigang Water Conservancy Scenic Spot by means of questionnaire survey and in-depth interview,and points out that its tourism marketing includes products and supporting facilities,pricing mechanism,marketing channels,promotion strategies and marketing strategies Content and other aspects of the existing problems.Based on these problems,combined with the theory of 4P,4I and STP,this paper puts forward the marketing optimization strategy of Linhuaigang Water Conservancy Scenic Spot and the guarantee measures to implement this series of strategies from the aspects of constructing diversified tourism product pedigree,integrating promotion strategy,implementing flexible price strategy,integrating new media marketing channels and integrating marketing subjects.