Study On Non-Public-Welfare Tourism Project In DM Palace National Heritage Park

In recent years,people’s demand for tourism has been increasing,especially a large number of tourist attractions based on ancient ruins resources have also been developed and put into operation,which greatly meets people’s demand for ancient cultural exploration tourism.In this context,the DM Palace National Heritage Park,as a wellknown large-scale tourist attraction in Xi’an,has adopted a marketing strategy to maintain its leading competitive position in the same kind of tourism market..Through the formulation of scientific and reasonable marketing strategies,DM National Heritage Park can be built as a tourist attraction and establish a tourism brand,so as to highlight the differentiation characteristics of DM national heritage scenic spots.It is conducive to enhancing the overall income of DM scenic spots and its influence in the industry market.Based on the research status of many domestic and foreign scholars on ruins protection,utilization and tourism,the analysis of this paper introduces classic marketing theories and tourism marketing knowledge,and makes a comprehensive analysis of the scenic spot characteristics,value characteristics and development status of DM National Site Park through visits and surveys.It is found that DM National Site Park has excellent resources.Among them,the complete preservation of various types of palace ruins of Tang Dynasty gives it a unique cultural advantage.In addition,through the combination of SWOT analysis and market research,this paper further analyzed the marketing status quo of DM National Heritage Park’s non-public welfare tourism projects,and based on this in-depth analysis of the current marketing problems of this scenic spot.The results show that,DM National Heritage Park has great advantages such as the largest Tang Dynasty heritage site,superior geographical location,national key cultural relic protection units and 5A scenic spots,as well as major policy opportunities that may exist in the future.However,in the operation process of the scenic spot,there are still core problems such as lack of in-depth excavation of cultural sites,low appreciation of tourists,low visibility of scenic spots and weak sense of experience of tourists..Based on the above problems,this paper designs improvement plans for the marketing strategy of the DM Palace National Heritage Park from two aspects-attracting tourists and retaining tourists.Mainly from the following aspects:strengthening the cultural excavation of the site,improving the price system,clarifying market positioning,strengthening the advertisement promotion,expanding the marketing channels and so on.In addition,a series of corresponding safeguard measures based on improvement measures are proposed.Finally,the weights of different evaluation indicators are obtained by questionnaire survey.Combined with the expert grading system,an AHP evaluation model for the expected effect of the marketing strategy improvement plan is established.Through the calculation of the model,it is found that the synthesis score of the marketing improvement evaluation strategy proposed in this paper is 9.1625 points(out of 10 points).Corresponding to the excellent grade,the result indicates that this set of improvement strategies can effectively solve similar problems in the marketing strategy of the DM Palace scenic spot at the present stage.It can be used as a reference and enlightenment for the improvement of marketing strategy of such heritage-type scenic spots.