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在“5·12汶川特大地震”发生前,阿坝州作了推进“旅游二次创业”和开展“旅游整合营销”的战略决策。而地震后,阿坝州的旅游资源、旅游格局以及旅游产品均有不同程度的变化,旅游营销策略也势必随之进行调整,如何科学地制定阿坝州灾后旅游营销策略将对阿坝州旅游业下一步的发展产生至关重要的作用。本文认真对比分析了地震前后阿坝州旅游产品及旅游营销方式的变化,指出存在的问题,运用旅游市场营销、旅游新产品等相关理论参照相关案例,结合阿坝州的实际情况进行了论述,提出了灾后旅游营销的建议。
Prior to the May 12 Wenchuan Earthquake, Aba Prefecture made strategic decisions to promote “second pioneering business” and “integrated tourism marketing.” After the earthquake, Aba tourism resources, tourism patterns and tourism products have varying degrees of change, tourism marketing strategy is bound to be followed by adjustment, how to scientifically formulate the post-disaster tourism marketing strategy Aba will Aba tourism next step The development has a crucial role to play. This paper carefully compared the changes of tourism products and tourism marketing patterns in Aba before and after the earthquake, pointed out the existing problems, made reference to relevant cases by using tourism marketing, new tourism products and other relevant theories, and discussed the actual situation in Aba Prefecture. Post-disaster tourism marketing advice.