上饶市旅游市场的营销分析

Marketing Analysis of the Tourism Market in Shangrao City

摘要: 上饶市具有丰富的旅游资源，然而旅游市场的开发仍有很大的空间。基于旅游市场的类型和旅游市场的营销理论，结合上饶市的旅游景点和旅游资源特点，从优势、劣势、机会、威胁四个维度分析上饶市的旅游市场，并根据大学生旅游市场的特点，分析了上饶市旅游市场营销存在的问题，提出上饶市旅游市场的营销工作可聚焦于由点到面、深度挖掘当地旅游文化和民俗特色、采取多种网络途径宣传渠道等方面营销策略。

Abstract: Shangrao City has abundant tourism resources, but there is still a lot of room for development in the tourism market. Based on the types of tourism market and marketing theories of tourism market, combined with the characteristics of tourist attractions and resources in Shangrao City, this paper analyzes the tourism market in Shangrao City from four dimensions: advantages, disadvantages, opportunities, and threats. Based on the characteristics of the college student tourism market, the problems in Shangrao City’s tourism market marketing are analyzed. It is proposed that the marketing work of Shangrao City’s tourism market can focus on marketing strategies from point to surface, deeply explore local tourism culture and folk characteristics, and adopt various online channels for promotion.