A STUDY ON MARKET VALUE EXPLORATION AND DEPTH DEVELOPEMNT OF TOURIST PRODUCT WITH SALT CULTURE THEME——A Case Study of Daying Dead-sea and Zigong Salt-capital
LAI Bin1,4, YANG Li-juan2,3
1. College of Traffic & Transportation, Southwest Jiaotong University, Chengdu 610031;
2. College of Management, Chengdu University of Information and Technology, Chengdu 610103;
3. College of Literature and Journalism, Sichuan University, Chengdu 610064;
4. Tourism School, Chengdu Vocational & Technology College, Chengdu 610041
Abstract Salt culture is a kind of new and expanding tourist product theme which can satisfy the tourist diverse needs. The transformation of salt resources to tourist product is an effective business tool for showing its market value while the good understanding of the market value of salt resources is a pioneer action for marketing position and development decision. The paper holds that the connotation of tourist product with salt culture theme (TPSCT) should be defined within the frame of modern market value conception(MVC) oriented by customers. Three aspects, namely, target, function and image, are discussed to understand the theme connotation of tourist product with salt culture. For the empirical analysis of market value of TPSCT, the MVC of Daying Dead-sea and Zigong Salt-capital is analyzed as a typical case. Compared with the product character and theme position, the visible characters of MVC, have been obtained while some invisible characters, are also discovered from the visual angle of economics and tourism anthropology in this paper. Then, a new MVC named the twin cores of "social-visitor" is put forward with the post-modernity tourism context. At last, the depth development strategy of TPSCT is explained as follows:1) Theme positioning contained with compound target, diversifying function and images repeated should be put into practice. 2) Whole tourist products should serve tourists with different needs, especially special item of TPSCT product. 3) TPSCT should keep not only the authenticity of salt culture, but also the attraction to tourist. 4) Salt culture product with different resource natural endowment should choose different themes for lengthening the TPSCT product lines and producing the influence power on the tourism market.
2009, Vol. 24 
