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| MARKETING OF RURAL TOURISM PRODUCT OF FRANCE AND ITS LESSONS——A Case of Le Relais de Chenillé |
| FANG Zhong-quan1, GUO Yi-xian2 |
1. Sino-French College of Tourism of Guangzhou University, Guangzhou 510006, China;
2. College of Tourism of Nice University, Nice 06200, France |
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Abstract The fact that the China National Tourism Administration named the year 2006 as "China rural tourism" indicates that the government has paid attention to the development of rural tourism. It is necessary for China's rural tourism to draw lessons from abroad because of the problems in a beginning stage. From investigation to perfect development. France rural tourism has seen more than 40 years. It is of large-scale, has wide sale-network, a systematic profession standard and norm. Its management method and business model also are being perfected. So, France rural areas have become the main destination of the family holiday and the recreational tour. The marketing of rural tourism product in France pays attention to:1) define target market and target customer; 2) strengthen the customer information management and communication; 3) adopt a suitable sale outlet; 4) strengthen competition and cooperation; 5) make use of the regional government tour organization to promote sale; 6) make use of an exhibition and conference to publicize; 7) make use of the festival or activity to carry on promotion.The main experience includes:the coordination among government, residents and the travel enterprise; the mode of the rural tourism is steady; to make use of the government department to market; to make use of the profession certificate to carry on quality control and publicity; the diversification of marketing mode.
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Received: 05 April 2007
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2007, Vol. 22 
