|
|
|
| STUDY ON THE SUSTAINABLE STRATEGY OF TOURIST MARKETING OF THE TOURIST MODERATE PLACES IN CHINA |
| GUO Ying-zhi |
| Department of Tourism of Fudan University, Shanghai 200433, China |
|
|
|
|
Abstract The tourist marketing competition mechanism of Pingyao Ancient City of World Cultural Heritage in the tourist moderate places in China is analyzed from the point of view of location characteristics.Pingyao Ancient City is located in the North of China, in which is one of three biggest tourist market places.It is a relay station of the two hot tourism places:Xi'an and Peking, and those hot touring places such as Peking, Xi'an, Luoyang, Tianjing, Qufu, Tai'an, etc.They circled around Pingyao Ancient City with the radius of five hundred kilometer.The number of tourists of Pingyao City has increased quickly since 1990, and the tourism industry steps up to a stabilizing incremental development period.The number of tourists from Shan'xi and North of China is about seventy-eight percent of the total tourists.Among them, sightseeing tourists are the prominent parts which is thirty percent, and business travel and specialty investigation are in the second place.Middle and young men are the main part, whose average residence time is about one day to two days.And the aim of domestic markets is that the metropolises and middle cities of North China and East China are the key tourism target market, and the northwest, southwest and northeast of China are occasional markets of tourist sources.The tourist market development policy is that Pingyao Ancient City should expand the market range of influence, unify sales promotion slogan, widen sales promotion range, intensify sales promotion methods and ascertain sales promotion objects.At last, the tourist sustainable development strategies are put forward for Pingyao Ancient City as a tourist moderate place in China.Pingyao must regulate tourist consumption structure, build reasonable market structure, make the tourists sources market into full play, relieve tourism's "bot tleneck", form a close tourism network, improve product culture character, and turn out a mass of at tractive internationalized products in order to promote Pingyao Ancient City tourism industry internationalizing and make Pingyao a prosperous tourism county.
|
|
Received: 30 November 2000
|
|
|
|
|
|
|
2003, Vol. 18 
