摘要
分析了基于利基战略的自然保护区生态旅游发展模式。从利基营销战略的发展过程及特点出发,说明自然保护区是我国旅游市场中的"中小经营者"和"后发经营者",在自然保护区开展生态旅游具有比较优势,同时保护区目标具有多元性的性质,在自然保护区中引入利基战略是生态旅游市场分化与培育的需要。笔者以王朗自然保护区的实践说明了利基战略对我国自然保护区生态旅游的适用性,归纳出自然保护区生态旅游利基战略的实施要准确细分和定位市场,重视产品和服务的质量,建立市场壁垒,关注市场的动态变化并选择针对性的营销策略。
The development pattern of ecotourism in nature reserve was analyzed based on Niche Strategy.Starting from the development process and characteristics of Niche Strategy,as a kind of small and subsequent operator,carting ecotourism in nature reserve has comparative advantages,and introducing Niche Strategy is the demand of ecotourism market differentiation and culture.With Wanglang Nature Reserve as an example,the suitability of Niche Strategy for ecotourism in nature reserve of our country was interpreted.It was concluded that nature reserve ought to make the market segmentation and market positioning more accurate,improve the quality of products and services,safeguard niche market,track the change of market and take corresponding marketing policy.
出处
《安徽农业科学》
CAS
北大核心
2011年第12期7198-7200,共3页
Journal of Anhui Agricultural Sciences
基金
四川旅游发展研究中心项目(LY10-14)
关键词
利基战略
自然保护区
生态旅游
发展模式
Niche Strategy
Nature Reserve
Ecotourism
Development pattern
