Analysis of marketing issues in tourist attractions

Although traveling is a way of leisure for people, people still hope to spend more time on activities in scenic spots instead of wasting time on the road. So, what marketing problems exist in tourist attractions?

Abstract: The article analyzes the marketing strategy of Shanxi Lingkong Mountain Tourist Scenic Area through personal investigation, and points out some problems: that is, the market positioning of tourist attractions should pay attention to The difference in market positioning of surrounding scenic spots; the marketing of tourist attractions should pay attention to the marketing of the organized market; in the marketing process of tourist attractions, a vi identification system for the entire enterprise should be formed; the marketing of tourist attractions should play the role of the market mechanism.

Keywords: tourist attraction; marketing; market positioning

1. Introduction to Lingkong Mountain Scenic Area

Lingkong Mountain is also known as Jiuding Mountain. Wulongchuan Township, 30 kilometers northwest of Qinyuan County, Shanxi Province, is a scenic spot. It is a branch of Taiyue Mountain with a radius of 20 km2. The mountain is densely covered with pine forests, and you can see thousands of green peaks in the distance, towering ancient trees, sharp cliffs all around, deep mountain streams and gurgling clear springs. Three solitary peaks protrude from the center of Lingkong Mountain, like three inverted tripod legs. Under the peak, two deep valleys come from the west and north, intersect and merge, and go to the southeast. At the intersection of deep valleys, a huge empty valley is formed, like a giant cave and stone well, as if it was carved by a magical axe. The trees in Lingkong Mountain dominate Shanxi and dominate North China. There are not only many types of trees, but also flowers and plants everywhere.

There are nearly 100 kinds of Chinese herbal medicine, and there is a saying that "you cannot see the sky in a forest for forty miles". Moreover, the famous trees all have their own famous stories. The most precious "King of Pinus" in China, the nine-pole flag stands on the top of the mountain, with a base unearthed and nine branches. Each tree is straight and more than 40 meters high. In addition to the nine-pole flag, there are also the "Eight Vajras" with eight trees juxtaposed, the "Hengha Erjiang" with yin and yang, the "One Incense" with three stems, the "Three Kings" with three brothers and two brothers, and the cliff. The unique "Walking Pine" and "One Buddha and Three Bodhisattvas" and other rare and ancient pines stand out, each with their own amazing shapes. They are all primitive trees that are extremely difficult to find elsewhere, giving Lingkong Mountain a primitive temperament, vigorous and curved natural beauty.

The temples, thatched nunnery, Xianqiao, Luanqiao, East Bell Tower and other buildings on the mountain have been repaired for generations and still exist today. The overall layout is well-proportioned and the buildings are quite spectacular. Shengshou Temple is located on the edge of the cliff, half hidden and half exposed, and has quite a charm. wWw.133229.COM According to records such as "Qinyuan County Chronicles", Li Kan, the fourth son of Emperor Yizong of Tang Dynasty, fled the Huangchao uprising here in the sixth year of Qianfu (879 AD). He became a monk and was given the posthumous title of Master Bodhisattva after his death. In the second year of Jingfu's reign in the Tang Dynasty, the Zen Master's Temple was built, and in the second year of Duangong's reign in the Song Dynasty, the temple was granted the title of "Shengshou Temple", which is still in use today. Due to additions and repairs in the past dynasties, the existing temple of Shengshou Temple is no longer the original building of the Tang Dynasty. However, its large scale and clever construction make it still a valuable temple complex. The thatched nunnery was built in a stone cave on the east cliff of the temple. As you climb up through winding steps, the ground in the nunnery is pure and pure. This is the most interesting place for tourists. It is built high in the sky, half hidden and half exposed, so you can sit in the nunnery. I suddenly felt refreshed.

Opposite the mountain gate of the temple stands a cliff, with dead trees and ivy hanging upside down. A deep valley lies in front of the temple, several feet apart. The ancients built two bridges, the Xian Bridge and the Luan Bridge, to the left and right of the temple to connect the north and the south. Connecting three mountains. Xianqiao? Xianqiao is dangerous. It faces a canyon dozens of feet deep. It is wide at the bottom and narrow at the top. The end of the gorge is only more than three feet apart. A stone bar more than a foot wide hangs above it. According to legend, in the past, the cliffs facing each other at the foot of Xianqiao were far apart, and the scenery in the ditch was charming. There is a Five Dragon King living in Lingkong Mountain. His mother saw the beautiful scenery here and often came to enjoy it.

Later she met the old monk in the mountain temple, and they played chess here. The Five Dragon Kings were very dissatisfied with this. One day, while his mother was playing chess with the monk, he used his magic power to gather water from the Five Rivers including the First River, Hanhong River, Maowei River, Shuidong River, and Wulong River on Lingkong Mountain, in an attempt to Drown his mother. When his mother heard the sound of water, she looked up and saw that the flood was coming. She hurriedly dipped her kerchief in it and sucked up the flood. Therefore, the water of the Five Rivers is now as valuable as oil. When the Five Dragon Kings' plan failed, they came up with another plan and quickly squeezed in two high mountains that were thousands of feet apart. His mother took off the golden hairpin from her head and raised it in the air. The golden hairpin immediately turned into a huge stone bar under the Immortal Bridge, supporting the two mountains.

When his mother saw how cruel her son was, she grabbed the dragon's body and tore it into pieces. The dragon's head, dragon's back, and dragon's tail all turned into stones from the hills. It has become a scenic spot in Lingkong Mountain. There are still traces of the chessboard on a stone under the Xianqiao cliff. When crossing the Immortal Bridge towards Shengshou Temple, you must pass a wooden "Luan Bridge". The bridge is a single arch. There are three long shed-style buildings built on the bridge, more than 2m wide, with dragon carvings and paintings.

The bridge base is made of 14 logs with a thickness of 40 cm. There is no need to nail or rivet the bridge. The structure of the bridge is very scientific and simple, but it is beautiful and solid. From a distance, it looks like a tooth eclipsing the moon, which shows the superb skills of ancient my country. It is an architectural art and a treasure of ancient bridges existing in my country. Luanqiao and Xianqiao fly across the sky, becoming a stunning sight. Cross the Luan Bridge, walk eastward along the path through the forest, and then cross the Xianqiao Bridge to reach the foot of Dongfeng Peak. From the foot of the mountain to the East Bell Tower at the top, you have to climb the steep and winding "Eighteen Pans" like a streamer. People say that if you don’t reach the eighteenth level, you won’t reach Lingkong Mountain. Over time, the rocks have weathered and the road location has been moved. Today, the mountain road has turned into 30 steps and 555 steps. Climbing up the mountain to view the mountains, there are different scenery, one is better than the other, and one is better than the other. Climbing to the top of the plate, you can vaguely see Qinshui rushing south.

The East Bell Tower stands on the top of the peak. The pavilions are supported by four red pillars and have cornices and corners, giving it an antique look. There is a big bell hanging on the middle beam. When it hits, it roars, the sound shakes all directions, and the echo is endless.

To the south of the East Bell Tower is the pale yellow "Sheshen Cliff", which looks like a cut. Further south, there is a solitary peak surrounded by cliffs in the mountains. The top of the peak is covered with lush trees. It is said that this is the place where Prince Li settled down when he first arrived, and it is called "Tangshan Village". There are also Gaihai Cave and Immortal Cave.

There are more than 20 landscapes such as Wulong Pond, Shimen, and Dragon's Tail. The mountains are quiet, the water is clear, and the clouds are lingering. They are natural scenic spots. The ancient Zhang Zhen wrote a poem "Wandering in the Lingkong Mountain" in praise: "Striding to the top of the Lingkong Mountain, you will be famous for your success." The road to Qifeng is dangerous and only leads to the bird, and the ancient temple is deep in the clouds and has a unique sky. Outdoors, there are pines and waves everywhere, and the stream in the window is filled with rain and mist. The front and back of the man's eyebrows are so picturesque that when you see them, you will be worried about them. Shi Candong also described Lingkong Mountain in the natural column of the picture in "Lingkong Drips of Green": a rich new ink color, surrounded by green screens. The last clouds are competing with each other and the rain is falling. How can one cross the rainbow without Ji Ji? ?These poems describe the magic and magnificence of Lingkong Mountain without exaggeration. Every autumn, the mountains are covered with red leaves, adding a pleasant color to Lingkong Mountain.

2. Analysis of the reasons for the failure of the marketing plan of Lingkong Mountain Scenic Area

Lingkong Mountain Scenic Area is an old scenic spot in Shanxi Province. It has started to carry out tourism business since the 1980s. In Shanxi Province A little famous. Since 1997, in order to develop the tourism industry, the county tourism bureau began to organize the annual "Lingkong Mountain Summer Festival" in the tourist area, which has achieved good results. In 1998, the county concentrated its financial and public resources. More than 3 million yuan was spent to build a 40-km-long road into the mountain, which fundamentally changed the hardware facilities of the scenic spot and made it more convenient for tourists to enter the mountain. Passengers' vehicles can drive directly to the scenic spot, which is only 2 kilometers away from the core area. PARKING LOT. After 1997, the number of tourists received by the scenic spot continued to grow at an annual rate of 30%. By 2002, the number of tourists received reached 50,000, and the total tourism economic income reached 10 million yuan. On the contrary, after 2002, the number of tourists received by the scenic spot has declined year by year. By 2005, the annual number of tourists dropped to less than 30,000.