Eco-tourism marketing plan

# Planning # Introduction The planning book is a written book of goal planning and a street lamp to achieve the goal. The following is an eco-tourism marketing plan, welcome to read!

Eco-tourism marketing plan

First, the concept and connotation of agricultural tourism (1) The distinction between "agricultural tourism" and "rural tourism". Foreign scholars have three different views on distinguishing rural tourism from agricultural tourism: Ryan, a British scholar who has made a typical definition of rural tourism, believes that agricultural tourism is one of the important forms of rural tourism, and agricultural tourism or farm tourism has become a unique branch in published rural tourism literature; Nielsen believes that farmhouse tourism is a typical rural tourism in a sense; In the book Tourism Planning ―― A Sustainable Comprehensive Method, EdwardInskeep proposed that agricultural tourism, farm tourism and rural tourism can replace each other indiscriminately.

Domestic scholars also distinguish between agricultural tourism and rural tourism. Liu Deqian believes that the "agricultural tourism" formally put forward in China focuses on the part closely related to production in rural tourism, so agricultural tourism cannot be completely equated with rural tourism. Wang Yuncai and others believe that sightseeing agriculture, also known as leisure agriculture or tourism agriculture, refers to a new type of cross agriculture based on agricultural activities and combining agriculture with tourism. Agricultural tourism resources are only a part of rural tourism resources. Du Jiang and Xiang Ping also believe that agricultural tourism (sightseeing agriculture) should not be included in the scope of rural tourism.

(2) The concept and connotation of agricultural tourism. According to the analysis of many scholars' viewpoints, the author thinks that the definitions of rural tourism and agricultural tourism are from two different angles: region and industry. Rural tourism is defined with reference to urban tourism, while agricultural tourism is defined with reference to industrial tourism. Although there is no conclusion on the relationship between agricultural tourism and rural tourism in the theoretical circle, scholars basically agree that the rural nature, which is different from the city and rooted in the rural world, is the basis for attracting tourists to carry out agricultural tourism, so it should also be the most important symbol to define the concept of agricultural tourism. Therefore, agricultural tourism in a narrow sense refers to a new type of cross-industry tourism with agricultural production process, rural scenery and farmers' working life scenes as its main tourist attractions. In a broad sense, agricultural tourism refers to a new form of agricultural management that combines agriculture with tourism, and uses agricultural landscape and rural space to attract tourists to watch, visit, taste, relax, experience and shop. That is, based on a wide range of agricultural resources such as agriculture, forestry, animal husbandry and fishery, it develops tourism products and provides special services for tourists, which is also called rural tourism.

Second, the importance of developing agricultural tourism

"Agricultural tourism" was formally put forward in China in 20001year, and the National Tourism Administration listed the promotion of industrial tourism and agricultural tourism as the main points of tourism work in 20001year.

In recent years, the issue of agriculture, countryside and farmers has become the key and difficult problem that puzzles China's economic development. To solve the problems of agriculture, countryside and farmers, we should not only develop efficient and high-quality agriculture, but also seek the way of development from other industries besides agriculture. Agricultural tourism plays an important role in solving the employment of rural surplus labor, increasing the income of farmers around tourist attractions, adjusting the agricultural industrial structure, promoting the development of rural related industries and promoting the sustainable development of agriculture.

Third, the planning points of agricultural tourism projects

(A) the principles of agricultural tourism project planning. The planning of agricultural tourism projects should follow the following principles: the principle of unity of social benefits, economic benefits and environmental benefits; The principle of unified planning, step-by-step implementation, highlighting key points, rational layout and adapting measures to local conditions; Optimize the allocation of resources, taking into account the principle of fairness; Adhere to the principles of brand promotion and theme image building; Adhere to the principles of inheriting and carrying forward local culture, advancing with the times and pioneering and innovating; Principles of capacity control, environmental protection and sustainable development; The principle of coordinating feasible and non-urbanization process; Investor diversification and the principle of capital accumulation.

(two) the location of agricultural tourism projects. Yang Xu put forward the site selection criteria for developing agricultural tourism:

1, with excellent geographical location. Planning and site selection of agricultural sightseeing park: ① Suburbs of large and medium-sized cities. Agricultural sightseeing parks need to be built on the location model of large and medium-sized cities with developed economies. Because the income level, leisure time and leisure consciousness of residents in large and medium-sized cities determine the management status of agricultural sightseeing parks. Such as Shenzhen's maritime pastoral scenery tourist area. ② Characteristic agricultural base. Good agricultural foundation and rich production experience. ③ Near tourist attractions. You can make use of the tourist market of tourist attractions, or directly bring agricultural parks into tourist attractions. ④ Around or in the resort. ⑤ The traffic conditions are excellent.

2. Beautiful natural ecological environment. Whether the environment is good or not directly determines whether tourists are interested in the area or scenic spots, and a beautiful natural ecological environment is the premise of building agricultural tourism projects.

3. Advantages of agricultural biological resources or unique local culture. Resource advantage is an important condition that distinguishes it from other regions, which determines whether its agricultural tourism products are out of place. Only the uniqueness of local culture can really keep the freshness and attractiveness of agricultural tourism resources for a long time.

4. Typical "ecological three-dimensional" agriculture. "Ecological and three-dimensional" agriculture is the only way for the development of modern science and technology, and it is also an important condition for showing high-tech agriculture.

(C) Agricultural tourism product structure construction

1, country hotel. According to the different scale and tourism characteristics of tourist areas, tourist areas can arrange different types and grades of accommodation facilities to attract tourists. In the current practice of agricultural tourism in China, there are some rural orchards and farms besides farmers providing accommodation in the form of farmhouses.

2. Catering and business. A large number of diverse shopping stores enhance the tourist atmosphere; Catering facilities can be set up separately in hotels or tourist routes, which will inevitably bring great negative impact on the environment and ecology of tourist areas.

3. Leisure and entertainment. Tourism activities tend to be participatory, athletic, interesting and scientific. The tourist area is equipped with various entertainment facilities according to the landscape characteristics to attract more tourists and extend their stay.

4. Tourism auxiliary facilities. Combining the characteristics of scenic spots and tourists' use, planning and designing scenic spot identification system is the focus of humanized design of scenic spots. In addition, improve medical facilities to ensure the normal operation of tourist areas.

5. Agricultural tourism souvenirs. The most easily overlooked problem is the design of agricultural tourism souvenirs. Tourist souvenirs with local characteristics can be used as promotional materials in tourist areas.

(four) the protection and utilization of rural culture and ecological environment. The development of agricultural tourism should also pay attention to protecting the local environment, folk customs and local culture, and avoid sacrificing local resources and environment for short-term economic benefits, which will affect local long-term and sustainable development.

Under the impact of foreign culture and modern civilization, many farmers who get rich by developing agricultural tourism often ignore the local cultural connotation and value when developing new products, and pursue an urbanized lifestyle, which makes tourists feel that they have lost their original flavor. Therefore, how to ensure the sustainability of rural traditional cultural characteristics and folk customs will be one of the challenges for the sustainable development of agricultural tourism in China.

Four, agricultural tourism project management

(1) Improve the agricultural tourism management system and formulate reasonable and feasible management standards. Agricultural tourism projects involve many departments because they make full use of traditional industrial resources such as agriculture, forestry, animal husbandry and fishery and cultural resources such as ancient villages and towns. Governments at all levels and relevant departments should first change their concepts, raise their awareness, fully understand the important role of developing agricultural tourism in solving the "three rural issues" and promoting the development of the vast rural areas, and regard developing agricultural tourism as an important means to drive local farmers out of poverty and promote economic and social development; Assisting in the formulation of tourism development plans, proposing development measures, coordinating the relations between all parties, formulating relevant norms and standards, uniformly training employees and carrying out industry self-discipline activities have effectively promoted the standardized development of local agricultural tourism activities.

(2) Change the service concept and strengthen agricultural tourism marketing. At present, there is little research on the development law of agricultural tourism in China, and there is a general lack of professional guidance on the development of agricultural tourism products in various places. Operators can't correctly grasp the connotation, nature and product development direction of agricultural tourism, and lack innovative thinking and development concept, which leads to many agricultural tourism projects being gradually abandoned by the market due to the lack of in-depth excavation and packaging of products.

Overcome the thought of small farmers, always run through the service concept of modern tourism in the process of running enterprises, regard service as a part of products, continuously strengthen the training of employees and improve the quality of products.

(three) to guide and manage the behavior of tourists and residents of tourist areas. Tourists in agricultural tourism are mostly urban residents, which are different from rural residents in cultural background and living habits, so it is inevitable that there will be conflicts between them. In addition, the negative impact of tourism on the economy, culture and environment of the destination community will also have a negative impact on the sustainable development of tourism. Many destinations are flooded with tourists, resulting in the destruction of the local environment, traffic congestion, infrastructure can not meet the needs of local people and the growing tourist flow, tourists are reluctant to go to tourist destinations, and local residents are also opposed to tourism.

For tourists, we should adopt the policy of "both hands should be hard", hard measures and soft measures. On the one hand, manage tourists' behavior with rules and regulations and tourist information standards; On the other hand, actively implement education, guide tourists to pay attention to protecting the environment, conduct civilized and healthy tours and participate in leisure activities.

For residents, a bottom-up development model should be adopted. On the one hand, the correct guidance and management of residents in tourist destinations is conducive to regulating the legitimate competition in the local tourism market; On the other hand, it is conducive to alleviating the contradiction between local residents and tourists, such as the conflict of interests in the living environment, and can better carry out agricultural tourism activities.

Chapter II Eco-tourism Marketing Plan

I. Definition of Eco-tourism and Eco-tourism Products Eco-tourism refers to "a purposeful trip to natural areas in order to understand the culture and natural history of the local environment. While creating opportunities for economic development, this kind of tourism activities try not to change the integrity of the ecosystem, so that the protection of natural resources can benefit local residents economically. "

Eco-tourism product is a kind of material entity and intangible service to meet the spiritual, cultural and life needs of tourists in the process of tourism activities. It is a special experience for tourists to pay a certain amount of money, time and energy. Ecotourism products in a broad sense consist of three elements: scenic spots (landscapes), facilities and services. Eco-tourism products in this paper refer to tourism products with high ornamental value, which take eco-tourism resources as the core and realize the optimal combination of environment, the circulation of material energy and the coordinated development of economy and society according to ecological goals and requirements. They are eco-tourism products in a narrow sense, that is, eco-tourism scenic spots, and sometimes they can be roughly equivalent to eco-tourism scenic spots (districts) in a popular sense.

Second, the marketing environment analysis of Hainan XX ecotourism products

Marketing environment is one of the factors for the success of ecotourism product marketing. The marketing activities of any ecotourism product marketing subject are carried out in a certain time and space environment, and are restricted by internal and external conditions, which are the marketing environment of ecotourism product marketing subject. Only by making marketing activities actively and fully adapt to the marketing environment can the marketing activities of eco-tourism products produce results.

1. Superior

XX has a good ecological environment protection and unique tourism resources. XX is located in the tropics, with a forest coverage rate of over 65%. Beautiful Shimei Bay, Riyue Bay, Nanyan Bay and Shenzhou Peninsula, high-quality hot springs, white beaches, vast sea areas, blue waters and various animals and plants are the choices for leisure, vacation, recuperation, sightseeing, scientific research, education and exploration. At the same time, XX is also a multi-ethnic settlement and hometown of overseas Chinese in Southeast Asia. On its land, there are 19 ethnic minorities and 2 1 returned overseas Chinese from countries and regions, forming a unique local folk customs and strong Southeast Asian customs. Good climatic conditions, numerous tropical plants, unique folk customs and superior geographical location (between Sanya and Haikou) make XX eco-tourism very attractive.

2. Weakness

(1) lacks scientific and reasonable planning. There are many and miscellaneous eco-tourism attractions in XX, and the layout is unreasonable. Eco-tourism is still in a low-level and extensive development state, which has caused great waste of tourism resources.

(2) The tourism supporting products are scarce, and the tourism expenditure structure is not reasonable. Among tourists' travel expenses, 67.4% is spent on accommodation, catering, long-distance transportation and sightseeing, which is higher than 30% ~ 40% in developed countries. The proportion of non-basic tourism consumption expenditure is only 32.6%, which is close to the lowest warning level of 30% in the world.

(3) The tourism market is unbalanced. In 2004, the number of overnight visitors was about 2,654.38+0.44 million, mainly from Guangdong, Beijing and Shanghai. Only overseas tourists 18658 and compatriots from Hong Kong, Macao and Taiwan (236 18) were received. Since 2006, overseas tourists have decreased year by year, with 5438+0. It shows that the phenomenon that the domestic tourism market is larger than that of foreign countries is more prominent.

(4) Disordered competition has been repeatedly prohibited. Due to the sharp increase in the number of travel agencies, the competition among travel agency enterprises is becoming more and more fierce. In order to survive, some travel agencies pass on the tourism income to tour guides and bus drivers by means of "zero" tour fees and "negative" tour fees, and rely on scenic spot ticket rebates, shopping or cheating customers to increase tourism income from time to time, which seriously affects the tourism quality of tourists and tarnishes the tourism image of tourist destinations.

Step 3: Opportunities

(1) Eco-tourism faces huge market demand. According to experts' prediction, in the future, with the improvement of income level of urban and rural residents and the increase of leisure time, the demand for tourism will be increasing, especially the "holiday economy" policy adopted by the state to encourage development, and the extension of holidays will provide people with opportunities to travel, and ecological holiday and leisure tourism will be a huge demand for people (especially urban residents).

(2) A coordinated and fully functional tourism facilities supply system has basically taken shape. In 2003, the Guangdong-Hainan Railway was connected with the national railway. The completion of the Guangdong-Hainan Railway will provide a new passage for people to enter and leave Hainan, which will save more money and time than taking a boat. To a great extent, it will reduce the barriers for ordinary consumers in most provinces and regions to travel to Hainan, so it is bound to increase the passenger flow to Hainan.

(3) Building XX eco-tourism area is one of the goals of Hainan's overall tourism development plan. This provides a good macro environment for the development and construction of XX eco-tourism area.

Step 4 threaten

The destruction and waste of tourism resources are serious.

(1) Due to ignoring the education of local residents' eco-environmental awareness and the huge economic benefits brought by eco-tourism, some tourist attractions and hotels only pay attention to immediate interests and ignore long-term development, which eventually leads to the destruction and waste of tourism resources. For example, the discharge of domestic garbage and hotel sewage leads to the pollution of the Sun River passing through the center of XX.

(2) Tourists' understanding of eco-tourism only stays in the direction of nature, and they lack full knowledge and understanding of the value of eco-tourism, ignoring the environmental protection and cultural protection of eco-tourism.

Third, the marketing strategy of Hainan XX ecotourism products

1. product strategy

(1) Scientific evaluation of ecotourism resources. XX eco-tourism is in its infancy, and there are some problems in eco-tourism products, such as single type, low grade and low level repetition. Therefore, we should absorb the advanced experience of foreign eco-tourism, combine the actual situation in XX area, establish a set of resource evaluation system, correctly evaluate the types of resources, and develop unique tropical eco-tourism products. At the same time, it is necessary to evaluate the environmental carrying capacity of eco-tourism scenic spots to protect the environment from tourists.

(2) Clear product positioning. The composition structure of XX eco-tourists shows the unreasonable target market structure of attaching importance to domestic and neglecting foreign countries. It is necessary to adjust the composition structure of the target market and upgrade XX eco-tourism from sightseeing to leisure and holiday tourism. Change to the goal of high-grade and high-consumption tourism market; Excavate the cultural connotation rich in local ethnic characteristics and folk customs, and enrich the content of eco-tourism.

(3) Improve the product structure. Hainan XX is rich in tropical forest resources and marine resources, but the eco-tourism products developed do not make full use of these resources, but only develop some low-level and popular tourism projects, and the tourism product line is relatively simple. Combine the diversity of XX eco-tourism resources and develop various tourism projects.

(4) Plan tourism image and establish tourism brand. With the complexity and diversification of tourism development, brand will become the key factor for the success of eco-tourism products. To make XX eco-tourism truly an ideal destination for Chinese and foreign tourists, it is not enough to have good tourism products and tourism environment, but also to gradually form a brand of eco-tourism products with XX characteristics. A good tourism brand has a certain relationship with its image. A successful brand must be based on a good tourism image. Therefore, it is necessary to plan and form a good eco-tourism image first, then consolidate and enhance it, and finally form a brand. The planning of eco-tourism image mainly starts with the design and construction of eco-tourism image.

① Ecotourism image design. In the design of XX eco-tourism image, we should have a full understanding of the target market, grasp the trend of the whole era, and make the overall image reflect the characteristics of the times. At the same time, pay attention to the feedback and repair of the implementation effect of image planning, improve the visibility and reputation of XX eco-tourism and enhance its identifiability.

② Eco-tourism image construction. First of all, in order to solve the problem of tourism image positioning of XX tourism destination, it is necessary to excavate and carefully choose the eco-tourism image. This paper studies tourists' cognitive state of tourist destination and designs an effective method to spread the target image of tourist destination. Secondly, it is mainly realized through the planning and construction of regional tourism product system, regional tourism image system, regional tourism visual image system and regional tourism festivals. Because the tourism image construction involves a wide range and has a great influence, it needs to be fully mobilized to ensure the final realization of XX tourism image construction.

2. Price strategy

(1) Establish a reasonable tourism price system. In order to make full use of price leverage to serve the development of tourism in XX, the relevant government departments should cooperate with the member units of the Tourism Association, negotiate the price and fluctuation range of tourism projects set by enterprises themselves, and establish a reasonable price system through coordination mechanism. For state-owned eco-tourism products, the government-guided price should be the price.

(2) Strengthen price supervision. We should not only prevent dumping below the cost price, but also prevent high-priced alliances from hurting tourists, so that the price level not only reflects the value but also conforms to the market. By establishing a reasonable price system and a good market order, the development of XX eco-tourism area will be promoted.

3. Channel strategy

Change the status quo of single channel of XX eco-tourism products and implement multi-channel strategy.

(1) Join hands with influential travel agencies and transportation departments across the country to implement a win-win "stay-behind plan".

(2) Make full use of Internet resources, establish a special website of XX ecotourism in Hainan, and strengthen the overall marketing of XX ecotourism.

4. Promotion strategy

The key to the promotion strategy is to unite enterprises and the government to strengthen the promotion of eco-tourism. It is necessary to change the current fragmented situation of each business unit, implement the marketing strategy of government-led and enterprise participation, carry out planned, focused and themed publicity and promotion, form a joint force, have a clear aim, design and package the tourism products with different characteristics, and uniformly display the new image of XX eco-tourism. The specific operation method is as follows:

(1) for cultural marketing. You can use XX's unique local folk customs and strong Southeast Asian customs to hold XX Cultural Festival.

(2) Knowledge marketing. XX is rich in animal and plant resources, and its influence in the whole country can be expanded by holding some seminars or holding some public welfare activities.

(3) Joint strong travel agencies to carry out business promotion activities in major target markets.