Research on the Cultural Marketing Strategies in Tourism

摘要：

　　In the development of tourism,the operator can increase the added-value of tourism product via cultural creativity and gain market exchange successfully by satisfying the cultural demands of tourist.On the basis of the interpretation of the definition and characteristics of cultural marketing,the author analyses successful cases of cultural marketing and points out the cultural marketing strategies including: demand-oriented cultural resources exploitation;competition-oriented brand culture positioning;self-oriented marketing mix.

关键词： Cultural marketing strategy tourism cultural creativity

作者: Wang Lin Tang Yuanyuan

作者单位: Tourism college, Hainan University, Haikou, China

会议类型: 国际会议

会议名称: The 3rd International Conference on Tourism between China-Spain(第三届中西旅游大会)

会议地点: 广州

会议语种:英文

页码: 1-12

在线出版日期: 2012-12-01（万方平台首次上网日期，不代表论文的发表时间）