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China has rich tourism resources and vast territory.Not only has long history and splendid culture,but also has beautiful natural scenery.The Three Gorges is one of the most important tourist destinations,which is a key product and famous tourism brand for participating in international competition of tourism marketing.It across Chongqing and Hubei provinces, radiating in the areas of Sichuan,Guizhou and Hunan,became the typical tourist area spanning provinces.After more than three decades of reform and opening-up,Three Gorges tourism has made the significant achievement,including made a great contribution to economic and social development in Three Gorges Area,played an active part in propelling the development of western hinterland tourism and promoting regional tourism development.However,Three Gorges tourist resources are not richly utilized.Various regions are also devoted to developing the Three Gorges tourism industries.Xiaofeng Tourism Area is located in Yiling District Yichang City,closed the Three Gorges Dam,lies to the core area of Three Gorges area tourism circle.But tourism industry of Xiaofeng is far from satisfactory.That is not individual case of the Three Gorges tourism circle,conversely this situation is still relatively generally.Now global economic crisis has inevitably affected tourism industry.How to develop the Three Gorges tourism circle making full use of its visibility, influence and radiation,that is the direction needs we think about and the power needs we persistent efforts.This thesis proceeds from the inherent requirement of sustainable and comprehensive development,draw on the experience of the Three Gorges peripheral success the tourist area development pattern.Taking the Xiaofeng tourism area an example,this thesis analyzes the status quo,advantages,disadvantages and development potential of Xiaofeng tourism area under the background of Three Gorges tourism,then it proposes pertinent market expansion and promotion strategy,in order to providing theoretical basis and practical strategies for the similar tourism area changing development model.This paper is divided into seven parts,and its main content and views are mainly embodied in the following areas:Chapter one is the introduction,which introduces the background of my choice item,basic thoughts and methods of the thesis.Based on the combination quantity and quality analysis methods,the combination questionnaire survey and statistic-based method,multidisciplinary analysis method,this paper delves into the status quo of Xiaofeng tourism marketing.And then is the summary of theory study.It sums up,classifies and summarizes research documents of both home and abroad.And pays attention to the research trends and train of thought,research achievements and break through of the overseas.In this paper,methods,trend,new field and difficulties of the civil researches are followed with interest too.The spatial relations between tourism destination,tourist market and tourism marketing are the main contents in this part.Chapter two analyzes the background of Three Gorges tourism.This part explains the present condition and existing problem of Three Gorges tourist resources with Three Gorges Dam at the core;introduces Sanxia Renjia scenic spot and Chexi scenic spot which are two successful scenic spot case,then analyze the reasons of how they succeed in developing.Chapter three analyzes the status of Xiaofeng tourism marketing.Through anglicizing the status of tourist marketing in the Yichang city and Yiling district,guide the exploiture of the Xiaofeng tourist market.With questionnaires as tools,an investigation was conducted some travelers in the Xiaofeng Area Scenic Spot with a purpose in looking into consumer behavior and consumption propensity.And then analyzing and summarizing the results of the survey data.Chapter four analyzes comprehensive development conditions of Xiaofeng tourism market; investigates its market potential and development.With SWOT analysis method,this part makes a detailed analysis of the strengths,weaknesses,opportunities and threats of developing tourism industry in Xiaofeng area.According to the survey results of two potential city,Wuhan and Yichang,full consideration about the visibility,influence and radiation of Three Gorges tourism market,we could explore Xiaofeng tourism developing potentials to maximize.Chapter five studies on tourism target market positioning.This part,subdivides Xiaofeng tourist market,then study how to subdivide the choice and localization of the market.Xiaofeng tourism market,fully utilizing its geographical advantage of being located in the central area of Three Gorges area,in virtue of the influence and radiation of Three Gorges tourism,makes the market tactics with strong points,and expends market share.Chapter six analyzes Xiaofeng tourism marketing.According to the theory of tourism life cycle,theory of tourism market demand and theory of marketing mix,this part selects reasonable tourism marketing strategy based on evolvement of the Xiaofeng tourism area life cycle. Depending on traveling product strategy and price strategy,this part makes an intensive study of promotion strategy on Xiaofeng tourism marketing,which is analyzed from several directions-in promoting traveling images,increasing regional cooperation,expanding multi-layers marketing channels and carrying out E-Marketing,in order to enhancing its popularity,strengthening cooperation with other peripheral scenic areas,integrating tourist resources of Three Gorges area and achieving a better development in the tourism industry,Chapter seven is the conclusion.It gives a study conclusion to this article and analyses the creations both as the weakness.Besides,it also prospects the future study.
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