农民旅游市场定位与营销策略研究——以邯郸市为例

针对旅游规划与开发中对农民旅游者市场地位的忽略与漠视,采用市场调查法和访谈法,分析了邯郸农村居民的旅游需求和出游特征。结果显示:邯郸农民旅游者以中青年为主,出游目的主要为城市观光、商务旅游、宗教朝觐等,出游时间比较分散,出行方式以自助为主,对旅游产品价格敏感,旅游信息获取渠道狭窄,外出旅游存在一些困难。提出邯郸农民旅游市场拓展应将重点放在都市观光购物、农业科技演示学习、生态文明村参观、宗教旅游等产品的设计与开发上;认为邯郸市农民是最主要的目标人群,开发重点应放在中年人市场和中等收入阶层;最后提出了农民旅游市场开发在产品、宣传、价格、服务4个方面的营销策略。

Study on the Market Positioning and Marketing Strategy of the Peasant Tourism

The market positioning and marketing strategy of the peasant tourism were explored based on the omits of the peasant tourist in tourism planning.The methods of market inquiry and topic talking were used to analyze the demands and characteristics of the peasant tourism.The young and middle age tourists were an main proportion of Handan's peasant tourists.The main touring places were urban sightseeing,business,religion,etc;the time was comparatively decentralized;self-help manner was the main tour way;and the peasant's consume power was very limited.They were sensitive to price and had narrow channel for information.The products of urban sightseeing and shopping,demonstration of agri-science and technology,the visiting of eco-village and religion tourism should be the main types in the market.The Handan's peasant should be the prior origins spatially and the group of middle age and middle incomes should be put the emphases on.The marketing strategy including of product,propaganda,price,service,was put forward.