Research on Optimization of Rural Tourism Marketing Strategies Taking Scenic Area B as an Example

บทคัดย่อ

The objectives of this study were 1) to Analyze the current marketing situation and marketing environment of the scenic area, B. 2) to Identify the problems of the marketing strategy of the scenic area, B. 3) to Propose optimization measures for the marketing strategy of the scenic area. B. This research was a quantitative study. The conceptual framework of this research was applied from 7P marketing theory, SWOT analysis, and Theory of Planned Behavior (TPB). The population consists of tourists from scenic area B in Henan Province. The samples were 400 individuals, and the sample size was determined using the Yamane formula. The research instrument was a questionnaire. Statistics used for data analysis were descriptive statistical.

This study found that: 1) Tourists generally have a positive attitude towards rural tourism, high satisfaction, and positive tourism intention. 2) Scenic Area B has problems with product, price, place, promotion, personnel, and process management. 3) The marketing strategy of Scenic Area B has the problems of a single channel, fuzzy positioning, insufficient brand promotion, and lack of interactive mechanisms. 4) The marketing strategy of Scenic Area B should be optimized in terms of product, price, place, promotion, personnel, and process management.