Rural tourism marketing concept

In recent years, rural tourism has gradually become an important part of tourism. However, in the face of the trend of constantly updated tourist market demand, increasingly diversified choices and the influence of off-season, new problems are constantly emerging in the development of rural tourism. This paper analyzes the present situation of rural tourism marketing, focusing on the innovation of rural tourism marketing. Rural tourism in the modern sense in China rose in the 1980s, with outings and outings organized by units, collectives and individuals as the mainstay. The typical rural tourism in Chinese mainland is mainly represented by suburban farmhouses, folk villages, ethnic villages in Guizhou and Yunnan, fishermen's music in coastal areas and islands, and rural customs in summer. At present, although rural tourism has developed rapidly, there are still many problems to be solved urgently.

I. Marketing Status of Rural Tourism in China Although rural tourism has developed rapidly in China, faced with the trend of constantly updating tourists' market demand, increasingly diversified choices and the influence of off-season, rural tourism has constantly generated new problems in the development process, mainly in the following aspects. First, the popularization rate of marketing concept is poor, the channels are few and the methods are simple. The marketing concept of rural tourist attractions has not yet been fully formed, most of them are still in the promotion stage, and some villages are even in the sales stage. The first reason is that many operators of rural tourism in Chinese mainland are individual farmers, and knowing how to sell is a great progress in their ideological emancipation; Secondly, in some rural areas, with the promotion of government departments and the demonstration of foreign operators (cities or coastal developed areas), it is also a great progress for farmers to engage in rural tourism promotion. Second, use low-priced products to penetrate the price. Compared with scenic spots, China's rural tourism is in a weak position in terms of popularity and financial strength. At present, rural tourism in China is mostly in the suburbs of cities or near scenic spots, and its tourists are mainly leisure tourists on weekends and holidays in cities, with a large proportion of family trips. The main form of travel is individual travel, which has great demand elasticity and strong price sensitivity. Therefore, the price is mainly low and the strategy of slow penetration is adopted.

Third, there is a lack of regional rural tourism market planning and overall marketing strategy. At present, the domestic government attaches great importance to rural tourism activities, but it is easy to lead to a stampede, lack of regional market planning, farmers and operators do not understand and attach importance to market capacity, redundant construction, blind construction, and poor operating efficiency of natural rural tourism. Due to the lack of planning, the operators are fighting on their own, and the overall marketing force of regional rural tourism cannot be formed, and there is no strong marketing strategy.

Second, rural tourism marketing innovation First of all, local government functional departments should actively play a leading and promoting role. Judging from the history of rural tourism development at home and abroad, it is the basic way to promote the development of rural tourism to develop first, then standardize and give play to the leading role of government intervention. For the marketing of rural tourism, the first strategy is to suggest strengthening government leadership, giving full play to the organization, planning, coordination, publicity and promotion functions of government departments such as tourism and agriculture, guiding and leading rural tourism operators to actively carry out marketing work in peak season, striving to attract tourists and extending the reception service time of rural tourism activities in peak season as much as possible.