南京智慧旅游营销战略研究.docVIP

PAGE PAGE IV PAGE I 南京智慧旅游营销战略研究 摘 要 随着旅游业与信息技术的融合发展，智慧旅游、智慧城市的理念不断受到推崇，智慧旅游将是未来旅游业发展的新机遇。由南京市旅游统计数据可以看出，2008-2017年间，来宁游客的数量和消费总量平稳增长，但是仍存在着一些隐忧，主要表现在人均旅游消费增长乏力、宣传营销方式缺乏创新以及与苏州、杭州等同级城市相比有着一定差距。因此，为了增强南京旅游业的吸引力，提升服务水平和管理质量，制定城市实际发展需求的战略规化是十分重要的。本文以南京市为研究对象，以智慧旅游和营销战略管理相关理论为前提，首先阐述了智慧旅游的重要意义和国内外发展状况，再借助PEST分析法和SWOT分析法对目前南京旅游业的发展现状进行探讨，从而确定南京智慧旅游发展方向并设计出南京市智慧旅游的战略方案。最后，本文将提出未来南京智慧旅游战略实施的保障措施，可以为其他城市的智慧旅游建设提供参考价值。 关键词 南京市；智慧旅游；营销战略；SWOT分析 Research on Nanjing smart tourism marketing strategy Abstract With the integration and development of tourism and information technology, the concept of smart tourism and smart city has been constantly respected, and smart tourism will be a new opportunity for the development of tourism in the future. As can be seen from the tourism statistics of Nanjing, the number and total consumption of tourists to Nanjing increased steadily from 2008 to 2017. However, there are still some hidden worries, which are mainly reflected in the weak growth of per capital tourism consumption, the lack of innovation in the way of publicity and marketing, and a certain gap compared with other cities at the same level such as Suzhou and Hangzhou. Therefore, in order to enhance the attraction of Nanjing tourism and improve the service level and management quality, it is very important to formulate the strategic planning of the actual development needs of the city. This paper takes city as the research object, the wisdom tourism and related marketing strategy management theory as the premise, first elaborated the significance of the wisdom of tourism and development situation at home and abroad, and then, using PEST analysis and SWOT analysis of Nanjing tourism development of internal and external environmental analysis, to determine the Nanjing tourism development direction and design of Nanjing wisdom tourism strategy. Finally, this paper will put forward the safeguard measures for the implementation of Nanjings smart tourism strategy in the future,