Tourism product marketing environment analysis

Abstract: Conduct a SWOT analysis of the four aspects of strengths, weaknesses, opportunities, and threats for the development of suburban rural tourism in Jinan City, and on this basis, propose specific strategies for the innovative development of suburban rural tourism products in Jinan City: Active development Sightseeing-type rural tourism; continuous exploration of business conference-type rural tourism, etc. Keywords: suburban rural tourism; SWOT analysis; Jinan City Jinan City’s suburban rural tourism resources are quite rich, numerous in number, and diverse in type. Among them, there are many tourism resource points that can be developed, and they have become the main component of Jinan City’s suburban tourism resources. . Jinan's suburban rural tourist destinations have gradually grown into ideal places for Jinan citizens to relax, vacation, and exercise on weekends. 1. SWOT analysis of suburban rural tourism development in Jinan City (1) Advantages 1. Suburban rural tourism resources are numerous, large-scale, rich in variety, and distinctive. The suburban areas of Jinan City have a large number of rural tourism resources, and some resources are relatively large. There are also very rich types of resources, including natural resources such as geographical landscapes, water scenery, and biological landscapes, as well as human resources such as ancient buildings, historical monuments, and folk customs. Among them, some tourism resources have distinctive characteristics, such as the Nine-Ding Pagoda. Folk Customs Park, Jinxiangshan Ski Resort, etc. 2. The average travel rate of Jinan citizens is high, and suburban rural tourism has a good basic market. According to the customer source market analysis, the target market of Jinan suburban rural tourism is mainly Jinan citizens. Therefore, Jinan City’s urbanization development level, citizens’ “ "Affluence" will directly affect the development level and scale of suburban rural tourism. Jinan City has a permanent population of nearly 3 million, and the per capita income of citizens is relatively high. In 2004, the per capita disposable income of Jinan's non-agricultural population reached 12,005 yuan, with an average annual growth rate of 9.1%, which is relatively high in the country. high level. This provides the most basic market guarantee for suburban rural tourism in Jinan City. 3. Jinan City has superior location conditions and developed internal and external transportation. Jinan City is located at the intersection of Beijing-Shanghai Railway and Jiaoji Railway. It is also the intersection of Beijing-Fuzhou Expressway, Jiqing Expressway, Jiliao Expressway, National Highway 104 and other important traffic arteries. The location conditions are very favorable; and Jinan City has built an urban traffic ring with expressways as the main framework, and internal and external transportation is very developed. Jinan City's public transportation system has gradually improved. The transportation network has been extended to major rural tourist spots in the suburbs, and tourist buses have been opened on major urban road sections, making it easier for urban tourists to enter the suburbs for rural tourism activities. (2) Disadvantages 1. The quality and characteristics of rural tourism resource development are still insufficient. At present, Jinan's suburban rural tourism developers and operators still have a superficial understanding of "rural tourism", which makes most rural tourism products It still focuses on simple rural sightseeing and "eating farm food", etc. There are few arrangements for participatory activities, and the tourism value of rural resources has not been fully utilized. This is actually a common problem in the development process of domestic rural tourism. 2. The off-peak and peak seasons are obvious, which puts great pressure on tourism reception. Since Jinan City is located in the northern region of my country, there are four distinct seasons, and the rural tourism landscape is very different in the four seasons, which makes the off-peak and peak seasons of suburban rural tourism prominent. Among them, spring and summer are the best for rural tourism. In autumn and winter, many tourist spots often experience "seasonal shortages" of products and facilities; in autumn and winter, due to poor landscape effects and low temperatures, few tourists enter. Rural tourism operators are often busy for half the year and idle for half the year, leaving many rural tourism service facilities idle for long periods of time, making it difficult to maintain a long-term balance between supply and demand. 3. Lack of professional talents and weak management capabilities. Except for several major rural tourist attractions that are scientifically managed by tourism development companies, the main body of Jinan’s suburban rural tourism development is still local rural industry households. They have been dealing with land for a long time and have not yet Getting rid of the consciousness of small farmers, lack of modern service concepts, low service awareness, and poor market development capabilities are also important factors that restrict the further improvement of the comprehensive reception level of suburban rural tourism in Jinan City.

(3) Opportunities 1. Shandong Province’s policy to build 500 “strong tourism villages” was promoted. At the Shandong Provincial Tourism Development Conference held in May 2006, the provincial tourism authorities clearly stated that during the “Eleventh Five-Year Plan” period, “we must Promote the experience of promoting counties and agriculture through tourism, strengthen the standardized management of rural tourism, continue to implement the "tourism poverty alleviation project", vigorously carry out red tourism, folk tourism, and agricultural tourism, and strive to build 30 tourism destinations during the "Eleventh Five-Year Plan" period "Strong counties, 100 strong tourism townships (towns), and 500 strong tourism villages will promote the development of rural tourism in a standardized, large-scale, and professional direction" and will provide support and encouragement in terms of policies, funds, and technology. The introduction of this targeted policy brings a rare development opportunity to the development of suburban rural tourism in Jinan City. 2. The social trend of returning to nature makes rural tourism increasingly fashionable. While urbanization brings more convenience to people’s lives and more opportunities for people’s development, it also brings many problems, such as fierce competition, High work pressure, stressful life, "urban diseases", etc., make rural tourism more and more popular among more urban tourists. Jinan's suburban countryside has beautiful landscapes and rich tourism resources, which can well satisfy Jinan citizens' desire for daily leisure and returning to the countryside. (4) Threats 1. Duplicate development, resulting in waste of resources. There are many rural tourist spots in the suburbs of Jinan City. Although the types are rich, there are still problems such as homogeneous competition and duplicate development. For example, Wohu Mountain International Ski Resort and Jinxiang Mountain Ski Resort There is such competition in the market. For various forms of rural tourist areas (spots) such as "fishing gardens" and "farmhouses", the competition is even more intense. This phenomenon must be planned, managed and guided, coordinated and balanced to avoid excessive competition. 2. The rural culture and ecological environment are relatively fragile. The rural tourist destinations in the suburbs of Jinan City are mainly located in the southern mountainous areas and eastern hilly areas, especially in the southern mountainous areas. The forest vegetation here is well preserved and the water resources are abundant. However, the ecological environment is fragile and very fragile. It is easy to be destroyed due to the large number of tourists entering; the local traditional rural culture is also facing the threat of disappearance and mutation. Therefore, the development of rural tourism here must pay full attention to the protection of traditional villages and rural environments, and must place environmental protection, especially the protection of the natural ecological environment and the cultural environment, in an important position. 2. Jinan’s suburban rural tourism product innovation and development strategy By analyzing the current situation and existing problems of Jinan’s suburban rural tourism development, and based on the resource characteristics of Jinan’s suburban rural tourism, specific rural tourism product development strategies are proposed: (1) Actively Develop sightseeing rural tourism. Sightseeing rural tourism takes industrialized agricultural gardens, specialty vegetable gardens, tree and flower planting bases, fishery and animal husbandry breeding bases, rural farmhouses, streams and lakes as tourism objects, and develops close to nature and closeness to nature. Themed tourism projects allow tourists to experience the romantic, tranquil, natural and friendly pastoral atmosphere through sightseeing and simple rural work, and satisfy the need to return to nature among the strange mountains and beautiful waters. Take Liujia Village, Zhonggong Town, Licheng District, Jinan City as an example. The village has convenient transportation. Provincial Highway 327 passes through the village. Apricot trees, peach trees, apple trees, etc. are widely planted in Baliyu south of the village, forming a large area of ​​orchards. Under the organization of the local government, the village has become an important flower viewing area for previous spring flower viewing festivals in Licheng District. During the flower viewing festival, tourists can participate in peach blossom viewing activities, thus attracting a large number of tourists from Jinan City. As for Zhijialing Village, Zhonggong Town, Licheng District, in the past, the village had poor tourism resource base and weak economic base. Later, the village invested more than 5 million yuan to build a dairy community and now raises more than 1,000 dairy cows. The village also allocated more than 30 acres of land to support the masses in developing high-tech breeding industries, encouraging villagers to develop dairy cows, laying hens, pigs, etc. Large-scale breeding provides excellent conditions for the village to develop tourism-based animal husbandry. (2) Continuously explore business conference-type rural tourism. Business conference-type rural tourism is to build accommodation, catering, entertainment and other integrated facilities in rural areas with beautiful pastoral environment to attract business tourists and conference people in the city to come for sightseeing, vacation and entertainment. Leisure, providing an ideal place for them to conduct business negotiations, conferences and trainings, etc. Take Yongquan Villa in Liubu Town, a suburb of Jinan City, as an example. The villa has an elegant and fresh environment, a superior geographical location, and extremely convenient transportation. It is adjacent to the scenic Four Gate Pagoda in the east, backed by green mountains and green waters, and bathed in sunshine all year round. The villa is named after a natural underground spring that never dries up all year round.

Yongquan Villa has complete functions and equipment. It is a comprehensive tourist destination integrating catering, entertainment, academic exchanges, business negotiations, etc. Its interior decoration is extremely elegant, with both modern architectural style and national elegance. The villa has more than 30 guest rooms, including business suites, standard rooms, and single rooms; the catering department has a snack hall that can accommodate more than 200 people for dining at the same time; there are also 3 large, medium and small conference rooms, which can hold large meetings , academic exchanges, wedding banquets, etc. [1] [2] [] [] (3) Comprehensively carry out experience-based participatory rural tourism 1. Experience farms Experience farms allow tourists to spend a period of time in the countryside with their families by building some family farms, holiday farms and other places Live life, experience leisure and relaxation, experience the hardship and joy of agricultural labor, and then come back to harvest the fruits of your labor with your family. The experience farm provides tourists with the opportunity to communicate with villagers, allowing tourists to fully experience the fun of farm life and the enthusiasm of rural residents. Therefore, this tourism product is very suitable for family tourism, urban white-collar workers and teenagers, as well as medium and long-distance cultural tourists. The activities that can be developed in the experience farm include: farmland farming, flower and grass planting, farmland irrigation, cattle and sheep grazing, agricultural product harvesting and processing, etc. This allows tourists to fully participate in and experience the labor process, go deep into rural life, and feel the beauty of labor. Enrich travel experience. Take Xiying Town in Licheng District as an example. This town is located in the southern mountainous area of ​​Jinan City. It is surrounded by mountains, has beautiful mountains and clear waters, and is very rich in tourism resources. The town is also adjacent to the three major tourist hotspots in Jinan City and has convenient transportation. Provincial Highway 327 and Gangxi Highway run through the territory. The local area is famous for its rich production of apples, chestnuts, walnuts, apricots, persimmons and other types of dried and fresh fruits. The town’s orchard area reaches 72,000 acres, with an annual output of 20 million kilograms, forming a large fruit production base in the southern mountainous area of ​​Jinan. In the future, the town can use the existing fruit planting resources to cultivate several experience-type fruit picking gardens on both sides of the main traffic roads, and develop fruit picking, fruit tree adoption and other projects. 2. Folk life experience tour Jinan's suburban folk culture is rich in content, such as production folk customs, life folk customs, social folk customs, belief folk customs, entertainment folk customs, etc., all of which are unique. This provides Jinan citizens with the opportunity to experience rural folk customs, understand folk culture, and realize spirituality. Communication provides opportunities. It can be combined with the development and production of folk handicrafts, folk festivals, and the construction of folk theme amusement parks to further develop Jinan's suburban folk life experience tourism. Take the Jiuding Pagoda Ethnic Customs Park on the outskirts of Jinan City as an example. The park integrates ethnic culture, folk customs, residential architecture, and folk art. It also holds large-scale ethnic minority performances every day such as the Miao "Shangdao Mountain and the Sea of ​​Fire" and the Wa "Hair Swinging Dance". National song and dance performances. Tourists can wear ethnic costumes, sing and dance with ethnic minority actors to celebrate ethnic minority festivals such as the "Torch Festival" and "Water Splashing Festival". They can also participate in ethnic minority wedding custom performances and experience suspension bridges, zip lines, rock climbing, swings and other attractions in person. If you are interested in entertainment projects, you can taste the snacks of various ethnic minorities in the ethnic village and buy colorful ethnic handicrafts from various places. 3. Forest Hiking Adventure Tour The mountainous area in the southern suburbs of Jinan City belongs to the remnants of Taishan Mountain. The area has dense vegetation, crisscross ravines, developed water systems, and numerous springs. Yaoxiang National Forest Park, Panlongshan Forest Park, Lashan Forest Park, etc. are also in the area. Inside. Forest hiking and adventure tourism can be designed and developed in these forest parks. Tourists go deep into mysterious natural spaces to explore and hunt for novelties. They can temporarily stay away from the hustle and bustle of the city. This is also a good way for tourists to realize their self-worth. Of course, when developing this kind of tourism product, it is necessary to plan tourist routes and build rural base camps to fully protect the safety of tourists. (4) Vigorously develop educational rural tourism 1. Rural ecological scientific research tourism The development of rural ecological scientific research tourism can increase tourists’ basic understanding of rural ecology, so that they no longer travel passively, but through more active tourism Study to further understand nature and cultivate feelings for nature. Through scientific and reasonable planning, the original rural ecological tourism resources in the suburbs of Jinan City can be used to develop geological research tours, forest science tours, bird watching tours and other tourism activities. 2. Agricultural science and technology display tourism Many agricultural science and technology demonstration projects have been established in suburban and rural areas of Jinan City, such as the Linguo Science and Technology Demonstration Park in Duozhuang Town, Zhangqiu City, the Ecological Science and Technology Demonstration Park in Shuizhai Town, Zhangqiu City, and the Rose Science and Technology Demonstration Park in Pingyin County Park, Jiyang County Taiping Town Facilities Fruit Science and Technology Demonstration Park, etc. In future project construction, its tourism functions should be gradually increased to improve tourism attraction and science education functions.

Traditional manual labor can be combined with high-tech agricultural technology displays to fully demonstrate the development results of modern agriculture while creating a natural and simple traditional agricultural landscape and a strong local flavor, so that tourists can compare the two. Advanced modern agricultural technology creates a sense of pride. (5) Guide the development of cultural tourism in ancient rural towns. There are still ancient rural towns with long history left in the suburban areas of Jinan City, among which Zhonggong Old Street in Licheng District is the representative one. Zhonggong Old Street is located more than 500 meters west of the Zhonggong Town Government. The old street was called Zhongjun Village in ancient times and is closed. There are tower-style buildings at the north and south ends. There are many narrow alleys leading to the east and west. The whole old street is winding and rugged. There are large ponds more than ten meters square dug next to the attics at the north and south ends. They look like giant dragons playing in the water, making them ideal Feng Shui treasures. In ancient times, a post station was set up here, with the north and south post roads running through it. It not only delivered official documents to the government, but also provided convenience for merchants to traffic goods. Therefore, as early as the Tang Dynasty, streets were gradually formed to carry out market trade. There are many places of interest in the old street, such as the north and south attics, mosques, white marble statues of the late soldiers, ancient residences, old street stone roads, etc. Some of them are still well preserved. While fully protecting the historic sites of the old street, we can use ancient and traditional houses to carry out ancient town cultural experience tourism that allows us to stay in farmhouses, appreciate the style of the ancient town, and understand the cultural connotation of the ancient town. Tourists can be organized to visit farmhouses, be guests at farmhouses, communicate with simple and enthusiastic villagers, and experience the simple lifestyle of ancient town residents. (6) Extensively carry out shopping-based rural tourism. Jinan City’s suburban and rural areas contain rich product resources. After many local specialties are processed and packaged, they can become tourist commodities popular among tourists. This provides opportunities for the development of shopping-based rural tourism. material basis. By studying tourists’ interests and hobbies, we can develop different types and functions of tourist souvenirs, daily necessities, local products, specialty foods, etc. for tourists to participate in purchasing activities, which can enrich tourists’ rural tourism experience. When developing shopping-based rural tourism in the suburbs of Jinan City, it is necessary to develop rural tourism products from the following aspects: (1) Local product series, including specialty fruits, seafood, crops, etc. that are abundant in various places, such as Licheng Hongyu Apricot, Pingyin Roses, Zhangqiu scallions, Longshan millet, Mingshui fragrant rice, Mingshui white lotus root, Fubai donkey hide gelatin, Lingyan green tea, etc.; (2) Tourist souvenir series, including special handicrafts, printing and publications, rural scenic spot souvenirs, and ethnic customs Souvenirs, production tool souvenirs and other types, such as Shandong embroidery, Changqing Muyu stone, black pottery, Shandong embroidery, silk flowers, dough sculptures, etc.; (3) Specialty food series. Due to the different natural environments in different rural areas, different eating habits and food series are formed. These local specialty foods are very attractive to foreign tourists and can be developed and designed as local specialty tourism products for sale. Such as Jinan's sugar pancakes, pansi cakes, crispy pots, steamed buns, oil spins, etc. These rural tourism products can be displayed in fruit picking gardens, rural craft workshops, rural markets and other places. This makes it convenient for tourists to purchase them at any time, and strives to allow tourists to personally participate in the production of certain tourist crafts. Carrying out rural tourism shopping activities not only achieves the goal of sourcing local materials and turning waste into treasures, but also highlights the participatory nature of rural experience tourism; it not only improves the utilization efficiency of rural tourism resources, reduces circulation costs, but also leaves beautiful memories for tourists. memories. (7) Focus on developing comprehensive rural tourism in qualified rural areas. Comprehensive rural tourism is to develop various rural tourism products into one, so that they can include sightseeing tours, business meetings, experience participation, popular science education, tourism shopping, etc. functions to fully meet the needs of tourists. Taking Longmen Villa in Liubu Town, Licheng District, a suburb of Jinan City, as an example, the resort has initially established a rural tourism product system that integrates farm leisure, tourism, picking and fishing, catering and entertainment, and summer vacations. There is an apricot grove in the villa, and visitors can pick and taste the brightly colored apricots. There are cucumbers, eggplants, tomatoes and other vegetables in the vegetable garden under the trees. Visitors can pick them at will, or work in the fields to try the joy of labor. Tourists can also rest in hammocks on the roadside, enjoy the coolness in the bamboo forest, drink fragrant tea soaked in mountain spring water, and eat the farmer's wife's banquet. When tourists return, they can also buy local specialty products such as pheasant eggs, mountain and river fish, mint sprouts, gray cabbage, and pepper sprouts that are pollution-free and pollution-free. Online cases are for reference only.