摘要随着全球旅游业从产品单一化向多样化的发展，乡村旅游慢慢发展成为游客的新宠。巴马是世界五大长寿乡之一，近年来巴马的乡村旅游发展迅速。巴马乡村旅游产品类型多种多样，有独特性，并且知名度较高，其乡村旅游市场开发潜力无限大。然而，巴马县乡村旅游在开发中存在诸多问题，本文首先分析巴马县乡村旅游发展的基本情况，接着用SWOT分析巴马乡村旅游发展的优势、劣势、机会以及挑战，得出巴马乡村旅游发展良好，但发展中存在问题的结论。最后，针对巴马的优势、劣势、挑战和威胁四方面问题，采取旅游产品-市场战略和旅游市场营销组合战略促进巴马乡村旅游的开发及发展。86913

毕业论文关键词：巴马；乡村旅游；旅游资源；营销战略

GuangXi Bama Development Status of Rural Tourism and Marketing Strategy

Abstract With the global tourism industry to persify from a single product development, rural tourism gradually developed into a tourist favorite。 Alabama is one of the world's five major longevity Township, in recent years, the rapid development of rural tourism in Bama。 Bama rural tourism product type perse, there are unique, and high visibility, the rural tourism market development potential is infinite。 However, Bama County, there are many problems in rural tourism development, this paper analyzes the basic situation of the development of rural tourism in Bama County, followed by a SWOT analysis of the advantages of the development of rural tourism in Bama, weaknesses, opportunities and challenges, come to rural Alabama Tourism development is good, but there is a problem in the development of conclusions。 Finally, the advantages for Bama, weaknesses, challenges and threats in four areas problems and take tourism products - marketing strategy and marketing mix strategies to promote tourism development and the development of rural tourism in Bama。

Key words:  Bama ；Rural tourism；Tourism resources; The marketing strategy

目  录

0引言 1 

1 基本理论概述 1

1。1 乡村旅游 1

1。2 SWOT分析 2

1。3 营销战略 2

2 乡村旅游的产生、特点及主要模式 3

2。1 乡村旅游的产生 3

2。2 乡村旅游的基本特点 4

2。3 乡村旅游发展的主要模式 5

3 广西巴马乡村旅游发展现状分析 6

3。1 广西巴马乡村旅游基本情况 6

3。2 广西巴马乡村旅游发展优势分析 7

3。3 广西巴马乡村旅游发展劣势分析 11

3。4 广西巴马乡村旅游发展机会分析 11

3。5 广西巴马乡村旅游发展威胁分析 12

4 广西巴马乡村旅游旅游营销战略 13

4。1广西巴马乡村旅游的旅游产品-市场战略 14

4。2 广西巴马乡村旅游的市场营销组合战略 16

结论 20

致谢 21

参考文献 22

附录 23

广西巴马乡村旅游的发展现状及营销策略研究