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近年来,我国丝路文化遗产受到国内各界乃至国际上的广泛关注,丝路文化旅游热潮迅速升温。本文针对丝路西安区域的具体营销对策,从两个方面给出建议。一方面,西安市应当致力于打造西安“丝路起点”的旅游品牌形象,利用各种有利因素、屏蔽各种不利因素。另一方面,应以目前的观光产品作为基础和先导,逐步建立完善以观光旅游为主,非观光产品相配套的复合型优质产品体系。在产品结构方面寻求创新,实现西安丝路旅游产业向整体化、品牌化和国际化的跨越,从而助推西安旅游业的发展进程。
In recent years, the Silk Road Cultural Heritage in our country has drawn extensive attention from all walks of life in China as well as internationally, and the Silk Road cultural tourism boom has rapidly risen. This article aims at the specific marketing strategy of Silk Road in Xi’an area, and gives suggestions from two aspects. On the one hand, Xi’an City should devote itself to building a tourist brand image of Xi’an from the starting point of Silk Road and use various favorable factors to shield various unfavorable factors. On the other hand, the current sightseeing products should be taken as the basis and precursor to gradually establish and perfect a composite high quality product system that is mainly supported by sightseeing and tourism and non-sightseeing products. Seeking for innovation in the product structure to achieve Xi’an Silk Road tourism industry to the integration, branding and international leap forward, so as to boost the development of tourism in Xi’an.