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旅游企业开展文化营销是当前时代发展之所需,也是旅游企业得到经济效益的主要环节之一。旅游企业的文化营销主要是通过文化理念之设计以提高旅游产品所具有的价值,并且满足广大消费者之需求。本文界定了文化营销的概念,阐述了旅游企业实施文化营销的积极作用,分析了旅游企业在开展文化营销中存在的主要问题,并提出了旅游企业实施文化营销的几点策略。
Tourism enterprises to carry out cultural marketing is required for the development of the current era, but also one of the main aspects of the economic benefits of tourism enterprises. Cultural marketing of tourism enterprises mainly through the design of cultural ideas to enhance the value of tourism products, and to meet the needs of consumers. This article defines the concept of cultural marketing, elaborates the active role of tourism enterprises in implementing cultural marketing, analyzes the main problems that tourism enterprises face in carrying out cultural marketing, and puts forward some strategies for implementing cultural marketing in tourism enterprises.