Explorsion of Current Situation and Marketing Suggestion after the Epidemic at Qionglu Scenic Area in Sichuan, China
Published: 2021-03-23
Page: 84-92
Issue: 2021 - Volume 4 [Issue 2]
Tsai-Fa (TF) Yen *
Department of Marketing and Research Center for Cooperation and Innovation of Brand Culture and Trade Service, Guangzhou College of Technology and Business, Guangdong Province, China.
Xia Lin
Department of Marketing and Research Center for Cooperation and Innovation of Brand Culture and Trade Service, Guangzhou College of Technology and Business, Guangdong Province, China.
Yu-Min Yan
Department of Tropical Agriculture and International Cooperation, National Pingtung University of Science and Technology, Taiwan, ROC.
*Author to whom correspondence should be addressed.
Abstract
A new pattern of life after COVID-19 has brought the impact to the people; therefore, revenge tourism became an important issue to scenic spot operators. This research was mainly analyzing the data, which was investigated by Qionglu scenic area’s office. As results, the data suggested that they were facing the planning of investment and organization. Moreover, marketing strategies were leading the single product, highly depending on the ticket’s revenue, lacking the marketing channels, and insufficient promotion activities. In addition, this study provides clearly marketing position, relatively complete management of scenic spots, optimize the tourism product portfolio, enhance the competitiveness of core brands, clarify the pricing strategy of products, expand the system of distribution, and optimize the promotion and strategy to managers.
Keywords: COVID-19 epidemic, lushan scenic spot in Qionghai lake, brand competitiveness, pricing strategy