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进入21世纪,随着中国社会物质生活水平不断提高,人们正在追求精神上的更高层次的消费需求。旅游作为高层次消费需求之一,已成为人们日常生活中的重要组成部分,红色旅游是其中一大特色。为了充分发挥陕西红色旅游的巨大作用,履行时代赋予陕西的这一神圣使命,本文从旅游市场营销管理学的视角,运用旅游市场目标定位和4Ps原理,对陕西红色旅游开发进行研究。
In the 21st century, with the continuous improvement of the material life of Chinese society, people are pursuing a higher level of spiritual consumer demand. As one of the high-level consumer demand, tourism has become an important part of people’s daily life. Red tourism is one of the major features. In order to give full play to the great role of red tourism in Shaanxi and fulfill the sacred mission entrusted to Shaanxi by the times, this paper studies the development of red tourism in Shaanxi from the perspective of tourism marketing management, using the target of tourism market and 4Ps principle.