SDCA Asia-Pacific Multidisciplinary Research Journal

Abstract

Marketing economy has become the pillar of economic development following the agricultural, industrial, and service economies. Marketing and tourism have a natural and inseparable relationship. The essence of tourism is the free marketing of body and mind in different places. With the advent of the marketing economy era, marketing has become a new vision of tourism product development, which promotes the development of tourism products to a deeper dimension. The core of tourism products has evolved into providing marketing to tourists, and the focus of tourism competition has gradually shifted from price to marketing value competition. This paper selects the famous Taoist mountain in China and Wudang Mountain Scenic Area, a world cultural heritage site, as the research case, and conducts an in-depth study on the tourism development conditions of Wudang Mountain from three aspects: the occurrence of natural and human resources, the location conditions, and the general situation of tourism management and development. Based on the analysis, it finds out that there are single products, lack of cultural connotation, and outdated infrastructure. Aiming at the current situation and problems existing in the development of Wudang Mountain, this paper puts forward practical product development countermeasures from the perspective of marketing from six aspects: shaping the image, building a complex tourism product system with profound cultural connotation, designing tourism marketing projects, optimizing service marketing, improving the destination marketing, and building a world cultural heritage tourism product development guarantee system.

Keywords: Tourism marketing; Tourism products; In-depth development; Wudang Mountain.

To cite this article:

Sun, W., & Matamis, J. G. (2024). Analysis of marketing strategy for tourism development: A case of Wudang Mountain’s tourism. SDCA Asia-Pacific Multidisciplinary Research Journal, 6(1), 65-73. doi: 10.5281/zenodo.14614245