Research on The Optimizing Tourism Market Position of Xiaonanhai National Geopark Based on AISAS Consumer Behavior Analysis Model

摘要

With the continuous improvement of people's living standard, tourism has become a popular "product". The Xiaonanhai national geological park, located in Qianjiang, Chongqing, is praised for its beautiful landscape and "the only ancient quake lake in China that is the most intact in the world". After a lot of capital investment and personnel management, the park presents good momentum, but there is still a gap between park's development and tourist demand. Finding the correct position and existing problems for its subsequent development becomes the key point of development of the scenic spot. This paper, based on market orientation theory, using the SWOT analysis method to fully analyzes the internal resources and external conditions of Xiaonanhai geological park. This paper also collects the tourist's spatial source, key visit time as well as major tourist purpose, thus countermeasures and suggestions are put forward according to these data and factors. Based on the above analysis, we put forward the corresponding improvement measures using the AISAS consumer behavior analysis model in order to optimize the Xiaonanhai national geological park market construction and to optimize the management.