STUDY ON REGIONAL TOURISM MARKET POSITIONING——THE CASE OF XI'AN
运用STP理论，以西安13个景点1200份问卷为基础，提出面向25-44岁省外及境外高学历游客、展示周秦汉唐文化的市场定位方案。
The development of the regional tourism has entered a marketing dominated era.It has become an important subject faced by the theory and practice of regional tourism development to serve the tourism market by using the marketing principles.The process of regional tourism market positioning includes the tourist resource positioning and destination image positioning,of which the former is the foundation of the latter.This paper proposed the process of regional tourism positioning using the STP(Segmentation,Target market,Positioning) theory.On the basis of this,taking the world's famous historical cultural city,Xi'an,for example,according to the investigation of the 1 200 questionnaires of 13 sights in Xi'an,the positioning scheme was put forward through selecting proper market segmentation variables and the positioning scheme was providing the tourists,which are young and middle-aged people from 25 to 44 out of Shaanxi and from abroad with superior academic levels,with a window of experiencing the brilliant culture of Zhou,Qin,Han,Tang dynasties in China.