STUDY ON THE DEVELOPMENT COUNTERMEASURE OF ECO-TOURISM MARKET OF MOUNTAIN HENG BASED ON A SURVEY
通过问卷调查数据分析，提出衡山生态旅游应精准定位市场、打造长寿文化品牌、开发特色线路、多渠道营销并完善基础设施，以实现可持续发展。
The Southern Mountain(Mount Heng),which is rich in natural and cultural tourism resources,has always enjoyed a good reputation of Longevity Mountain of China.It has a long history on the culture of longevity and now its particular status has been settled.It is the uniquely beautiful one of the Five Sacred Mountains as well as a holy Place where Buddism,Taoism and Confucianism coexist.Through counting and analysing the data of the survey sample about the eco-tourism martket of the Southern Mountain(Mount Heng),this paper suggets that in the administration of the Southern Mountain(Mount Heng) the market of eco-tourism should be positioned accurately.This paper also proposes to creat cultural brand of Longevity Mountain of China,explore highlight routes of eco-tourism,and contruct multidimensional marketing channels and means to improve the eco-tourism infrastructure and services in the the perspective of eco-tourism.It is expected that with these measures the sustainable development of eco-tourism of the southern Mountain will be achieved.