Research on the Optimization of the Marketing Strategy for the Danxia Mountain Scenic Spot in Guangdong Province

Abstract

Danxia Mountain scenic area is a famous world natural heritage site and national 5A tourist attraction in China. It is renowned for its unique Danxia landform and rich biodiversity, and it has high ecological, scientific research, and tourism value. In recent years, the upgrading of consumption, the promotion of personalized and in-depth tourism, and the wide application of digital technology in culture and tourism have presented many challenges to the current marketing strategy of scenic spots. Based on the 7P marketing mix theory, this paper systematically analyzes the marketing strategy of the Danxia Mountain scenic area in seven dimensions: product, price, channel, promotion, personnel, tangible display, and service process. The analysis reveals several issues, including a limited product selection and a significant tendency toward homogenization. There is insufficient diversity in online and offline marketing channels, a lack of emotional resonance and international vision in promotional content, an imperfect professional talent echelon, traditional and interactive tangible displays, and an unbalanced service process system. These issues make it difficult to fully meet the needs of different customer groups. Based on this analysis, and considering the characteristics of the scenic spot’s resources and the tourism market’s trends, the paper offers targeted optimization suggestions. These include innovating experience projects, expanding marketing channels, strengthening talent cultivation, enriching tangible displays, and improving the service system. The aim is to enhance the market competitiveness and tourist satisfaction of scenic spots, promote the integration of culture and tourism while protecting natural heritage, and provide a reference for optimizing the marketing strategies of similar natural heritage sites.