摘要:随着经济全球化的发展，旅游业已经成为一个大产业，在第三产业中最具活力和潜力，并成为推动经济发展的重要力量。随着旅游消费需求的变化，民族文化旅游日益成为现代旅游的热点，受到了全国各地旅游业界的关注。弘扬民族文化，展现民族地域风采的民族文化旅游已经成为旅游的重点。文化是旅游的灵魂，没有文化的旅游是没有生命力和活力的。一个国家或地区的旅游业发展若缺乏旅游文化的熏陶，缺少了自己本民族传统文化的底蕴，便失去了特色，就不能反映出本民族独有的精神内涵，也便失去了强大的吸引力。因此，深入挖掘、开发民族地区旅游资源的文化内涵，形成旅游目的地的文化特色，不失为实现民族地区旅游业更好地发展的一种有效途径。
本文设计的对象——连州市连南瑶族自治县，是广东三个少数民族自治县之一，是排瑶的世居地，国内外任何一个瑶族地区都没有像连南排瑶在一个固定地域历史如此悠久。连南瑶族自治县有着得天独厚的优势，但是却没有得到很好的开发。在此背景下，本文从瑶族文化的内核出发，对民族文化旅游进行了初步的理论描述，根据前人的文献总结出影响该县民族文化旅游发展的障碍，认为连南瑶族自治县的民族文化旅游推广是非常有必要的。本文从瑶族旅游文化的形象定位、目标市场选择、市场营销等方面着手，把瑶族的旅游文化贯穿到旅游开发中去，初步提出了连南瑶族自治县的营销方案，并提出了微电影营销、移动电子商务营销等的新型营销方式，促进连南瑶族自治县更好更快地发展。
关键词：连南瑶族自治县；民族文化旅游；瑶族文化；营销推广
Abstract:With the formation of global economic integration,Tourism has become a major industry.It is the most dynamic and potential in the third industry And became an important force in promoting economic development.With the changes in consumer demands in tourism, Cultural Tourism is increasingly becoming a hot modern tourism, it has been the concern of the tourism industry across the country . Promoting national culture and Showing national geographic style of cultural tourism has become the focus of tourism. Culture is the soul of tourism. Without culture, the tourism is not viable and vibrant. If the development of a country or region of tourism industry ,if it lack of the cultural influence and the traditional cultural heritage of their own nation , the tourism will lost its characteristics , and could not reflect the unique spiritual connotation ,of the nations. It also will lose a powerful attraction . So,digging and developing the cultural connotation of the cultural resources in ethnic mimority area and becoming the the cultural characteristics of a tourist destination will be an effective way to achieve the goal of developing the tourism .
This study target——Liannan Yao Autonomous County in Lianzhou is one of three minority autonomous county in Guangdong.It is the place for Yao to live for generations.Liannan Yao has a long history of a fixed area and no one can catch it in domestic and foreign. Liannan Yao Autonomous County has a unique advantage but not well developed. In this context, the paper is based on the theory of Yao culture, do a preliminary theoretical description of the national cultural tourism and identifying the barriers of affecting national cultural tourism development according to the previous literature .I think that promote the county’s cultural tourism is very necessary. This article begins from the image positioning , target market selection and marketing of Liannan Yao , throughout the Yao culture to the tourism development and preliminary make a marketing program of Liannan Yao Autonomous County.And I provide a new marketing methods.,for example,micro- film marketing and mobile e-commerce marketing,to promote the Liannan Yao Autonomous County in better and faster development.
Key words: Liannan Yao Autonomous County, Cultural Tourism, culture of Yao, Marketing
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