CAJ | 학술논문

随着中国旅游业的发展，以地质遗迹保护为主题的地质公园建设在国内也得到了大力的开展。在地质公园景区开发与建设过程中，如何有效的利用旅游营销策略来充分发挥地质公园的优势，对于促进旅游业市场、带动当地经济发展及社会进步具有深远的意义。本文以当阳百宝寨省级地质公园为例，运用市场营销、管理经济学、组织形为学等知识，充分挖掘百宝寨丰富的旅游资源和深厚的文化底蕴，深入研究百宝寨旅游业发展现状，并对百宝寨旅游品牌营销进行诊断，提出符合百宝寨实际的旅游营销模式，提高百宝寨旅游品牌的知名度，促进其旅游业可持续发展。
수착중국여유업적발전，이지질유적보호위주제적지질공완건설재국내야득도료대력적개전。재지질공완경구개발여건설과정중，여하유효적이용여유영소책략래충분발휘지질공완적우세，대우촉진여유업시장、대동당지경제발전급사회진보구유심원적의의。본문이당양백보채성급지질공완위례，운용시장영소、관리경제학、조직형위학등지식，충분알굴백보채봉부적여유자원화심후적문화저온，심입연구백보채여유업발전현상，병대백보채여유품패영소진행진단，제출부합백보채실제적여유영소모식，제고백보채여유품패적지명도，촉진기여유업가지속발전。
With the development of China's tourism industry, Geological heritage protection based on geo-park rise rapidly worldwide, China has also vigorously carry out geological park construction. In the expansion process of Geo-park, it is signifi-cant to how to use effective tourism marketing Strategy to give full use of the advantage to the promotion of tourism and local economic and social development. In this paper, order Baibaozhai Provincial Geo-park as an case study, Appling knowledge of marketing management,management economics, and organization learning, the present study explores fully the abundant tourism resources and profound cultural foundation of Baibaozhai, referring the tourism development and analyze the tourism brand marketing, this paper proposes a practical tourism brand management pattern, enhance tourism brand awareness of Baibaozhai, and also promote the sustainable development of local tourism.