Yi Ethnic Group's Cigarette Box Dance Culture Marketing in Yunnan Rural Tourism

Abstract

Rich Yi ethnic group's Cigarette Box Dance culture has becoming the unique tourism attraction in Yangwu Town of Southwest China’s Yunnan province. Based on the experience marketing theory, this case study analyzed the marketing strategies of rural tourism in Yangwu Town. The results demonstrated the key marketing factors as follows should be improved: unbalanced township recourses allocation among the stakeholders, diverse demands from various tourists, gap between tourism sector and local economic development, event marketing such as "Special Folk-flavored Catering" in Yangwu Town. The findings also unveil the Core stakeholders’ interaction and integrated rural development are playing crucial roles in promoting rural tourism.