A STUDY ON THE INNOVATION OF MARKETING STRATEGIES FOR WUZHEN AS AN ECOTOURISM DESTINATION UNDER THE CONCEPT OF SUSTAINABLE DEVELOPMENT

In this research, Wuzhen is used as an ecological tourism destination to discuss the innovative marketing strategies within the framework of the sustainable development concepts. Jiangnan region water towns represent one of the pillars of developing the ecological tourism in China. Using Wuzhen as a case in point, the area has achieved a lot in developing and conserving ecological tourism in the recent years. Today, the transformation of Wuzhen does not only offer a new case where the highly successful commercial mass tourism destination can be rebranded into an ecological tourism brand, but it also exposes new markets to Wuzhen thus having long-term growth. Under the notion of sustainable development, the given study suggests innovative and effective marketing plans which could be used to facilitate the competitive interests of the market and contribute to the long-term evolution of the ecological protection. It is recommended that Wuzhen can push the systemic reforms in various aspects including brand building, the application of digital marketing, the development of immersive tourism project, the promotion of the involvement of the local community, and the green practice, finally as a whole coordinated advance into economic, social, and ecological gains. The theoretical references and practical guidance in marketing practices of such ecological tourism destinations similar to the ancient cities could be determined with references to the research results of this paper.