Off-Season Marketing Strategies of Tourist Attractions: A Case Study of Sichuan Province

Abstract

With the accelerated development of China’s economy, tourism has emerged as a crucial component of household consumption and a key driver of regional growth. Nevertheless, the tourism industry in Sichuan Province demonstrates pronounced seasonal imbalances: attractions are overcrowded during peak periods yet underutilized in the off-season. The insufficient development of off-season tourism products and limited marketing efforts have resulted in significant resource idleness and revenue fluctuations. Drawing upon a review of relevant literature and an examination of the current circumstances of Sichuan’s tourism sector, this study identifies the primary challenges of off-season operation and proposes targeted strategies, including cost control, policy intervention, relationship marketing, and product diversification. The findings aim to contribute to the optimization of off-season tourism management and the sustainable development of the sector.