Analysis of the status of tourism FIT

According to the analysis and prediction of the authoritative department, after entering the 21st century, the proportion of tourists in China will exceed 70% and become the protagonist of the tourism market. Therefore, earnestly analyzing the causes and development of individual travel, and exploring the marketing strategy of market development has become an important research topic in the development of China's tourism industry.
1. Individual customers and the reasons for their occurrence. Individual customers intend to go to different places to travel independently. This kind of tourism often prepays a certain amount of travel expenses. Without accompanying, the number of people is less than 5, but in some places, it can also be provided in the case of tourists. Tour guide service.
Sometimes referred to as off-site personal travel, that is, travel by individuals or families on a specially developed travel plan, or by a travel agency, based on travel plans developed with travel wholesalers. In fact, because there is no clear definition of individual customers, people can define them from different angles, such as package price, team size, commission form, sales method and group location. But one thing in common is that individual travel is It has the characteristics of autonomy, flexibility and diversity, but the purchase of tourism products emphasizes “a la carte style” or “tailor-made”, tourists voluntarily combine, customize the route, “take and go”, instead of one-time payment Clear travel expenses or completely passively accept established travel items.
The development of individual travel is a product of the higher level and renewal stage of tourism, and it is also an inevitable trend of tourism development. Although due to the existence of old and weak tourists, first-time tourists and language barriers, group travel cannot disappear completely. But its size will shrink and the group model will change. In the parallel development of group travel and individual travel, the former will continue to combine the characteristics of individual customers, and make corresponding adjustments to the direction of the latter's business methods, resulting in an intermediate form between groups or individual travel to meet the needs of the market.
Third, the marketing strategy of China's individual travel market At present, there are still some problems to be solved in the development of individual travel in China: First, the returning power is tight, the traffic ticket is expected to have a long cycle, the rate of change is high, and the purchase is difficult; Second, social services The system is underdeveloped, the lack of standardized logos for scenic spots, and the health situation are worrying. Third, information and communication services need to be improved, and there is a lack of consultation systems for individual customers. Therefore, the development of China's FIT travel market must carefully analyze the characteristics of individual customers' needs, and adopt effective and targeted marketing strategies in business ideas and business policies.
Research on the FIT travel market. Due to the lack of research on the FIT travel market in China, it has caused confusion in the management and management of tourism enterprises, and it is in a relatively passive situation. At present, market research should be mentioned on the important agenda and given due attention. Through in-depth investigations on the tourism destinations, socio-economic characteristics, behavioral characteristics and flow of tourists of major customers, systematically collect information on the supply and demand of individual travel, so as to determine the status of tourism products in the market, Develop marketing strategies and goals that are consistent with objective reality.
Product Strategy. The main difference between a FIT and a group of visitors is that the group purchases a complete set of tourism products, while the FIT is an individual project that decentralizes the purchase of the product, and then combines them at will. Therefore, tourism companies should strive to design a variety of tourism products for tourists to choose, in the product structure, can take a variety of modes such as sporadic commission, self-selection, combination, custom, etc., freely combined by the individual customers according to their needs. Taking the ice and snow tourism in Heilongjiang as an example, different thematic tourism can be developed. For example, the Ice Flower Art, Ice and Snow Entertainment, Ice and Snow Culture, Ice and Snow Sports, Ice and Snow Economy and Trade, Harbin Ice and Snow Festival will be launched. The time limit for tourism gathering time is abundant, and the charm of ice and snow tourism is fully appreciated. Ice and snow can also be used to organize ice and snow tourism projects in Jingbo Lake, Taoshan Mountain and Yabuli. The ice waterfalls in Jingbo Lake and the alpine ski resorts in Taoshan and Yabuli have different meanings from the artificial ice scenes in the plains. The content of ice and snow tourism gives visitors ample choice.
Price Strategy. The traditional all-inclusive travel form, with the opening and development of the tourism market, has been increasingly challenged, especially the intuitive offer of all-inclusive travel in China is higher than the half-price travel quoted by overseas travellers. Overseas tourists have the illusion of high prices in China, which has affected the development of overseas source markets. The payment method for individual travel is “pay now, pay and enjoy zero”, and the sensitivity to price changes is higher than that of group visitors. Therefore, the development of the FIT market should mainly play a positive adjustment role of price leverage in the price strategy, and adopt a flexible pricing method. In addition, some price strategies that used to be only for the team can be transformed into the FIT market. 1. Differentiate the price difference at different times. For the individual passengers, the tourist price is low, and the floating season is implemented in the peak season. The discounts in the off-season rooms, the more continuous accommodation, the more favorable the price. The weekend ticket prices for scenic spots are higher than usual. 2. Differentiate between different spaces to implement the difference. Such as tourism hot, warm, cold points to implement different pricing. 3. Small package price group. Refers to the prepaid part of the travel expenses for tourists. The group provides the Nanxun? 痉? 窈 ≡裥 ≡裥 糜 糜 糜 K K K 罨 罨 罨 罨 罨 裰 铀 铀 铀 铀 6 6 ( ( ( ( ( ( ( ( ( ( ( ( ( ( ( ( ( ( ( ( (釒糠 耙蝗 耙蝗 i i i 鞍 鞍 鞍 鞍 鞍 鞍 鞍 鞍 鞍 鞍 鞍 鞍 鞍 鞍 鞍 鞍 ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ?? group. It means that visitors can organize tours according to the route and browsing items provided by the group, according to the designated place and date, and the expenses before the collection will be taken care of by the tourists.
Promotion strategy. To attract individual travel, it is also necessary to carry out image and specific promotion and promotion of the identified tourism projects, and to convey the tourist information to as many potential tourists as possible. First of all, we must shape and establish a clear image of the tourist destination, break through its characteristics, and occupy a favorable position in people's minds. Secondly, it is necessary to provide detailed tourism and publicity prints that meet the needs of individual customers, including travel route brochures, catalogues, guide guides, price lists, various single-page promotional materials, brochures, and other uses of envelopes, calendars, postcards, etc. Introduce tourism culture, geography, property, customs, scenery, transportation, accommodation, shopping and basic prices to help people increase their understanding, eliminate concerns, and increase their interest. Tourism prints have the advantages of pictures and texts, strong practical functions, long-term retention, information support at any time, and low cost, which plays an important role in tourism promotion. Once again, make full use of the mass media such as newspapers, television, radio stations, as well as participate in tourism fairs, roving trade fairs, do a good job in advertising, further expand the influence, increase the frequency and density of people's contact with information.
Channel strategy. The input channels of individual customers are more complicated, and the general principle should be both focused and open channels. First, the travel agency should become a consultative window for FITs, provide a variety of tourist information, and recommend flexible and diverse services. At present, we should gradually promote the practice of setting up a “divided passenger department” or “divided passenger center” in the travel agency, truly upgrading the individual customer business to the height of the main business, tracking the dynamics of the individual customer market in a timely manner, and making good information feedback to give individual customers high Quality, diversity and personalized service. Second, we should gradually establish and improve the FIT booking system, especially in the transportation, guest rooms and browsing projects, and gradually establish a computer reservation network for FIT services. Through computer networking, we can keep abreast of the reservations of various transportation departments and restaurants. Accept FIT consultation and reservation, and store information on tourism resources, and plan travel routes according to the different needs of individual customers. Third, in the transportation hubs, such as airports, terminals, stations, urban main street intersections, etc., set up prominent Chinese and foreign road signs, tour guides, signs, etc., clearly indicate the location, location and distance of each tour point, The first-time visitors "pointed to the maze." Fourth, tourism enterprise personnel should be encouraged to walk out of the enterprise door, set up a bright spot in the downtown area, set up a “tourism information center”, provide consulting assistance, purchase transportation tickets, and book rooms. Fifth, the tourist information consultation line can be opened in conditional areas.
The marketing of the individual customer market is a complex systematic project. In addition to the efforts of the tourism enterprises themselves, it also depends on the overall social environment. The reception of individual customers needs to build the overall operational mechanism of the society. Warm welcome, enthusiastic guidance and help; the environment of the tourist attractions is neat, harmonious and beautiful; the transportation and communication departments provide smooth and unobstructed access for tourists, which are an integral part of this mechanism and an indispensable combination of individual travel products. The elements require the tourism enterprises to strengthen coordination and close cooperation with relevant departments of the society to jointly create a safe, convenient, comfortable and friendly tourism giant social environment.