Talking about the Marketing Strategy of Tourism Market

Talking about the Marketing Strategy of Tourism Market

Abstract: After the reform and opening up, China's economy has developed rapidly, and the people's living standards have also improved greatly. Tourism has become a good way for the people of China to relax and vacation. China's tourism industry is booming, and tourism market marketing is an important issue in the development of tourism. After studying and analyzing the current situation and existing problems of China's tourism market, this paper proposes solutions to the problem and explores the reasonable development trend of tourism market marketing.

After reform and opening-up, the economy of our country has got very fast development, the people's living standard has very great improvement too, travel and already in recreation, good way to spend holidays become the people of our country. The city of our country grows vigorously, the travel marketing is an important problem of developing the tourism industry, this text, after studying, analyzing the marketing current situation of travel of our country and existing problem, propose solving the countermeasure of the problem, has probed Into the rational development trend of the travel marketing.

[Keywords] tourism; marketing; problems; countermeasures; development trend

[Keyword] Travel; Marketing; Question; Countermeasure; Development trend

With China's reform and opening up and the deepening development of the socialist market economy, China's tourism industry in the new century has begun to move from a new economic growth point to a new pillar industry, from a world tourism country to a world tourism power. China's tourism industry is booming and prosperous. In recent years, it has made brilliant achievements. China's tourism industry has entered an era of unprecedented development. Tourism development in various places is also spectacular. Tourism companies have sprung up. They have shown their advantages, increased publicity, and attracted tourists. They have formed a fierce competition in the marketing of the tourism market. Faced with this phenomenon, research on tourism marketing. Very necessary.

I. Overview of the development of China's tourism market

Tourism is developing into one of the largest and fastest growing industries in the world. China's tourism market will be further expanded in the 21st century. The favorable conditions for its continuous development include: China's rich tourism resources are continuously developed; the structure of tourism products is constantly improving; the scale of tourism industry is expanding; the environment for developing tourism is gradually optimized. Both provide a solid guarantee for the expansion of the Chinese tourism market. Inbound tourism market: The inbound tourism market will continue to expand. Asia is China's largest source market. With the economic crisis in Southeast Asia, the economic recovery in Southeast Asia and Japan will definitely have a large development in Asia. The number of people coming to China is growing. In the Chinese international tourism market, tourists from Europe and the United States are only a global average. The potential for European and American tourism in China is obviously very large. Outbound tourism market: China's policy on outbound tourism is “moderate development”, but China's outbound tourism has developed rapidly. Since 2000, the number of people leaving the country has exceeded the number of people leaving the country for the first time. With the continuous expansion of a group of high-income people, China's outbound tourism will have a big development, and the destinations of the outbound countries will also be extended from the current Southeast Asian countries and regions and neighboring countries to developed countries in Europe and America. Domestic tourism market: In the 1990s, the number of domestic tourism trips grew at an average rate of 18.5% per year, and the travel rate of urban residents and farmers continued to rise. With the improvement of people's living standards, the increase in the proportion of discretionary income, the extension of holidays and the increase in leisure time will inevitably greatly promote the development of domestic tourism. The popularity of holiday travel is a testament to this. The experience of developing the country's tourism industry shows that after the per capita GDP reaches 1,000 US dollars, the popularity and generalization of tourism will start to develop rapidly. China is close to this threshold, indicating that the era of mass tourism in China is coming soon. According to international practice, the ratio of international tourism income to domestic income is 1:8 or 1:9, and China has only reached 1:2.35, which has great potential. China's international tourism is far from the developed countries. The number of overnight visitors is only half that of France, and the international tourism revenue is less than one-fifth of that of the United States. This shows that the development potential of China's tourism industry is huge.

Second, the meaning of tourism marketing

Tourism marketing is a process of analyzing, planning, implementing, feedback and controlling to guide tourism consumption demand and coordinate various tourism economic activities, so as to realize an economy that provides effective products and services, satisfies tourists and makes enterprises profitable. And social goals. The main body of tourism marketing is very broad, including all tourism companies and the tourism bureau managed by Juguan. Such as: tourist attractions, attractions, travel agencies, hotels and tourism and transportation departments. Marketing is a social and managerial process in which individuals and groups create and exchange products and values ​​with others to meet needs and desires. Tourism market marketing is an important link in the development of tourism and economic benefits. Studying tourism marketing will undoubtedly have special significance for the development of tourism in China.

III. Analysis of the current situation and existing problems of China's tourism market marketing

The establishment of a socialist market economic system requires that the production and operation orientation of tourism enterprises shift from planning to market. However, for most of China's tourism enterprises, there are still many problems in marketing. The main performances are as follows:

There is a problem of blind price reduction competition in marketing. Many travel agencies use price cuts as their main means of competition. Aside from the arbitrage problem, this offer is much lower than the cost. On the surface, travel agencies are still profitable after earning the difference through arbitrage. And regardless of whether the practice is illegal, if you use such a marketing strategy for long-term marketing, it will only affect the image of the tourism company's products and damage the interests of the tourism enterprises. In addition, the price reduction of foreign groups will also affect domestic tourism revenue. For example, in recent years, due to the low price of the Southeast Asian team, the number of potential tourists in the area has decreased, tourism revenue has decreased correspondingly, and tourism has developed slowly.

Tourism market marketing has neglected after-sales service problems, resulting in the loss of tourists. In modern tourism market marketing, tourism products are a whole concept that includes core products, tangible products and additional products. It not only requires the physiological and material satisfaction of the tourists, but also the psychological and spiritual satisfaction of the tourists. This requires tourism companies to treat tourists as "God" and serve them, otherwise they will be eliminated by the market. At present, most tourism companies do not have a good after-sales service system for tourism products. Many tourism companies believe that this is not necessary at all.
There is a weak legal awareness in the marketing of tourism market. Some tourism companies provide tourists with false tourism service information, bribe customers to smash the reputation of other tourism companies, and some even use other tourism companies' brands. This practice has seriously disrupted the order of the tourism market, damaged the image of tourism enterprises, and undermined the country's legal system. Both the supply and demand sides of the tourism market were unnecessarily damaged. In addition to the hotel industry, many tourism companies mostly adopt the operation mode of contract management, especially the travel agency. Many operators only ignore economic interests and ignore legalized operations. The fruitful cause caused a large number of disputes and travel complaints due to the failure to perform the travel contract. Strengthening the concept of the legal system and using the law to regulate the behavior in the marketing of the tourism market is one of the problems that Chinese tourism enterprises should pay attention to. In the long run, doing things according to law is an inevitable choice to protect the legitimate rights and interests of both tourism companies and tourism consumers. Do not ignore the laws and regulations of the country for the immediate benefit, and ultimately will only damage both sides, and will damage the external image of tourism enterprises and seriously hinder the healthy development of China's tourism industry.
There is a problem of low technology content in the marketing of tourism market. The system is not strong, and the advantages of network technology are not fully utilized in the tourism market. Lack of high quality, high quality travel marketing strategies. Without high-tech tourism marketing support, it will restrict the development trend of tourism standardization, intelligence, informationization and global integration. Many tourism companies have more manual labor in the process of operation and application, and lack of high-tech and new skills. Taking the daily business of travel agencies as an example, most of them stay on the use of telephones and faxes. Basically, no travel agencies use the Internet to assist in daily business work. Today, with the rapid development of information technology, such an operation model obviously cannot keep up with the needs of the times. of.
There are problems in the pursuit of short-term sales targets in tourism marketing. Many travel companies in China are pursuing short-term sales targets rather than long-term marketing goals. No department or tourism company has its own annual Marketing Plan at the beginning of the year, let alone near-term, medium- and long-term tourism marketing planning. They are not familiar with the subtle and complicated relationship between tourism product strategy, tourism price strategy, tourism sales channel strategy and tourism product promotion strategy. They do not choose appropriate promotion strategies and promotion carriers according to consumers' needs. The marketing strategy and marketing plan of the tourism market is still in its infancy, and it cannot be explored in depth, let alone the tourism market marketing plan control, the tourism market marketing cost control, the tourism market marketing reputation control and strategic control. Even in the planning and design of the promotion of public events and public relations activities, everyone knows that a good event or public relations activities will bring huge immediate benefits and indirect benefits in the future. More places are not well aware of the beauty of market operations, or copying the pattern of others, or "advocating" in the territory under their jurisdiction, turning the true meaning of such activities upside down, resulting in a loss of money for the people. Can not achieve the true purpose of the promotion.
There is a problem of neglecting the image of tourism in the marketing of tourism market. The issue of tourism image has become a common phenomenon in all countries. The main appeal of marketing is to refine the tourism image that fully reflects the actual characteristics and disseminate it to the target audience through effective marketing methods. However, in recent years, when China is vigorously promoting its own image characteristics, because it has not carefully analyzed the cultural context and location of tourism destinations, it cannot fully scientifically design a tourism image with distinctive characteristics and attractiveness according to market demand, so that the promotion funds are spent. Less, the number of tourists is not up, the tourism is light, the season is very different, the image slogan is similar, etc., not to mention the creation of tourism brands.

Fourth, the solution to the problem

It is necessary to establish industry associations and set price standards. All tourism companies can conduct orderly competition within the prescribed price range. For tour companies that violate price regulations, industry associations should impose corresponding sanctions. Members of the association should pay the price deposit in advance and deposit it in the industry association. When there is a problem with the company, the association will immediately deduct the company. At the same time, the association will be expelled and the members of the association will not cooperate with them.
We must actively establish a comprehensive after-sales service system for tourism products. The after-sales service system for tourism products is very important for a long-term development of tourism companies. It should include: tracking the satisfaction of tourists' after-sales service, obtaining the tourists' requirements and opinions on tourism products, and establishing a complete database for tourists from different regions, different ages and levels, so as to conduct tourism in the future. Avoid subjectivity and blindness when marketing and developing new travel products. In addition, the establishment of the after-sales service system of tourism products can also help tourism enterprises to establish a good corporate image and establish a reputational effect, laying a good foundation for the marketing of tourism service products in the future, which is also an important link in the sustainable development of tourism. .
Pay attention to legal training for tourism practitioners. In the examinations of tour guides at all levels, it is necessary to strengthen the assessment of legal knowledge, and encourage tour guides to consciously learn legal knowledge and strengthen legal awareness. In the tourism company's business activities, the tourism supervision department must strengthen inspection and supervision, and regularly go deep into the tourism market, and often work tirelessly. Employ a supervisor, micro-service inspection, timely supervision, and order the unit with the problem to rectify within a time limit, fail to meet the requirements to suspend business or revoke the business license.
We must pay attention to development, apply scientific and technological means, and promote the development of tourism. The use of advanced technology means to introduce the Internet into the tourism business, so that the company's network is connected, making information smooth, fast and convenient, and promoting the efficiency of tourism work.
Have long-term planning and development vision. Pay attention to researching the marketing strategy of the tourism market, and effectively formulate medium and long-term plans suitable for the company in response to the changing trend of the market. According to the consumer psychology of tourists, we will tap into the potential and continuously launch a series of marketing strategies with fresh ideas and economic benefits, digging new channels and increasing the profits of tourism companies.
It is necessary to regard the image as life and to promote the image of the tourism company as a work goal. It is necessary to regularly use newspapers, magazines, television, radio and other media to widely publicize travel companies and tourism service projects, attractions, products; multi-organization exhibitions, tourism image ambassadors, tourism knowledge prize contests, travel photography competitions, model performances, etc., actively stirring The tourism market will let more people know more about travel companies and tourist attractions. Guides and other travel company members should pay attention to the instrument, manners, speech, etc. in the work, and strive to make a good impression on the customers in the actual work. Adhere to the promises, do a good job, let visitors feel at home, so that the tourism market is not weak in the off-season, increase tourism income.

V. Trends in the future development of tourism market marketing

Faced with diverse travel options, the demand for comprehensive satisfaction in the travel market. Since the 1990s, one of the most prominent changes in the tourism market has been the generalized natural and human landscapes, especially the generalized natural and human landscapes that have emerged in a single form, due to the diversity of tourism possibilities. The attractiveness of the people has declined, and this trend is bound to become more apparent in the foreseeable future. The signs from the real market also indicate that more and more tourists are not only willing to choose more “unique”, more “singular” and more “new” tourist attractions, but they are particularly optimistic about those with comprehensive characteristics. Tourism destinations and tourism projects, in order to obtain multiple satisfactions of knowledge, entertainment, experience and enjoyment in a certain tourism process.

In the example of the United Kingdom and the United States, human tourism and ecotourism account for a large proportion of them, and they are considered to be the real value of future tourism development. At the same time, they especially emphasize that if they are combined, they will It can create greater appeal and create even greater wealth. They have a high evaluation of some tourism projects in China that fully consider various comprehensive factors, but they have criticized those relatively single ideas, and repeatedly stressed that comprehensive considerations are crucial for the future development of modern tourism. .

In the era of individuality, the demand for featured projects in the tourism market. From the perspective of the entire contemporary world, the relationship between leisure life and the general public is getting closer and closer. An important change corresponding to this is that the personality characteristics play an increasingly important role in the diverse choices of leisure styles. . Such as "folk tourism", "exploration tourism", sports tourism, "bicycle travel", "photography travel", "exploration travel", "driving travel", etc., which have risen quietly in recent years, are all such.

On the whole, the development of domestic tourism in the field of special tourism is still in its initial stage. It has not received enough attention from tourism operators and has not yet formed a real scale and climate. The potential in this area is very great. There are quite a few articles that can be done seriously. The key is to have sufficient understanding and attention to this market demand. It should be emphasized that the preference for characteristic items in the demand of modern tourism market is not in contradiction with the above-mentioned demand for comprehensive satisfaction. The inherent orientation between the two is in fact completely consistent.

The rise of modern culture and the demand for "natural" and "natural". In recent years, a major mistake in the rapid development of China's tourism industry has been concentrated in the blind launch of some "artificial attractions." One of the reasons why many “artificial landscapes” are facing unprecedented severe challenges is because they lack the necessary understanding of the development trend of the modern tourism market.

In fact, the choice of tourism made by more and more tourists clearly shows the preference for “natural” and “natural”. This seems to have formed a clear contrast with the fact that some metropolises used "prosperity" to form tourist attractions in the early years. We don't need to be overly surprised by this change. Because the main component of tourists is urban people, the so-called "return to nature" is a major theme in modern civilization. Therefore, the pursuit of nature and nature will inevitably become a modern tourism. A basic feature.

Taking the situation in Yunnan as an example, many tourists have reported that Yunnan has so many human resources and such rich natural resources, and its tourism development potential is great. However, many people have said frankly that in some places, they have not done well enough. For example, Butterfly Spring in Dali has too many artificial things. In a long street, there are so many people selling the same clothes, especially for tourists. Humanities tourists say that it is definitely boring. After returning, not only will not be willing to come again, but will not recommend it to others. This is an example of excessive man-made things and commercial destruction of natural attractions. On the contrary, the construction of the ancient city of Lijiang has adopted a relatively good idea, and the new plan of the ancient city is encouraging.

The demand for publicization of tourism behavior and diversified consumption levels. Tourism activities have been limited to a few leisurely classes, but in the decades after entering this century, they have gradually become the leisure behavior of many ordinary people. As a result, many modern tourists are increasingly demanding the level of consumption during their travels. An example is more illustrative of the importance of this. South Korea's tourism industry has developed rapidly in the past 30 years. In 1965, there were only 37 restaurants and 1,338 guest rooms in the country. By 1991, there were 678 restaurants and 62,505 rooms. However, in recent years, development The fastest is no longer a star-rated hotel, but an apartment-style hotel that serves different tourists, a simple and rich ethnic-style Korean-style barrier, youth hostels, low-cost hotels, onboard hotels, accounts, etc. . This multi-level accommodation structure meets the various travel needs of different grades.

We know that tourism has been developing for more than a hundred years since its inception. The various basic motives and needs that constitute modern tourists have undergone various changes, and their preferences and habits have become more complex and personalized. Therefore, if we continue to use traditional and old-fashioned tourism concepts to dominate our tourism industry, there will inevitably be some degree of mistakes, even fundamental mistakes. Compared to the evolving tourism industry, our research on the needs of the modern tourism market is generally weak. I believe that the demand for the modern tourism market, as well as the things that have changed and are changing, and the lack of sufficient analysis and research on its main development trends, will inevitably lead to many of our tourism planning and project ideas, and the market. Failure to interface, resulting in some planning far behind the real needs, especially the needs of the medium and long-term development, its related projects are of course easy to become "time-shifting" things, the medium- and long-term benefits within a longer time limit will Nothing to talk about.

The rise of tourism is an inevitable phenomenon of China's social and economic development. The development of domestic tourism can promote and promote the coordinated development of national economy-related industries, and bring about a wide range of social and economic benefits. We should seize the current development of domestic tourism. It is a good time to accelerate the market development of modern tourism from a strategically high level of domestic tourism, using modern network technology, improve market strategies, and plan and accelerate the healthy development of domestic tourism.

references:
1. Zhang Xiaohui, Wang Yi, Pei Xiaodong: “New Strategy for Tourism Marketing of the North Slope Forest Park of Qinling Mountains”, Journal of Northwest A&F University, July 2002;
2. You Yunfei: “Forest Tourism Product Development and Marketing Strategy”, Fujian Forestry Science and Technology, March 2001;
3, Mao Yong: "Northern Economic and Trade Three Gorges Chongqing Reservoir Area International Tourism Market Marketing Strategy Research", "Economic Aspects", December 2001;
4. Xu Qiling, Chen Hongju: “Tourism Development and Construction——Analysis of Marketing Strategies of China's Senior Tourism Market”, Journal of Guilin College of Tourism, Vol. 12, No. 4, 2001;
5. Li Tianyuan: "Market Positioning or Image Orientation--Positioning Issues in Marketing of Tourism Enterprises", Tourism Journal, No. 2, 2001;

Thank you