Scenic spot marketing to do what work

It is often said that "the scenic area is a ship, marketing is a sail". Planning is the foundation, product design is the support, daily management is the guarantee, scenic spot marketing is the key. China's tourism development for more than thirty years, the status of the scenic area gradually obvious, core. The value of the scenic area is to attract popularity and gather wealth, which requires a super attractive tourism magnetic field. In the process of building scenic spots, the scenic area is just an external big concept, the real value lies in building a tourism attraction core, and constructing a tourism magnetic field on the basis of core attraction, which is a qualified scenic spot.

The positioning and building of tourism attraction core should be based on market research data and surrounding resources research data, and at the same time, it should be oriented to the demand of mass tourism market, and strive to create market on the basis of market-oriented. Scenic area marketing should not only master the knowledge of general marketing, but also be familiar with the characteristics of the tourism market, tourists and tourism consumption. Scenic marketing should know what to sell, where to sell, to whom to sell, how to sell, and should be able to give the planning, design, and production of all aspects of the requirements. According to the above basic ideas, scenic area development, operation and marketing proposals to take the following ways and measures, in which I will focus on the scenic area marketing links:

A scenic area development

Currently China's total number of tourist attractions nearly 30,000, but the homogenization is serious, the real tourist attraction core scenic area is relatively few, plus the construction of China's scenic area in the It is said that China's tourism to go through several stages of sightseeing tours, leisure experience tours, vacation tours, but the fundamental place is still based on sightseeing tours. There are many people think that several stages of tourism development is relatively independent of each other, but it is one and the same, just like building a building, is in a center line, if the deviation will be difficult to ensure the stability and security of the later.

In the development of scenic spots, the first point to do is to master high-quality tourism resources, because resources are the foundation of tourism subsequent development, engage in tourism is not allowed to rush, sightseeing tours are not good scenic spots is not possible to make leisure and vacation tours; the second point is the scenic spot positioning, but the positioning of their own resources need to be considered environmental, market demand, the surrounding resource patterns, if you want to do high-end positioning to stand in the national or even the world to consider the height of the above. The height of the country or even the world to consider the above three elements; the third point is to do project positioning, project positioning to the scenic area positioning as the core backbone, remember not to build with the proximity of the scenic area has a competitive tourism projects of the same kind, tourism to want to develop, relying on cooperation rather than competition, the initiative to enter into the competition is nothing more than to propel themselves into a vicious circle.

Region for the king is relying on the integration of resources to "his into my", rather than the complete elimination of other counterparts, an independent, it is difficult to support the diversity of tourism needs, to create tourist destinations can only say "everyone is really good! "; The fourth point is the scenic area operation preparation, scenic area development is completed on the face of the operation problem, good operation and management is to win the market of the basic guarantee, many scenic areas have faced the temporary formation of the operation team problems: difficult to recruit, low quality, chaotic system, local relations problems. To achieve a high level of scenic area operation and smooth, it is necessary to carry out the recruitment, selection, training and other preliminary work in the construction period.

Two, scenic operation

Scenic operation is the subsequent development of the scenic area of the foundation of the security, operation and management is a scenic area of a large service concept, good service can enhance visitor satisfaction, solid scenic area of positive image of the word-of-mouth effect, which will bring the scenic area a steady flow of source market; bad service, will bring negative news of the word-of-mouth effect to accelerate the scenic area image of the fall, can lead to a serious scenic death. Seriously can lead to the scenic spot die.

The main work of the scenic area operation includes the scenic area sanitation, scenic area security, internal business management, ticketing management, visitor service center management, and local relationship processing.

(I) scenic sanitation: scenic sanitation is a scenic area to give tourists a good impression of one of the important work, most of the garbage cans around the scenic area are now customized according to the scenic environment of the ecological garbage cans, in order to facilitate the cleanup are also sleeves, scenic sanitation not only to ensure that the scenic area of the cleanliness and hygiene, but also should shoulder the protection of the scenic environment of the publicity duties, to remind tourists of civilized tourism, scenic area within the trash! To ensure that the day to day, garbage collection site as hidden as possible to cut in the scenic area outside.

(2) scenic security: security in the scenic area not only to ensure that the normal order of tourism in the scenic area, but also to assume the emergency treatment of tourists accident, the scenic area of the internal security risks of the investigation and reporting, try to ensure that the scenic area of the internal security without a dead end to ensure that the tourists travel smoothly and safely.

(3) internal business management: internal business management includes vehicle and ship operations, tourist commodities sales, etc., in this regard, to ensure that the tourists in an orderly ride, for special groups to special treatment, such as the old, young, pregnant, disabled people, as far as possible to provide convenience, which is also a scenic area of the level of service is a show that can effectively enhance the scenic area's reputation. The operation of tourism commodities to ensure that the local characteristics of the product and the commemorative value, the positioning of the stores should be set in the scenic area of the entrance and exit and the gathering area of the flow of people, and at the same time to ensure that tourists visit the process of shopping needs, set up a small store on the tourist routes.

(4) ticketing management: ticketing is a scenic spot in the management of financial importance, but also control the market is an important medium, perfect ticketing management system can not only avoid unnecessary loss of tickets brought about by economic losses, enhance the convenience of tourists to buy tickets, but also control the market channels, flexible.

(E) Visitor Service Center: Visitor Service Center is the first window of the scenic area's external services, directly affecting the tourists' first impression of the scenic area, perfect facilities and equipment not only for the scenic area to provide protection for the operation, but also enhance the satisfaction of tourists in the process of tourism. Charging, storage, medical, wheelchair, guide, information, complaints, disputes, etc. are necessary to protect the function of the visitor service center.

(F) local relationship handling: this is also the most long-lasting and thorny problem faced by many scenic spots, the main problems include the people for the benefit of destroying the scenic facilities, mobbing, pouring tickets pouring people, the local authorities for the benefit of all kinds of inspections, arrangements for the reception and so on. There is no fixed solution mode for this kind of problem, but also according to the actual situation of the local flexible solution.

Three, scenic area marketing

(a) what is marketing

Marketing is the soul of scenic area development, scenic area marketing is divided into internal marketing and external marketing two parts, internal marketing is also the scenic area operation service, high quality scenic area service level is the marketing of the foundation of the security, good internal marketing to help the scenic area of the steady development of the opposite within the marketing, if the marketing if insufficient, the more excellent external marketing scenic area death is the quicker; external marketing; external marketing, the more the scenic area death is also the quicker. The quicker the death of the scenic spot; external marketing is included in the establishment of channels, advertising and publicity, activity planning and so on. The purpose of marketing is to use all available resources to let the market know, understand, and ultimately love our products - scenic spots.

(2) how to market

Traditional scenic area marketing are in the scenic area after the official completion of the opening of the period between the start of the real marketing work, but I personally believe that the real marketing should be throughout the entire process of scenic area development, that is, in the scenic area at the outset of the development of the marketing work should begin.

The development and construction of the scenic area is for profit, profit needs to have market demand, the past development and construction of the scenic area are carried out on the basis of market research, there are many scenic areas are in accordance with the personal preferences of investors or leaders to build, so that the scenic area after a long period of construction of products to the market will be faced with a number of problems, the product does not keep up with market demand or the product is not accepted by the market. Accepted, to solve this problem can be introduced to the market in the development and construction process of the scenic area, so that not only can ensure that the scenic area of the market-oriented, but also highlights the personalized, in the process of construction has begun the specific work of self-marketing, until the scenic area is opened, the accumulation of marketing in the construction period is sufficient to give the scenic area to bring the ideal source of the customer base.

Conventional marketing is divided into online marketing and offline marketing, online marketing is the use of network resources to build online channels and publicity channels, and major tourism B2B \ B2C website cooperation is essential, from the point of view of online publicity considerations naturally, the more the better, but from the point of view of the efficiency maximization considerations, it is necessary to carefully consider the cooperation of the object, so that you can avoid a lot of waste of useless work; Offline Marketing Is to use all available resources to open up the traditional channels (travel agencies), through the market feedback to develop the most effective activities to promote the program, on the basis of learning to integrate resources, breakthroughs in the traditional to open up new tourism channels, so that no uncooperative business, and ultimately to the scenic area of direct sales system closer to get rid of the excessive dependence on various types of channels.

The advent of the self-driving tour market, so that we can not rely too much on the role of travel agency channels, but not to give up the traditional channel business, to make full use of its original resources to expand the market influence, to do to leverage the power of the work. Under the new era of scenic spot marketing is important to break through the traditional, pay attention to innovation, seize all available resources for their own use. Excellent marketing means can activate the silent market, but also can save the scenic products are dying.

In the process of scenic publicity, we are not simply publicizing the product, but should be combined with events, activities and synchronized publicity, which will reflect a vitality of the scenic area of the product, and at the same time to give the market a reason why the reason to come, constructing tourism attraction core.

(1) actively develop brand marketing

1. The connotation of brand marketing

Brand marketing refers to the enterprise through the creation of brand, the implementation of brand strategy, in order to make full use of the brand advantage, improve the competitiveness of enterprises,

to obtain the satisfactory economic benefits of marketing activities.

After the accession to the WTO, China's tourist attractions are facing a more severe test of branding.

2. Positive effect of branding

Tourism economy is both brand economy, popularity economy, and attention economy. A good brand of tourist attraction products can attract the arrival of high-level talents; high-quality brand also contributes greatly to sales; at the same time, it can accumulate intangible assets and maintain customer loyalty, forming a stable source market; easy to pull the "green light effect", which refers to the scenic area when the product can produce great comprehensive benefits, you can get government support, bank loans and other preferential measures. It means that when the product can produce great comprehensive benefits, it can obtain government support, bank loans and other preferential measures. In the competitive tourism market, the brand is the core competitiveness of the scenic area, a good brand is the intangible assets of the tourist attractions, it can set up a good image for the scenic area, to protect its market continues to expand.

(2) Experience-centered marketing design

1. The advent of experiential marketing

Experiential marketing is a brand-new marketing model driven by the experience economy. Simply put, it is a marketing activity that meets the needs of consumers to experience consumption. The definition of experiential marketing by Malenfreud is: the process of marketing activities that maximizes value for customers by fully utilizing products and services as props to meet their experiential needs. The "feeling" or "experience" of tourists will gradually become the most important demand-oriented in the future experience economy. Tourist attraction products are actually a kind of experience design, this experience includes from the intention to visit the scenic spot and travel plans, to the next visit process, and finally leave the scenic spot, as well as the journey activities, and ultimately form the overall feeling of the tourism process.

2. The way of experience design

Tourist attractions experience marketing design is the scenic area staff through the sound or image and other media for the guests to create a kind of atmosphere, a scenario, so that the guests are immersed in it, and strive to create a series of unforgettable experience for tourists. The design strategies from the experience form include: entertainment experience, regional culture experience, fashion experience and so on. In order to create a rich experience for tourists, the experience design should pay attention to the experience of thematic, positive clues to make the customer's impression of harmony, provide souvenirs with local characteristics, pay attention to the sensory stimulation of tourists, the scenic area will be customized products, to provide sensual services and so on.

(3) Event marketing

1. Popularization of event marketing

Event marketing is a way for enterprises to rapidly increase the awareness and reputation of the enterprise and its brand through the operation of public relations events, so as to achieve the purpose of "one move to become famous all over the world". The content of event marketing includes: communicating with the target audience, establishing relevant relationships, selling relevant products, and obtaining positive publicity.

2. Event-based marketing

The event marketing of tourist attractions refers to the planned planning, organizing, hosting and use of newsworthy scenic areas outside the occurrence of type and scenic areas within the planning type of events, marketing mix, the use of news public relations, positive publicity, attracting the attention and interest of actual and potential consumers of tourism in order to achieve the enrichment of scenic areas of existing tourism products, expanding product sales. Tourism products, expand product sales, increase the income of the scenic area and enhance the visibility of the scenic area and reputation of a modern marketing tools. Now printing a variety of promotional brochures have been quite exquisite, but also the Chinese shadow, paper-cutting and other folk art, as well as ancient coins, commemorative stamps, CD-ROMs combined together, very commemorative significance and "characteristics". On the basis of retaining the traditional, bold innovation, create a lot of fashion, popular things, tourism characteristics of souvenirs on the one hand can play the effect of publicity, on the other hand, also let the scenic area to earn money, but can not follow the trend, the country is now everywhere, "China Knot", there is no special features, can only be reduced to mediocrity.

The purpose of the marketing of tourist attractions is to provide information on scenic products to real or potential tourist consumers, guide consumer behavior, meet the needs of tourists, and provide feedback on customer opinions. The effect of event marketing is shaping the overall image of tourist destinations, improving the visibility of destinations and enhancing the comprehensive capacity of tourism, which has become one of the effective shortcuts to realize the marketing of tourist attractions. Tourist attractions can take advantage of the benign events in social life as a carrier for marketing, planning related tourism projects and activities to attract the attention of tourists.

(4) Integrated Marketing Communication

1. The proposal of Integrated Marketing Communication

The idea of Integrated Marketing Communication (Integrated Marketing Com2munication) originated from the strategic significance of "communication cooperation effect" put forward by many scholars since the middle of 80s in the 20th century

The idea of Integrated Marketing Communication (Integrated Marketing Com2munication) originated from the middle of 80s in the 20th century. This concept emphasizes the strategic use of communications through the evaluation of advertising, direct marketing, sales promotion and public **** relations, and the perfect integration of different messages, so as to ultimately provide a clear, consistent and most effective communications impact." . Terence, on the other hand, sees IMC

as a marketing communications process that encompasses the planning, creation, integration, and use of the various forms of marketing communications that are delivered over time to a brand's target consumer base and potential customers.

2. Integrated marketing of tourist attraction products

The tourism industry itself is a highly relevant and comprehensive industry, from the above definition of tourist attraction products can also be seen, tourist attraction products involve a number of departments, so it is necessary to promote the marketing of tourist attraction products through the introduction of integrated marketing.

The use of IMC can establish a unique image and brand for tourist attraction products and tourist attractions, convey a clear and highly acceptable concept for tourists, and make our tourist attraction products leave a deep impression in the minds of tourists.

The IMC

concept applied to the tourism industry, the core idea should be the customer relationship management of tourists, emphasizing "what tourists want" as the center, requiring different departments of tourist destinations, different personnel from different perspectives to communicate with customers with a unified voice, unified brand personality, unified customer benefit points and uniformity of the brand personality.

Tourist destinations have to communicate with customers from different perspectives with a unified voice, a unified brand personality, a unified point of interest for customers and a unified sales idea, forming a centralized brand impact, timely and systematic feedback from tourists through different channels, and then dynamically adjusting the promotional strategy.

The integrated marketing of tourist attractions relates to a number of stakeholders, and in order to carry out close and organic communication activities for these stakeholders, marketing communication managers should understand their needs and reflect them in the enterprise's business strategy, and continuously and consistently put forward appropriate countermeasures. In order to do so, we should first decide to prioritize various means and methods of communication in line with the actual situation of the enterprise, and then integrate many corporate communication activities effectively and in stages through the management process of planning, adjusting and controlling. Finally, our tourist attractions in the coordination of these means of communication, after the efficient use, began to create a well-known brand for our scenic products and attraction.

(5) Improve the quality of staff and service quality

Internally improve the quality of staff and service quality, the implementation of the "word of mouth" marketing many scenic spots are now in the training or recruitment of specialized personnel to improve the quality of scenic area services, the implementation of standardized services and humane, to achieve zero complaints, or simply free! Guided tours, so that tourists pass on ten, ten pass on a hundred, through the "word of mouth" promotion. This kind of interpersonal communication between friends and family, high degree of confidence, it is easy to recruit tourists. On the contrary, if there is a tourist care is not good, the negative publicity influence is greater, the scenic spot loss is self-evident.

(6) technology-supported network marketing

1. The meaning of network marketing

Borrowing from the concept of marketing, some scholars have defined network marketing as a social activity management process in which an individual or an organization creates, provides, and exchanges valuable products with others with the help of or through the Internet in order to satisfy their own needs and desires. Some people call network marketing for e-commerce, which is based on information technology, network technology, communication technology, high efficiency, low cost to engage in the exchange of goods as the center of a variety of business activities. The development of network technology for the expansion of marketing channels provides a great convenience, and its use in the marketing of tourism products is a novel and positive attempt.

2. Network marketing of tourist attractions

Since the opacity and asymmetry of tourist product information and the synchronization of production and consumption and other characteristics, consumer decision-making is mainly dependent on information, information technology on the tourism industry is mainly embodied in the impact of tourism supply, especially in tourist attractions, product sales system. The intervention of information technology greatly enriches the medium of choice for both supply and consumption, and at the same time improves the efficiency and accuracy of information transmission and reduces the cost of information transmission. It includes releasing and exchanging basic tourism information and tourism business information through the network, promoting tourism by electronic means, carrying out tourism pre-sale and after-sale services; inquiring and booking tourism products and making payments through the network. Tourist attractions products with the help of network marketing can save marketing costs, improve marketing efficiency;

Adapt to market changes, instant adjustment of products and prices; direct contact with customers, to eliminate counterfeit brand services; to facilitate the customer's choice and purchase; quickly provide tourists with up-to-date information, to facilitate communication.

Summary: Through the above multiple perspectives of countermeasures analysis and implementation, I believe that the marketing of tourist attractions products will appear a new change, the comprehensive benefits of tourist attractions have a greater enhancement. And then for the local residents and tourists to provide optimized value for investors to create a reasonably satisfactory return, to achieve the economic development goals of the government departments, of course, in the process of development to adhere to the concept of sustainable development, for the long-term development of tourist attractions to provide a solid guarantee.

The off-season marketing of scenic spots has two purposes: one is to increase their product buyers as much as possible in the cold sales period; the second is to reserve potential product buyers for the next sales season. In the off-season labor and material resources spent on scenic spot marketing, in the view of some enterprises and individuals is not economic, inefficient. However, with the development of the tourism industry becoming more and more perfect, this kind of anti-seasonal marketing has attracted more and more attention from the industry. With the growing maturity of travelers' psychology, the seasonal characteristics of tourism activities have gradually weakened. This development trend makes the concept of marketing of tourist attractions more and more clear, the off-season marketing of scenic spots has been more and more attention. Tourist attractions off-season marketing will become an important growth point of scenic area sales, directly affecting the scenic area of the next peak season product sales, the development of the scenic area of the potential consumer market has a positive role.

Tourist attractions off-season marketing: refers to the tourist attractions in order to fully realize the value of the scenic spot, in the lack of consumption power of the time period, adjust the seasonal preference of consumers, increase the sales of scenic spot products or for the next sales season to reserve a larger consumer market and a series of activities.

Tourist attractions to carry out off-season marketing reasons, first of all, the growing maturity of the consumer tourism psychology, tourism activities, seasonality gradually weakened. Mature consumers are willing to avoid the peak travel season. Their mature tourism psychology is also manifested in the pursuit of the real connotation of tourism, and regard tourism as a kind of relaxation of natural activities rather than a kind of show-off capital.

Secondly, off-season marketing is favorable to the marketing effect of scenic spots. Conventional tourist attractions have chosen to launch large-scale publicity and marketing in the peak season, while in the off-season to take a comprehensive tight marketing strategy. Consumers facing a variety of numerous and complicated publicity and marketing may produce hesitation, not conducive to the consumer decision-making. On the other hand, for those scenic spots that do not have the advantage of resources and location, the marketing in the peak season is easily influenced by the strong scenic spots and suffer from the "neglect effect", resulting in little marketing effect. Choosing to market in the off-season can avoid marketing competition and produce good results.

Once again, the number of tourists in the peak season is large, and the cognitive awareness of the scenic spot publicity and marketing is not strong, so it is difficult to form a loyalty to the scenic spot in the peak season. In addition, by the "blowout effect" of the peak season of tourism crowded part of a sizable number of consumers, but also the potential consumption of pioneers, if they do not pay attention to them, it is easy to cause the loss of customer source.

In addition, the major tourist attractions into the off-season, all aspects of the work is reduced, which makes the scenic area has a lot of manpower and material resources to carry out marketing planning.

The off-season marketing of scenic spots should be different from the peak season marketing, and should be analyzed according to the characteristics of consumers' off-season demand and the off-season characteristics of the scenic spots themselves. From the point of view of the characteristics of consumers' off-season demand, the consumption psychology is more rationalized. At the early stage of tourism development, the weather becomes a prerequisite for travelers to make travel decisions. Consumers in general have a preference for choosing good weather seasons to travel, in comparison, people are more willing to travel in warm spring, comfortable summer, cool autumn and other weather better time period. With the maturity of the tourism industry and people's travel psychology, some people began to see the climate as a secondary premise, the primary consideration of the freedom of travel, comfort, preferential degree, but rationally choose to travel in the off-season. One is to avoid the negative psychological impact of crowded; second, for price considerations, off-season travel is cheap; third is able to have enough time to visit and enjoy the attractions. Therefore, the scenic spot off-season marketing to meet this consumer demand, the implementation of the "price concessions, the environment generous, the project update" principle. The implementation of price concessions, specific ways are as follows:

1. Half-price tickets. The introduction of half-price tickets refers to the original tickets on the basis of a discount sale, which for consumers or travel intermediaries for the temptation is significant.

2. Value-added tickets. In the original ticket price remains unchanged on the basis of complimentary scenic areas related to the use of recreational facilities, increase attractions and extend the scenic tour route, complimentary related to the participation of the project and other ways to market.

3. Off-peak season tickets. The introduction of off-peak season package tickets means that travelers who buy tourism products in the off-season can get the opportunity to travel in the peak season discounts.

4. Bundled tickets. Refers to the scenic area of the visit, entertainment and food and beverage projects bundled together to sell, in the original ticket price unchanged on the basis of a complimentary Chinese food or a ride (such as free roller coasters, etc.).

From the off-season characteristics of tourist attractions, on the one hand, the scenic area off-season is the continuation of the peak season, this period of the scenic area shows a kind of urgent need to rest. In this stage of the scenic area marketing is to summarize the peak season scenic area of the business situation, found and rectify the problems in the scenic area products, continue to strengthen those attractive tourism products (to further expand the scale, increase the content, update the packaging of the product), the development of new products have the potential (built on the basis of the peak season sales of the market research and summary, the use of off-season relatively loose working hours to mobilize all staff) Project creativity and product development), conversion of some of the lack of vitality of the product (through the peak season sales performance assessment, for those who are not obvious sales, lack of market vitality of the product, under the principle of cost control will be converted to marketable products as far as possible).

On the other hand, the off-season of the scenic area is a period of relatively few tourists, this time period of the scenic area presents the characteristics of tranquility and relaxation. This period of time, each consumer can occupy relatively more resources. Off-season marketing of tourist attractions can use these characteristics as selling points. The slogan of "expel the trouble of crowding, increase the weight of the tour", combined with the original charm of the scenic spot, targeting a specific tourist market for marketing. Such as the elderly market, because the elderly market has its own characteristics: like quiet, slow movement. Scenic area can be organized in the off-season to host the province, the city's "senior garden party" and other activities, or conference tourism market, holding meetings need a quiet, beautiful environment, scenic areas can combine their own strengths, the development of scenic area conference products. In the off-season (or in the peak season) to take the initiative and some well-known enterprises, companies to contact, to host some large-scale meetings.

In the face of the increasingly changing marketing of tourist attractions, we need to update the marketing concepts, innovative marketing methods to improve the results of scenic area marketing. Scenic off-season marketing is an important way to pull the scenic area sales, the role of the sales in the tourist attractions is also becoming more and more obvious.

Tourist attraction marketing is an important prerequisite for the development of a local tourism industry. In the increasingly competitive market environment, if you want to make a scenic spot long-lasting, sustainable development, marketing is particularly important.

(C) why marketing

The purpose of marketing is very simple, it is to make a profit, on the basis of which to accomplish other lofty purposes.

Four, the development of the scenic area

The development of the scenic area is a kind of inevitable, a single scenic area operation will inevitably be diversified scenic area business philosophy replaced. Tourism is actually a word "play", the development of scenic spots will inevitably be around how to solve the problem of "play" and evolutionary enhancement.

Creating a more powerful tourist attraction core, refining a more diversified profit model, this is the development of scenic spots is the way to go, in order to walk this road, the need for two essential factors talent, innovation. The development of scenic spots is not to see how much money invested in the project, but to see how much money the project has earned, many good projects may cost very little, but will achieve the effect of a stone stirring up a thousand waves, the development of scenic spots rely on a big-picture mentality, the concept of continuous innovation and "create something out of nothing" wisdom.