SWOT Analysis of Travel Agency Management in the Context of the Implementation of the Regulations on Travel Agencies

China's business tourism market advantages

Market size increases year by year China has the world's largest number of civil servants, each year, a variety of meetings, inspections, research activities resulting from business travel to form a large market, such as per capita travel three times a year, the total annual business tourism up to 120 million people. American Express survey shows that in the past five years, China will become the world's third largest business travel market.

Business tourism market revenue stability As business tourism is oriented to business or other specific activities for the purpose, it is usually planned in advance, and the activities are repetitive. This creates the stability of business tourism. In addition, the repetition of business activities can generate a stable flow of tourists and income, without obvious seasonal and off-peak differences.

Business tourism market is lucrative The characteristics of the consumer composition of business tourism determines the proportion of which is not much out-of-pocket expenses, and business travelers incur expenses in accordance with the organization's internal regulations or business activities level standards, the price factor is not a determining factor, so compared to leisure tourism, its spending power is higher, business tourism profit margins are as high as 20% to 30%, much higher than the general leisure tourism. General leisure tourism.

China's business tourism market disadvantages

Enterprise awareness of business tourism is weak China's enterprises can not really distinguish between business and conventional tourism projects, travel agencies in their itineraries before the business tourism to design and planning, but after that it becomes a simple conventional tourism. Enterprises also think that travel agencies just do a tour guide to attractions, etc., enterprises and travel agencies have not formed a **** knowledge, the corresponding rules of the market has not been molded.

Lack of professionalism in the business tourism market Specialization is the soft underbelly of the development of business tourism in many cities in China, which is the development process of business tourism can not bypass the threshold. Experts believe that business tourism has a strong systematic, not only need to mature, professional tourism company to operate, but also need relevant policies, matching tourism resources, infrastructure construction support. At present, there is a lack of professional business tourism companies, and business tourism as a new branch of tourism, there is no fixed full-featured professional city in China to match.

China's business tourism market opportunities

Business tourism macroeconomic environment is good China's economy is growing at a high rate, which will promote the further growth of regional economic competition and collaboration, and create an inherent vitality for the expansion of the business tourism market; foreign economic and trade exchanges continue to increase, which provides a realistic need for the development of business tourism; a large number of foreign investors, reflecting the pace of China's economic integration into the world economic integration pattern. The large amount of foreign investment, reflecting the integration of China's economy into the world economic integration pattern of accelerated pace for the development of China's business tourism provides a growing space for development; China's tourism industry, the good development trend and further development requirements for the development of business tourism to produce the fundamental requirements, but also to optimize and improve the overall quality of China's tourism industry business tourism will produce the role it deserves.

Government Support In order to build a strong tourism country, China's government has been vigorously supporting the development of tourism and its related industries. The government has also made great efforts to improve transportation, communication and other infrastructure, and colleges and universities have trained a large number of tourism talents.

Broad prospects for the source market China's frequent business contacts with foreign countries, the success of the 2008 Olympic Games and the World Expo, attracting many business travelers, in the context of the development of education and science and technology, regional and national academic exchanges are increasing day by day. According to the statistics of Wanfang Data Company, there are more than one thousand national academic conferences every year, and countless regional academic conferences, so the academic market is developing very rapidly.

Challenges in China's business tourism market

Business tourism market competition has intensified more international tourism giants are rapidly entering the market in China, they are through the long-term accumulation of this field, has gained a high degree of goodwill, as foreign consulting firms in our country's success, which has an incomparable advantage of the development of China's high-end business tourism market. American Express, Rosen? Bruce and other global large professional business travel service companies have been involved; at the same time, the internationally renowned Marriott, Intercontinental and other hotel management groups have also announced its entry into China's business travel market, the domestic business tourism market competition will be more intense.

Lack of experience in domestic tourism enterprises Most of the travel agencies in China to provide its own resources under the constraints of a series of tourism products designed alone, with non-customized features, and business tourism is not only by the constraints of the travel agency's own resources, but also to provide business tourism consulting services to customers, in the customer's request to provide tailor-made tourism products, customization is the main feature of its

The traditional tourism enterprises from the concept, talent, experience are very lack of.

Enterprises and institutions of business travel expenditure control tends to tighten business travel expenditure increased sharply, enterprises increasingly need to seek to provide professional services and the widest range of travel consulting services, so that business travel to achieve high cost-effectiveness, many large enterprises have established a travel system, financial management has expanded from the private sector to the government sector, through the enterprise travel management control of finance has been the trend of the big trend.

China's travel management system has been in place for a long time.

China's business tourism market strategy

Emphasis on "personalized" demand

With the progress of society, people are more and more like to express their individuality, personalized tourism products are also becoming more and more popular. Currently in the business tourism market is also the majority of casual visitors, for business travelers with strong spending power, price is not sensitive, as well as the consumption structure is more concentrated and the demand for modern office equipment characteristics, China's travel agencies can provide a number of relatively high prices, but the service is very distinctive and personalized tourism products, for their free choice. At the same time, we should pay attention to the impact of cultural differences on business tourists, and provide business tourists with different cultural backgrounds with differentiated business tourism products and services with a local cultural flavor, in order to fully satisfy the needs of tourists, and enhance the level of China's business tourism development and hospitality from the depth.

Comprehensive involvement in corporate travel

The actual situation in the business tourism market makes the market promotion different from general tourism products. The buyer of business travel is the enterprise, and the consumer is the employee, purchase and consumption of separation, this attribute determines the deep-seated goal of business tourism market development does not lie in the booking of air tickets, booking rooms and other superficial articles, but to enter the enterprise management level, through the investigation of the enterprise's travel management policy and put forward proposals, the formulation of a reasonable plan and management process, to assist the enterprise to carry out the group purchasing and effective control of costs, act as a strategic partner and travel adviser. The key to promotion lies in the promotion of the management of the enterprise.

Cultivate accurate positioning of the characteristics of the product

Enterprises should pay attention to market positioning and product positioning, around the advantages of local tourism resources, find the local characteristics, pay attention to cultural differences, the formation of the enterprise's own characteristics of the product, tapping into the customer, and gradually formed their own customer base, improve and optimize the product, consolidate their market share. In the international business tourism market, we should focus on providing high-quality products and gradually forming a brand. The so-called high-quality products is to achieve and form a smooth service chain, the formation of a reasonable industrial group, the formation of linkage business promotion, the formation of a deep business connotation; domestic business tourism is still the development of the market, the development of a large space, we should quickly introduce advanced business concepts, take the initiative to seek customers to establish a relationship with the use of CRM (Customer Relationship Management System) implementation of the relationship between the marketing, enhance the level of operation. At the same time, vertically should avoid direct competition with counterparts in the business, analyze the characteristics of China's general business market, the government market, the academic market and other markets, combined with their own strengths, to carry out the accurate level of positioning, targeted design of marketable business tourism products.

Through joint ventures from the high-end start

Timely cultivation of China's business tourism market leader-type enterprises, through the integration of these enterprises in the business tourism market pattern, can be used in the form of joint ventures, can form a cooperation between the two sides of the complementary advantages. Large foreign travel agencies have their own mature business tourism mode of operation, specialists are also the most lack of resources for domestic tourism enterprises, which is precisely where the advantages of foreign investors. The combination of the two can establish a domestic business framework in the shortest possible time.

Cultivating professional talents

Because the domestic business tourism market started to form relatively late, but the scope of business tourism is very broad, so the ability and experience of professionals is more demanding than the traditional business. China's travel agencies in the development of business tourism market is still insufficient, a few joint venture travel agency executives are basically foreign personnel. In order to be able to occupy a place in the business tourism market, China's travel agencies should do a good job of high-end talent reserves, and at the same time should pay attention to increase publicity efforts, and gradually establish a goodwill base.

Travel marketing thirty-six

A marketing theory review

Marketing is a social process by which individuals and groups create and exchange products and values with others to obtain what they need. The key lies in figuring out the needs and desires of the target market and meeting its expectations more effectively and efficiently than competitors. (I) Importance of Tourism Marketing

The marketing concept, as a conscious business practice, is guided by certain business ideas. It is a kind of orientation, a philosophy of business marketing activities. Marketing concept is not fixed, it is generated and formed on the basis of a certain economic foundation, and with the development of social and economic development and market situation changes and development changes. The correctness or otherwise of the marketing concept of the scenic area, the success or failure of business operations, has a decisive significance, but also on the success or failure of the enterprise marketing management, the relationship is great.

For the 21st century tourism industry, the formation of a strong market competitiveness must be in the image of the power, marketing and product power to do a good job on the article, integration of resources, to create an atmosphere of careful planning, strong marketing, create demand. Should establish a long-term, two-way interactive relationship with consumers, especially in the marketing force, more flexible use of destination integrated marketing (IMC) concept, change the focus of thinking about marketing, from the 4P'S (products, prices, promotions, channels) to the 4C'S (customers,,, to establish a kind of marketing planning model from the outside to the inside.

Experience has shown that it is more realistic for attractions to spend about 10 percent of ticket revenue on marketing. More than this percentage is also necessary when new facilities are added in times of special need. (B) the five stages of tourism marketing

In the past two decades, I believe that the concept of tourism marketing can be simply divided into the following five stages, that is, from the concept of production, the concept of the product, the concept of sales promotion, the concept of marketing, the concept of social marketing, and so on, the evolution of the five stages.

In the past 20 years, China's tourism development concept has gone through four stages, namely, resource-oriented? Market-oriented? Product-oriented? Marketing-driven. The first stage is the emergence of tourism, when the commodity economy and the market concept has not yet formed, the tourism market is in a seller's market, the starting point for the development of tourism is often based on the quantity and quality of tourism resources to determine the construction of tourism areas (points) and the supporting tourism facilities and other content; the second stage is the market-oriented stage, the stage of the academic community there was a controversy, that is, the relationship between the two resources and the market in the end, and now the more consistent view is based on the market. The more consistent point of view is market-oriented, but also can not ignore the basic function of resources; the third stage, is a resource, market, product, image planning and marketing integration of the integrated stage, can be called product-oriented stage. It is from analyzing and studying the market, subdividing the market, determining the target market, targeting the market demand, there are resources to screen, process or re-create the resources, there are no resources can also be based on the market and the local economic and technical strength of the planning and creativity, and then design, production, combined into marketable tourism products, and through a variety of marketing means to the market, the core idea is that The core idea is "market-resources-products-image-market"; at the current stage, tourism workers and researchers in the integrated comprehensive development of tourism destinations (scenic spots), and imported tourism Recognition System (Tourism Identity System), pay more attention to the role of tourism image design in tourism development, focusing on constructing and perfecting the visual identification system (VIS), strengthening the marketing function of the attractions and increasing their competitiveness in the tourism market.

(1) Production Concept Orientation At the beginning of the reform and opening-up period, overseas tourists flocked to the country, and the demand for tourism exceeded the supply, and the "production concept" of "production and marketing" was popular in tourism development, i.e., "what I can produce, what I can sell". What I can produce, what I can sell". Its slogan is "what I have, what to sell", so the "sales concept" has become the main business ideas. (2) Product Concept Orientation Product Orientation believes that providing first-class products and services is the core of the management of tourism enterprises, because customers like high-quality products and services. At this stage, similar high-grade tourist spots, fast and convenient transportation, luxurious and comfortable hotels, delicious delicacies and standardized and enthusiastic services are all reflected. However, the operators often ignore the market demand and its changes. (3) Promotion Concept Orientation Promotion Orientation believes that, in addition to providing good quality products and services, tourism enterprises should also organize personnel to actively go out to market, especially since there are many choices and alternatives in scenic spots, which require active marketing. But for the supply and demand is not the right way of non-thirsty products, and even for the surplus of obsolete products, even if there is a great ability, it is difficult to market out. China's pure sightseeing tourism products in the international market to promote the effect is not good, because many places product aging, marketing is also difficult. (4) Marketing Concept Orientation With the transition from a seller's market to a buyer's market, the customer-centered marketing consciousness has impacted modern tourism. It is a philosophy of business management that emerged as a result of the challenges of the above three orientations. Marketing-oriented that the key to business management is to correctly determine the target market, the marketing concept and the concept of production reversed - what kind of products and services customers need, the enterprise to provide these products and services. The guest is God, the guest first, the guest is the food and clothing parents, the guest is always right and other marketing ideas, often seen in the tourism industry slogans. (5) social marketing concept The economic benefits of the tourism industry must be closely linked with the interests of society as a whole, the whole of mankind, for tourism development and development of resources caused by damage and environmental pollution can not be ignored, the construction of green scenic spots, green hotels, green transportation, etc., the implementation of ISO14000 environmental certification system.

(C) development trend 1, from following marketing to create marketing

From 1 979 to 1 980 years, marketing theory reintroduced in China, many companies do not know what marketing, to the extensive use of marketing principles and strategies to guide the practice of business, marketing has made great strides. After more than ten years of marketing practice, China's marketing is mainly a kind of follow marketing. Enterprises with the market behind the marketing activities, market demand has changed, marketing activities to follow the change, that is, "follow the market". Follow the market so that enterprises passively adapt to the market, often the market demand has been clear, and even the emergence of the "rush" wind, the enterprise production or sales, so that the production and sales of enterprises is always slower than the market demand half a beat. With the accelerated changes in market demand and market competition is becoming increasingly intensified, many enterprises y "follow the market" is no longer feasible, enterprises only walk in front of the market, in order to survive in the competition, that is, the enterprise "leading the market to go", by following the marketing to create marketing. Creative marketing is the people's subconscious, fuzzy, unclear needs conscious, clear, clear and realistic, and through marketing to meet, which is an active adaptation to market demand. Therefore, the creation of marketing is better according to the development of market demand trends in marketing activities, so that the enterprise production and sales and market demand to maintain a "fast half-beat" state, so as to firmly grasp the market initiative. Marketing concept that: enterprises to achieve their business development goals, the key is to correctly determine the needs and desires of the target market, and more effective than competitors, more favorable transmission of the target market is expected to meet the things. Simply put is "familiar with your market, and better to meet it", its slogan is "what consumers need, I will sell what", to provide you can sell to the product. 2, from a single marketing to integrated marketing integrated marketing communication theory, its basic meaning is "Requirement to fully understand the comprehensive communication plan used to develop a variety of means of communication to bring added value - such as general advertising, direct advertising, sales promotion and public *** relationship, and will be combined to provide good clarity, consistency of the message, so that the communication impact maximization. " Consumers' understanding of a company and its various brands comes from the synthesis of the various types of information they come into contact with (including media advertising, pricing, packaging, point-of-sale arrangements, promotional activities, after-sales service, etc.), and the purpose of integrated marketing communication is to make all of the company's marketing activities in the market for different consumers to carry out "one-to-one" communication, forming a general, integrated message. The purpose of integrated marketing communication is to make all the marketing activities of the company "one-to-one" communication to different consumers in the market, and to form a general and comprehensive impression and emotional identity. The process of establishing a relatively stable and unified impression is the process of branding, i.e., establishing brand influence and increasing brand loyalty. "When promoting the product to concentrate resources, all-round, three-dimensional packaging to push, including asking experts and the news media to do it together." "Doing the market must have patience, maybe the front investment will be much, much more, but after sticking to it, the income will be abundant and plentiful." Idea + full realization of the concept + realization of the concept of partners. 3, from "muddy" marketing to green marketing tourism was initially known as the industry of pollution, environmental protection has not attracted enough attention. In recent years, the rise of green marketing in foreign countries has attracted great attention from the business community in China, and with the implementation of China's sustainable development strategy, green marketing is being used by more and more enterprises. Green marketing is a kind of marketing aimed at protecting the environment and reducing pollution, which requires enterprises to combine market demand, environmental protection and corporate interests, in the marketing process, not only to safeguard the interests of the enterprise itself, but also to assume the social responsibility of protecting the environment. Green marketing is a complex marketing process, need to collect green information, capture green opportunities, find green demand, formulate green plans, set green prices, carry out green promotions, etc., but the core is to develop green products. Green product is a non-polluting or non-polluting product. 4, from tangible marketing to image marketing in today's fierce competition in the tourism market, image shaping has become the key to occupy the market heights of the tourist places. The immovability of tourism products, decided to rely on the dissemination of tourism products image, so that it is recognized by potential tourists, thus generating tourism motivation, and ultimately realize the travel plan. Foreign tourism research shows that the image is one of the most critical factors to attract tourists, "image" makes tourists produce a sense of pursuit, and then drive tourists to go. Image building is important for the sustainable development of tourism. Most of the successful tourist destinations have a unique and charming tourism image. Tourism developed countries to develop tourism success is to shape the overall image of tourism, tourism development to pursue a whole rather than a number of attractions as a tourist attraction to promote the market, relying on the image to attract tourists to travel. Singapore and Hong Kong is to pay attention to image shaping to make its tourism industry a successful example of constant success. Tourism image refers to the tourism destination, including its tourism activities, tourism products and services in people's minds to form a general impression. Regional tourism image planning is inspired by the CI planning and advertising industry, and the rapid development of domestic tourism (accompanied by strong market competition) and other factors, in the tourist places and tourist attractions in the traditional meaning of the understanding of the basis of the formation of a new image recognition and marketing system. 5, from the confrontation of the marketing to the cooperation of the marketing of traditional marketing concepts are always the competitors as enemies. Traditional marketing concepts always regard competitors as enemies. This concept often leads to both sides of the competition. Review of China's marketing for more than a decade, the phenomenon of confrontation marketing is quite common. Such as the same industry, the same type of products, you engage in a special sale, I also like to make; you produce a certain product, I also produce; you publicize your product is good, I said my better than you, and so on. In fact, "you die, I live" is not the only market competition "live". "* * * survival * * * glory", hand in hand to move forward is a better "living method". In recent years, some of China's scenic spots began to shift from confrontation marketing to cooperation marketing, they take the opponent as a friend, partner, in the market competition, mutual cooperation, mutual promotion, mutual improvement, *** with the development. Such as the great southwest gold tourism circle.

Second, the theory of tourism marketing

1. Tourists' psychological needs, comfortable and well-off type, new and strange type, like familiar tourist places, like off-the-beaten-path tourist places, like familiar tourist activities, like to get fresh experiences and enjoy new joy, like sunny recreation, like new and unusual tourist places, like a small amount of activities, a large amount of activities, like to travel by car to the destination, like to take a plane to the destination, like to be well-equipped. Prefers to travel by air Prefers well-equipped, family-run hotels and tourist stores Prefers only ordinary hotels, not necessarily modern hotels and stores that appeal to travelers Prefers basic arrangements, with a high degree of autonomy and flexibility Prefers a familiar atmosphere, familiar entertainment, and a low degree of exoticism Prefers meetings and conversations with people from different cultures

It is clear that a well-off person prefers to travel by car and by air. >It is clear that the well-being personality has a strong preference for predictability in his life, and his habit is to travel by car to places he is familiar with. His strongest motivation for traveling is rest and relaxation. His ideal travel is organized and pre-arranged. The novelty-seeking personality is different in that his habit is to travel by car to places unknown to others. He prefers air travel, exoticism, and new experiences to avoid uniformity. After a long period of time, the happy-go-lucky person will follow in the footsteps of the novelty-seeker and travel to the same places that the novelty-seeker has traveled.

B. Motivational: When people perceive distance, it may either prevent or motivate tourist behavior. Distance motivates people to produce tourism behavior, especially in tourism for the purpose of sightseeing. Use this principle to explain some of people's tourism behavior, such as the fact that American tourists are more likely to choose Tahiti than Hawaii for their vacation, given economic conditions. Although travelers can participate in essentially the same activities and have the same amount of fun on both islands, the fact that Tahiti is much farther away gives it greater appeal because of its distance.

Thus, the overall remoteness of the west's location relative to China's main overseas markets and high-traveling coastal regions is a negative aspect of its tourism development. But at the same time, distance creates beauty and attraction, and if transportation is improved and publicity is proper, it can instead create a good incentive effect.

Environmental factors Law 1: Choose the most famous tourist places to travel: well-known tourist places tend to have greater scarcity than less well-known ones, and the more scarcity people eliminate through tourism, the more information they get. Law 2: Choose to travel to tourist places where the natural and cultural environments are more different from the place of residence. That is, difference produces attraction, contrast is resource, difference is attraction.

Life Cycle Theory and

Stage Marginal Gain Theory

Since tourism development has a life cycle of generation, development, maturity, decline, and extinction, planning is done both to promote development and to achieve the goal of preventing the sustainable prevention of the decline of tourist places. The planning and development initiatives at each stage of the planning period have their own focus.

Phase initiatives of tourism land system planning

Phase core initiatives

Growth period Increase tourism attraction, enrich landscape structure, strengthen attractions (areas) construction

Development period Improve tourism product structure, improve the behavioral structure of tourism activities, and develop hospitality service measures

Maturity period Segmentation of the market structure, highlighting the target marketing The realization of the core measures is achieved through the inclination of the investment structure. The phased investment structure in tourism system planning has the following characteristics: (1) In the growth stage of tourism development, the marginal return of attraction construction ((Bs/(Is) is the largest, the marginal return of pending service facilities construction ((Bo/(Io) is the largest in the succeeding stage of development, and the marginal return of marketing ((Bm/(Im) is the largest in the stage of maturity; (2) with the development of attractions (districts), the investment In focusing on attractions construction (Is) and reception service facilities construction (Io) at the same time, investment gradually tilted to marketing (Im) in pursuit of marginal returns ((Bm/(Im) expanding; (3) the adjustment of the investment structure needs to be closely linked with the entire socio-economic and market.

Investment returns

Tourism sustainable development inverted "U"-shaped curve and investment process returns (according to Liu Weiqiang, Chen Chuankang)

Particularly the artificial-based landscape structure of the tourism system planning, due to its relationship with the market, the magnitude of the transformation of the center of gravity of the planning and the period of The focus of its sustainable development planning is often to improve the structure of tourism activities and market structure, so it is crucial to strengthen the design, organization and marketing of tourism activity projects.

SWOT analysis (Strengths, Weaknesses, Opportunities, Threats)

Destination Marketing (Regional Image Business Card)

Three, practical means and case study (Thirty-six Tips for Tourism Marketing)

1. Destination Marketing (City Marketing, Scenic Spot Marketing) Six-One Project

Tourism Marketing Six-One Project, a good slogan, a good guide, and a good tour guide. slogan, a good guide map, a good tourism manual, a good tourism movie, a tourism song, a good tourism logo.

2. Regional marketing:

Magical Great West, a new debut, the characteristics of the tourism base

China's secret Alxa

3. City advertising marketing

Weihai city image ads: China's first, followed by Yunnan, Shandong, Ningxia, Heilongjiang, Huangshan, etc., are doing TV image ads.

4. Slogan marketing

"The park of the world, Switzerland, Switzerland, or Switzerland", "Hawaii is the smiling archipelago, where the sun shines brightly", "Explore the life of Mahatma Gandhi " ...... In recent years, foreign travel advertisements have been all over the place and wonderful, while China is still quiet. Although there are television "please enjoy", newspapers and magazines on the introduction of attractions, traffic maps on the places of interest, but most of them are shy, containing but not revealed. As for the street outdoor tourism advertising is even more rare. In the general emphasis on the development and utilization of tourism resources at the same time, but ignored the tourism advertising to improve the visibility of the attractions of the promotional role.

Yuan Mei of the Qing Dynasty said in a poem: "The mountains and rivers should be supported by great men, and the gods are painting pictures". Scenic spots certainly rely on its own tourism resources and appropriate development, but advertising is also indispensable. In some city squares, streets, wharves, stands a huge landscape paintings, showing the mesmerizing tourist scenery. Although its subjective is to provide people with pleasure and interest, but objectively it also plays the role of outdoor advertising, so that these scenic spots more well-known, but also prompted people to produce the desire to travel. Such as Hunan's Zhangjiajie, Sichuan's Jiuzhaigou, more than two decades ago is still unknown, can be painted by the celebrity's point of view, it will be the wind and fire up. There are many places rich in tourism resources, like the Kunlun Mountains in Qinghai, despite the high quality of tourism resources, due to the lack of necessary advertising, so far still "in the bosom of the people do not know".

Currently, the tourism industry as a new economic growth point is emerging at the end of Ai, the development of tourism is inseparable from the advertising campaign. This publicity not only through radio and television, newspapers and magazines and other media widely known, but also to the streets and alleys, so that it is y rooted in people's hearts.

5. Tourism caravan

Adjustment, innovative promotional ideas, to play the advantages of expanding promotional results.

It is necessary to strengthen the caravan image promotion. Much depends on the caravan sound and colorful image promotion. Caravan promotion is a new attempt to promote, it is not only through the tourism promotional materials so that visitors from the concept of a place to recognize the tourism, but also through the site of specific and palpable artistic enjoyment from the image of the charm of the local tourism, this dynamic way of promotion is worth vigorously promoted, the form of can be more rich and varied. In addition to opera, song and dance performances, you can also organize acrobatics, puppetry, ethnic minority performances and other performances with the group. Caravan promotion should pay attention to do professionals promotion and square public promotion, the overall image of the promotion and promotion of key tourism areas, landscape and human landscape best line configuration.

Two to give full play to the role of other associations for promotion. The United States is a place where overseas Chinese and Chinese people live. Fujian, Guangdong, Shanghai and other hometown associations throughout the United States. It is a bridge to communicate between the various classes in the United States and the Chinese class. Suggested that in the future, regularly send a batch of tourism materials to the hometown associations each year, entrusted to distribute publicity.

Three to use Chinese restaurants, fast food restaurants to strengthen publicity and promotion. It is recommended to selectively send tourism promotional materials to Chinese restaurants and fast food restaurants in major cities and along highways and ask them to forward the materials on behalf of them.

Fourth, backbone tourism enterprises should be organized and encouraged to conduct regular business promotion with large and medium-sized travel wholesalers. Commissioning agents.

6. Celebrity marketing

Korean President Kim Dae-jung personally advertised for Korea after the financial turmoil. Launched Sun Yue for China-oriented Korean tourism ambassador, Yang Lan equivalent to China's Olympic tourism ambassador. Such as Guilin, Xi'an cleverly played the Clinton card, the entry ceremony. Another example is Mitterrand's Datong tour.

Celebrity inscriptions, paintings and calligraphy, creative ideas, celebrity villas, celebrity parties and so on.

7. Festival marketing

Large-scale activities to organize large-scale tourism promotional activities, is an effective way to quickly increase the visibility of the destination.

Such as the Beijing International Tourism Culture Festival, Shandong Weifang Kite Festival, Hebei Wuqiao Acrobatics Festival, Guangdong Meizhou Hakka Song Festival, Fujian Ninghua Shibi Village of the World Hakka Ancestor Festival, Zhuhai Air Show and so on. Qufu, Shandong Province, every year held the "International Confucius Tourism and Culture Festival" to promote tourism with festivals.

Now the country down every year, no less than hundreds. Now the more common problem is to do a good job of these festivals and activities of the tourism article, vigorously publicize the expansion of its impact, and more tourist sources of organization, not once a year and the form, the impact of the day drop. Grape Festival, Peach Blossom Festival and so on.

Last year, Lijiang, Yunnan Province, organized the "Seven Stars Cup International Cross-Country Challenge", which included the world's elite sports, including: cross-country running, rowing, mountain biking, mountain climbing, etc., attracted the world's attention to the international tourism image of its tourist areas is a very good publicity. In addition, the Kunming World Expo Park last year organized the "Park Orienteering International Invitational Tournament", also played a good role in publicity.

This year's tourism theme of the National Tourism Administration is "sports and fitness tour". If you can operate by the "Silk Road" tourism consortium, the annual organization of the "Silk Road" international car rally, the "Silk Road" international tourism branding is also long-term and far-reaching. The