Essay about An Introduction to Tourism Marketing

With the vigorous development of tourism in China, tourism planning, as an important guide for the development of tourist places and tourism industry, has also developed greatly. In this regard, the following is a summary of the relevant content of the paper on tourism marketing, welcome to refer to.

On the shallow talk about tourism marketing thesis a

Tourism consumer behavior refers to its access, use, disposal of tourism goods or services to take a variety of actions, including the decision-making process that precedes and determines these actions. Through the correlation analysis of the data it was found that correlation rules are most mined in the analysis of consumer behavior, because it is necessary to link the characteristics of tourism commodities and Internet users through a specific method to discover the factors that can influence each other. Through the laws and preferences of network users on the Internet, a kind of user's use habits or consumption habits and network habits are correlated and analyzed, so as to divide the users, and then provide suitable tourism commodities or services to this user group, stimulate the potential needs of users, and prompt them to consume, which is more in line with the ? Consumer-centered? The idea is to make it more consumer-centered.

As social network relationships become increasingly dynamic and multi-connected, not only do consumers optimize their purchasing decisions with the help of social networks established by other consumers, but companies also use the networks established with their customers to promote product innovation, strengthen supply chain management, and improve marketing effectiveness. In addition to the relevance of the relationship between the creator nodes, the user-created information itself also has relevance to each other. Therefore, analyzing the interactive influence relationship between producers and users of user-created information as well as enterprises and their customers in the multiple correlation network, exploring the influence mechanism of user-created information on enterprise performance and user behavior under the multiple relationship, and analyzing the competitive effect of user-created content from different sources on consumer decision-making will be of great value to both management science and management practice. Under the big data environment, how to combine the enterprise's market data with accounting, financial and capital market data, and establish the correlation and causality between market performance and the company's financial performance are of great significance to how the enterprise optimally arranges its marketing investment and strategy.

In the travel industry as a whole, travel user behavior is fragmented, and there is no single platform that can cover all systems. How to be able to capture or acquire new users in the complex, rapidly changing network environment, first of all, we must understand the user's network behavior, who the user is, what is the behavior, the online network way and the real way will be very different, then the understanding of network behavior must be based on the network point of view. Secondly based on what principles, what judgment in order to catch new users to advertise, are to be considered.

The rapid popularization of the Internet provides a new marketing platform for tourism enterprises. In this new marketing platform, the behavior of tourism consumers will be divided into eight different stages. They are the thinking stage, the planning stage, searching and looking for information about the destination, and then doing the booking, and then they will go to the destination to do the tour, and on the way there will be booking the car, and after that there will be reviews and sharing. This is the whole complex process. What you see is that the whole user from thinking to the completion of the trip went through a very complex process, there are so many media and platforms are accessible to all travel companies, will find a problem, is in such a complex environment, how to catch the target customer, and must be in the case of only a limited budget.

Recently the fire of the classic case of big data marketing is no more than the U.S. drama "House of Cards" produced by Netflix. 27 million subscribers in the United States, Netflix users generate 30 million behaviors on Netflix every day, subscribers will also give 4 million ratings every day, and there will also be 3 million search requests. data analysis, it found that those who enjoyed watching the old BBC version of House of Cards also enjoyed TV series directed by David Fincher or starring Kevin Spacey, and decided to remake it.In early 2011, with no network willing to commit to a first-season pitch, Netflix bought the rights to the 26 episodes of the two seasons outright for $100 million, and the crew The cast waited another 10 months to bring in Kevin Spacey. The result was a miraculous breakout hit for House of Cards.

The success of House of Cards is seen as a result of Netflix's massive accumulation and analysis of user data. The producer Netflix has predicted in advance that House of Cards would inevitably be popular in the market by analyzing the behavior of millions of users in choosing directors and actors.

Looking back from the TV drama market to the travel market. Travel e-commerce sites, travel microblogging, video sites, social networking sites, etc. generate hundreds of millions of dollars of data every day. This includes the number of logins, online time, keyword searches, browsing preferences, and other online features of online travel booking sites, which can be used to tap into customers' interests and preferences, their consumption tendencies and the distribution of consumer groups, as well as other customer needs based on their online consumption behaviors, so as to adopt the corresponding marketing model. Based on the big data strategy and advertising technology, the cross-channel promotion program can be utilized to effectively capture the users.

The era of big data has changed people's way of thinking, and the problem of understanding has developed from the previous causal theory to quantitative theory. The proof of a phenomenon is the analysis of the whole big data, using all samples instead of random samples. Through the collection of tourism information, data analysis of all tourists' tour paths, consumption behavior, attraction choices, hotspots of concern, interests, etc., the development trend of the industry is previewed, the management, service, and marketing level of tourist attractions is evaluated, and the development strategy of tourism enterprises is examined, so as to discover new management models, business models, and marketing models. The arrival of the big data era brings us new opportunities and challenges.

The second part of the paper on tourism marketing

First, the general situation of the tourism market in Henan Province

Henan Province is rich in tourism resources, but in general such resources have not been fully utilized, resulting in the development of the tourism industry in Henan Province is still slow and lagging behind. It is mainly manifested in the following aspects:

(a) The economic benefits of tourism in Henan Province are relatively poor

In 2010, Henan Province*** received 258 million domestic and overseas tourists, and the tourism revenue exceeded 200 billion yuan, amounting to 229.4 billion yuan, and the number of tourists received and the comprehensive income ranked the 6th and 8th respectively in the country, and ranked first in the central region. From the comparison of the number of domestic tourists and domestic tourism revenue in the tourist areas of Henan Province accounted for the proportion of the province, the regional tourism consumption level is not high. It can be seen that the level of development of tourism in the tourist areas of Henan Province is not high.

(ii) the main source market for low-end market

At present, 80% of the tourists in Henan Province for local tourists, the consumption level is extremely low, per capita daily consumption level of less than 20 yuan. In terms of extra-provincial sources, Shandong, Shanxi and Hebei are the main ones.

(C) The influence of tourism in Henan Province is weak

The influence of tourism in Henan Province in the central region and the country is very weak, and has not yet established an influential brand image, so it is difficult to attract more tourists to come to travel and spend money.

Second, the problems of tourism marketing in Henan Province

(a) tourism marketing awareness is not enough to develop, tourism marketing concepts are backward, the way traditional

Most scenic spots in the tourist areas of Henan Province, although they also have been emphasizing the ? Tourist-centered? But the long-term mode of thinking in the minds of the formation of self-centered business concepts, the modern tourist understanding is not in-depth, especially on its consumer psychology to explore very little, and can not really catch what they want and need, so the market is becoming increasingly difficult to do. On the other hand, the tourism market in Henan Province is still stuck in the traditional marketing model, marketing means are still basically at a relatively low level to follow the stage of marketing activities to emulate other scenic spots, the market, the traditional way, not into their own characteristics, marketing awareness and marketing level compared with developed tourist attractions, there is still a certain gap between the marketing concepts and marketing capabilities need to be improved

(b) the lack of integrated marketing Concept

Tourism is a comprehensive industry, including scenic spots, food and beverage, accommodation and transportation, etc., the marketing strategy of tourism in Henan Province is the lack of resource integration of this concept, in order to further develop the tourism market, to promote the continuous development of the tourism industry in Henan Province, to meet the comprehensive needs of tourists, it is necessary to set up an integrated marketing concept from the point of view of the customer's needs, customer costs, customer convenience and customer communication. The concept of integrated marketing, at present, the tourism industry in Henan Province is still stuck in the traditional business model, only the pursuit of short-term interests, without focusing on long-term and comprehensive planning.

(C) tourism target market strategy is not clear

Target market strategy refers to the target market, market positioning and market segmentation. Henan Province lacks unified planning for tourism resources. To carry out a reasonable segmentation of tourists, to determine the target customers of the tourism market in Henan Province, different tourist attractions in Henan Province, different target customers, and there should be a clear distinction between the positioning, to create unique features, in order to meet the full range of tourists' needs.

(D) promotion is equivalent to marketing

The tourism market in Henan Province, to a large extent, marketing is equivalent to promotion, and even in some scenic spots a year of marketing strategy is to wait for? The first day of May? and National Day two major festivals of the promotional activities, due to the lack of marketing planning, did not consider the advantages and disadvantages of Henan Province for comparative analysis, no target market strategy, no market research market development consciousness, resulting in tourist attractions is just a simple processing of tourism resources, did not meet the comprehensive requirements of tourism products.

Three, Henan Province, tourism marketing strategy research

(a) strengthen and update the marketing concept and awareness

To effectively carry out marketing, it is necessary to establish a new marketing concept. On the one hand, we must establish the concept of wholeheartedly serving tourists, whether it is a tourism product, or to carry out marketing activities, always regard tourists as ? God? The idea of the work of the whole process, to do everything for the tourists, all services to tourists, with first-class service to win tourists, in order to occupy the market for a long time, to obtain greater economic benefits. On the other hand, we can not be limited to meet the existing desires of tourists, there is no need to focus only on meeting the existing desires of the transformed demand, passive adaptation to the market. It is possible to break through the limitations of the existing desires, take the initiative to change people's values and lifestyles to make people form new desires, that is, through a series of marketing efforts to influence the process of people's desire formation, and then utilize all kinds of tourism resources, and continue to develop new products to meet these new desires of tourists. By doing so, you can utilize your own strengths to cultivate new markets, guide consumption, enter first, and avoid competitors.

(B) integrated tourism marketing strategy

Integrated marketing refers to the customer demand, customer costs, customer convenience and customer communication as the most basic ways and means of marketing strategy, through these means to achieve the purpose of promoting enterprise development. Tourism market is a special market, including many industries, such as hotels, travel agencies, transportation and attractions. To achieve the stability and prosperity of the tourism market, we must take into account the comprehensive development of these industries, such as: transportation, travel agencies, hotels and scenic spots and other marketing strategies.

(C) Tourism Marketing Mix Strategy

Marketing mix strategy refers to the combination strategy of product, price, channel and promotion strategy. Henan tourism market should be implemented marketing strategies include: first, product strategy. Tourism product mix strategy, fully study what is the core product line in the tourism product mix in Henan Province, and constantly take the core product line as the basis for the comprehensive development of tourism product mix strategy. Second, price strategy, under the influence of the financial crisis, the tourism industry in Henan Province should highlight the advantages of low prices to attract tourists. Third, channel strategy. Shandong Province's tourism market should expand domestic and international channels, and joint marketing with travel agencies to broaden the path of development. Fourth, promotion strategy. Should be a combination of public **** relations and advertising strategy, not a single use of business promotion strategy, to take into account the promotional strategy of the long round, rather than focusing on immediate benefits.

(D) Tourism target market strategy

Tourism target strategy includes tourism market segmentation, selection of target markets, tourism market positioning, tourists have different needs must be on the Henan tourism market market market segmentation, or market segmentation, the entire tourism market according to demographic and geographic, behavioral and psychological factors into a number of homogeneous sub-markets, selected one or several sub-markets, according to these markets, the market segmentation, or market segmentation, and then select one or several sub-markets, according to these markets. The whole tourism market should be divided into several homogeneous sub-markets according to demographic, geographic, behavioral and psychological factors. This process is the process of tourism market positioning. There is no one enterprise can meet the needs of all tourists tour operators, the ruler has its own shortcomings, Henan Province should be based on their own tourism resources to meet the needs of tourists.

References:

[1]Ka Xianhong,Shufu. Tourism destination marketing strategy and its competitiveness enhancement research[J]. Jiangsu Business Journal, 2005,(3).

[2]Tourist attractions marketing strategy (STP) analysis---analysis of Jinan red leaf ecological and cultural tourism zone[J]. Modernization of shopping malls, 2006,(1).

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