China's Personal Tourism Strategy

Marketing strategy of individual customers in China

At present, there are still some problems to be solved urgently in the development of individual tourism in China: first, the transportation capacity is tight, the expected period of transportation tickets is long, the change rate is high, and it is difficult to buy; Secondly, the social service system is underdeveloped, the scenic spots lack standardized signs, and the health situation is worrying; Third, information and communication services need to be improved, and there is a lack of consulting system for individual customers. Therefore, the development of individual market in China must carefully analyze the characteristics of individual demand, and adopt effective and targeted marketing strategies in business philosophy and policies.

(1) Personal tourism market survey. Due to the lack of research on the individual market in China, tourism enterprises are in a relatively passive situation in management. At present, market research should be put on the important agenda and given due attention. Through the in-depth investigation of the tourism purpose, socio-economic characteristics, behavior characteristics and tourism flow direction of the main individual tourists, the supply and demand information of individual tourists is systematically collected, so as to determine the positioning of tourism products in the market and formulate marketing strategies and objectives that are in line with objective reality.

(2) product strategy. The main differences between individual tourists and group tourists are: group tourists buy complete tourism products; The individual traveler is an individual item purchased separately and then combined at will. Therefore, tourism enterprises should strive to design diversified tourism products for tourists to choose from. In terms of product structure, they can adopt various modes such as sporadic entrustment, self-selection, combination and customization, and individual customers can freely combine according to their needs. Taking the ice and snow tourism in Heilongjiang as an example, we can develop different theme tourism, such as the Harbin Ice and Snow Festival centered on ice and snow art, ice and snow entertainment, ice and snow culture, ice and snow sports and ice and snow trade. Visitors can enjoy the charm of ice and snow tourism without the limitation of group travel time. With the theme of ice and snow, we can also organize unique ice and snow tourism projects in Jingbo Lake, Taoshan and Yabuli. The ice waterfall in Jingbo Lake and the alpine ski resorts in Taoshan and Yabuli have different meanings from the artificial ice scenery on the flat land, which can enrich the content of ice and snow tourism and give tourists full choices.

(3) Price strategy. With the opening and development of the tourism market, the traditional form of all-inclusive tourism has been challenged more and more. In particular, the intuitive quotation of domestic all-inclusive tourism is higher than that of overseas tourists' half-package tourism, which gives overseas tourists the illusion that China tourism is expensive, thus affecting the development of overseas tourism market. The payment method of individual tourists is "pay as you go, live within your means", which is more sensitive to price changes than group tourists. Therefore, in the development of individual market, the price strategy should mainly play a good role in the benign adjustment of price leverage and adopt flexible pricing methods. In addition, some price strategies that were previously only aimed at teams can also be transplanted to the personal market after transformation. 1. Distinguish the price difference at different times. For individual travelers, floating prices are implemented in off-season and peak season, and rooms are discounted in off-season. The more continuous the stay, the more favorable the price. Tickets for weekend attractions are higher than usual. 2. Differentiate different spaces and implement price difference. For example, the hot spots, warm spots and cold spots of tourism are priced differently. 3. Small package price group. It means that tourists pay part of the travel expenses in advance, and tour groups provide four basic services and selective travel projects. The four basic services are airport pick-up, room reservation, breakfast and transportation tickets, and the selective browsing items are divided into "one-day tour" and "half-day tour". Optional items are listed separately and are not included in the comprehensive package price. Visitors can handle them according to their own needs. 4. Team up together. It means that tourists can travel in groups at designated places and dates according to the routes and browsing items provided by tour groups, and the expenses before gathering are borne by tourists themselves. Sporadic dispersion

(4) Promotion strategy. In order to attract individual tourists, it is also necessary to publicize and promote the identified tourism projects in an image and in detail, and convey the tourism information to as many potential tourists as possible. First of all, we should shape and establish a distinctive image of a tourist destination, break through its characteristics and occupy a favorable position in people's minds. Secondly, it is necessary to provide detailed printed tourism publicity materials that meet the needs of individual tourists, including brochures, catalogues, tour guides, price lists, various one-page publicity materials, brochures, envelopes, calendars, postcards and other uses, to introduce the culture, geography, products, customs, scenic spots, transportation, accommodation, shopping and their basic prices of tourist destinations, so as to help people increase their understanding and eliminate barriers. Tourism printed matter has the characteristics of illustrations, strong practical functions, long-term retention, ready support of information and low cost, and plays an important role in tourism promotion. Thirdly, make full use of newspapers, television, radio and other mass media, and participate in tourism fairs and roving fairs, do a good job in advertising, further expand the influence, and increase the frequency and density of people's contact with information.

(5) Channel strategy. The input channels of individual travelers are complicated, and the general principle should be to have both key points and open channels. First, the travel agency should be a responsive consultation window for individual travelers, enthusiastically provide all kinds of travel information and recommend flexible and diverse services. At present, it is necessary to gradually promote the practice of travel agencies to set up "individual business department" or "individual business center", truly raise the individual business to the height of the main business, keep track of the individual market trends in time, do a good job of information feedback, and give individual customers high-quality, diversified and personalized services. Second, we should gradually establish and improve the personal reservation system, especially in transportation, rooms and browsing projects, and gradually establish a computer reservation network for individual customers. Through computer networking, we can know the booking situation of various transportation departments and hotels in time, accept the consultation and booking of individual travelers, store the information of tourism resources, and plan the tourist routes on their behalf according to the different needs of individual travelers. Third, in transportation hubs, such as airports, docks, stations, and intersections of main streets in urban areas, eye-catching Chinese and foreign road signs, tourist guides' traffic maps and signs should be set up to clearly indicate the location, orientation and distance of various tourist spots, so as to "guide the newly arrived tourists". Fourth, encourage the staff of tourism enterprises to go out of the enterprise gate, set up signs in downtown areas, set up a "tourism information center", provide consulting help, purchase transportation tickets and book rooms on their behalf. Fifth, conditional areas can open tourist information consultation hotlines.

The marketing of individual market is a complex systematic project, which depends on the whole social environment besides the efforts of tourism enterprises themselves. Individual reception needs to build an overall social operation mechanism, and residents of tourist destinations warmly welcome, guide and help foreign tourists; The environment of tourist attractions is clean, harmonious and beautiful; The transportation and communication departments provide smooth channels for the flow of tourists, which are both organic components of this mechanism and indispensable elements of individual tourism products. It is necessary for tourism enterprises to strengthen coordination and close cooperation with relevant social departments to create a safe, convenient, comfortable and friendly macro-social environment for tourism.