How do tourist attractions attract more tourists?

Based on the core concept of marketing, the connotation of scenic spot marketing should include the following aspects: its origin is people's tourism needs, desires and demands; Need to provide a certain quality of products; Its ultimate goal is to obtain customer satisfaction and customer value; The tourism market is produced by people's needs, desires and demands for tourism; Marketing needs to exchange, trade or establish relationships.

Secondly, the characteristics and methods of marketing are analyzed through the attributes of scenic tourism products.

All tourist attractions also belong to the concept of tourism products, so we can analyze some marketing methods to attract tourists through the fundamental attributes and characteristics of tourism products.

1. Tourists and employees are an important part of marketing.

One of the characteristics of scenic spots is that tourists are part of the production process and employees are also part of the products. Tourists are the object of service, and the service process is the production process of products. Their attitude and behavior will not only affect their own experience, but also affect the experience of other tourists. Employees directly participate in the production and sales of products and have direct contact with tourists. Their attitude and behavior will directly affect whether tourists like the product. Therefore, it is also very important to strengthen the professional quality training of employees and improve their service awareness for tourists' satisfaction.

2. The impact of accessibility

The convenience of transportation is the key to the success of scenic spots, and appropriate road signs and directions and promotional products are important tools for scenic spot marketing. As the saying goes, "If you want to get rich, build roads first", which is the most important link in the infrastructure of scenic spots. Improving the accessibility of scenic spots is also a key part of scenic spot marketing. For example, after the villages in Yishui County, Shandong Province were paved with asphalt roads, the "country tour" fever was promoted. The local tourism bureau also lost no time in launching rural tourism boutique routes, covering underground grand canyon, underground corridor, Qi Great Wall, folk village, industrial and agricultural science and technology demonstration park and other attractions. Yishui County also invested 654.38+66 billion yuan to accelerate the construction of a cultural tourism city and Yimeng International Wealth Center integrating catering, shopping, entertainment and hotels. Invest 2 million yuan to standardize urban road traffic signs and county tourist traffic signs, and set up 63 tourist signs on main roads and urban areas; Invested 6,543,800 yuan, added more than 300 garbage collection boxes in urban areas, and standardized all kinds of billboards; Invest 3.6 million yuan to build new bus stops in urban areas 106. In the county bus station, Yihe Avenue, Tongjiazhuang and Dongtou Town of the hospital near the main traffic arteries in the county, tourist service centers or tourist distribution centers will be built, and modern facilities such as rear projection, touch screen and rolling display boards will be set up. Over the past ten years, with the development of transportation, Yishui tourism has grown from scratch, from small to large, by leaps and bounds, and 1 1 tourist attractions have been built and opened. The tourism market covers Hebei, Tianjin, Beijing, Henan, Jiangsu, Anhui and other places, and the brand of "Yimeng Geological Wonder Natural Ecological Tourism Zone" enjoys a good reputation throughout the country.

3. The influence of off-season

Scenic spot marketing is often to stimulate demand in the "off-season" and improve the utilization rate in the off-season. Because tourism products are "non-storable", the price difference can be implemented in the off-season, teams and individual travelers to maximize economic benefits. Sell at a last-minute discount to ensure a certain income, because once the product is out of date, it loses its value. However, the influence of price on the relationship between supply and demand is not always great. Therefore, in the off-season, scenic spots can be promoted to stimulate tourists' demand when the scenic spots are about to enter the off-season, just as clothes are discounted when the seasons change, some people will choose to spend.

Third, analyze the market characteristics and grasp the marketing direction.

Different from other products, tourism products can only provide tourists with the temporary right to use the products, which is provided to tourists in the form of * * *. This may lead to conflicts between different target market demands. In view of this, when doing scenic spot marketing, the focus of the work is to plan different marketing schemes according to their respective needs after comprehensively considering the characteristics of the target market. Different marketing schemes can buffer or solve conflicts between different target market demands.

1. Diversification of marketing subjects in scenic spots

Sun Xiao, a tourist attraction, not only sells himself, but also includes others selling his brother. For example, tourism dealers use scenic spots in brochures to encourage people to go on vacation; The government's publicity and marketing of major scenic spots in China encourages foreigners to visit; Local governments and tourism management departments regard scenic spots as the main content of tourism destination marketing. Therefore, the marketing of scenic spots should highlight its uniqueness and locality, make it a representative scenic spot of regional tourism, expand its influence with the help of relevant subjects, and make the marketing work fruitful. A. Travel Agency It is the best tool for geographical diversification of distribution channels in scenic spots. Travel agency, as the main tourist investment point in the scenic spot, is the lifeline of the development of the scenic spot. Although the relationship between scenic spots and travel agencies is also very subtle, with the fierce competition in the market, the conflicts in interests between them are also increasing. However, travel agencies are still the first choice and the most stable channel for most scenic spots. Scenic spots should strengthen communication and cooperation with travel agencies in various aspects to enhance the value of this channel with the concept of "win-win". In addition, scenic spots should also expand the construction of other channels from the perspective of their own development to avoid the risks brought by this single channel to scenic spot management. B other travel media other than travel agencies usually include accommodation, transportation, catering and entertainment. By providing a sales team, they can make the scenic spot close to many individual travelers at a small cost; Sometimes financial assistance can be provided for scenic spots, such as ordering in advance and paying on time; Because of its ownership, it bears some risks in the scenic spot; They can convey information about various activities, new products and price changes to scenic spots and tourists; It can help the scenic spot improve its business activities.

2. Consumer needs are diverse and changeable.

Consumers' demand for scenic products and services is complex and varied, and it is constantly changing. Therefore, tourist attractions must pay attention to the study of consumer market demand, and predict its changing trend, constantly develop new projects, and improve the adaptability and competitiveness of scenic spots. For example, with the development of camping leisure tourism industry, traveling by RV has become a tourism fashion standard, followed by a series of services such as related RV tourism forum and the establishment of RV camping tourism network.

3. Different customer groups make different marketing plans.

Demographic characteristics include gender, occupation, age, income, religion, family structure, education level, etc. And the variables it contains are very clear, so the way of segmentation according to population characteristics is the most popular in market segmentation. According to age, there are children's tourism market, youth tourism market, middle-aged tourism market and elderly tourism market. According to the occupation and education level, there are business tourism market, staff tourism market and science and education tourism market. It is the original basis of market segmentation of scenic spots to analyze the different needs of existing customers and potential customers and list the actual and potential tourism needs of tourists within the selected market. Through the above-mentioned process and method of scenic spot market survey, we can get the basic information of tourists' actual and potential tourism needs. After mastering these materials, the different needs of tourists will be analyzed in detail to determine the basic needs of tourists and the most important basic needs as the basis for market segmentation. To further understand the characteristics of market segmentation is to make a detailed and in-depth analysis of the consumption characteristics and habits of tourists with the characteristics of this segmentation variable on the basis of determining the segmentation standards and preliminary market segmentation, and compare them with the products of scenic spots, so as to form a certain judgment on whether the products of scenic spots can meet the needs of this part of tourists and re-screen the market segments. Generally speaking, there are two ways to measure the size of market segments: one is to predict the overall market size of scenic spots according to the development of local tourism market, historical data of scenic spots and changes in the external environment of scenic spots. Then, it is necessary to give corresponding weights according to the development laws and trends of each market segment. For example, the scenic spot mainly receives high-grade tourists, supplemented by middle and low-grade tourists; Or it is mainly to receive group tourists, supplemented by individual visitors. For this different market segment, scenic spot marketers need to judge the proportion of their respective scenic spots in the overall market scale, and then calculate according to their respective proportions. Secondly, according to the overall scale of each market segment in the area where the scenic spot is located, according to the competitive position of the scenic spot itself in the market segment and the historical data of the scenic spot, the marketing personnel of the scenic spot infer how much share the scenic spot will occupy in the market, and calculate the market segment scale of the scenic spot accordingly.

A. Event planning

In a brand-new era, with the strengthening of people's enjoyment consciousness, they have lived in the city for a long time and are tired of everything familiar with the city. After they advocated a concept of returning to nature and being close to nature, they formed an upsurge of returning to nature. Tourists pay more and more attention to experience rather than just watching, and more young tourists or individual travelers pay attention to their own experience and participation. Setting up competitions or maze activities in scenic spots can stimulate tourists' sense of competition and provide a good place for outdoor competition enthusiasts to have fun. If you change some projects from time to time, you can also attract repeat customers, so more and more tourists may gather together. This mainly takes advantage of people's own love of adventure and innate competitive spirit. Therefore, planning various experiential activities in scenic spots is also an important marketing means to meet the current customer needs.

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