Marketing Strategies for Tourist Destinations

The scenic spot marketing utilizes the most 4P marketing mix strategy, namely product (Prodnet), price (Price), channel (Place) and promotion (Promotion). The thinking base of this strategy choice is mainly from the enterprise and the product. Although we have been emphasizing the importance of customer needs, the purpose of satisfying customer needs is still to obtain profits for the enterprise. While destination marketing has a change in this basic starting point, which is to integrate 4P and 4C, and we should use more 4C marketing mix strategy and integrated marketing 4i principle. 4C marketing mix strategy, simply put, is a consumer-oriented marketing strategy, whose basic elements are: customer (Consumer), cost (Cost), convenience (Convenience) and communication (Communication). 4C marketing mix strategy, if it becomes the strategic choice of destination marketing, means that the starting point of our thinking should be shifted from the tourist attraction-centered to the tourist destination-centered. scenic area as the center, shifted to tourists as the center, put tourist satisfaction in the first place.

The 4i principle of integrated marketing, put forward by Tsinghua University presidential class of special network marketing experts in the "network integrated marketing arsenal", refers to: Interesting principle of fun, Interests principle of interest, Interaction principle of interaction, Individuality principle of individuality. In the new marketing era, consumers reign over the world, the media is the emperor of the traditional communication era, and YOU is the new king of the network communication era! In the traditional media era, information dissemination is "church-like", information from top to bottom, one-way linear flow, consumers can only passively accept. In the era of network media, information dissemination is "bazaar-style", multi-directional, interactive flow of information. The voices are diverse, noisy and different from each other. Network media has brought about the explosive growth of a variety of "self-media", blogs, forums, IM, SNS ...... With the help of this, each grassroots consumer has their own "mouth" and "ears". The "ears" of each grassroots consumer have their own "mouths" and "ears". In the face of these "uprising of the long tail", the traditional marketing approach like "hunting" to become "fishing": marketers need to learn to use "creative real fire The marketer needs to learn to use the "creative fire" to simmer the tempting "bait", and the brand message as the "hook" cleverly wrapped in it.

The purpose of tourism is to market the promotional strategy, should be from the one-way promotional publicity, to two-way communication. The use of television, magazines, newspapers, networks and other multi-channel integrated marketing communications, through the interaction of the consumer psychology of tourists firmly grasp, and then the destination's products continue to improve.