Characteristics of tourism resources in western Europe

1. Characteristics of European tourism resources

According to the classification methods of the United Nations and the World Trade Organization, the service industry mainly includes 1 1: business services (including professional services, computer services, dry rental services, etc.); Communication services (including postal services, express delivery services, telecommunications services, audio-visual services, etc.). ); Construction and related engineering services; Distribution services (divided into commission agency services, wholesale services, retail services, franchise services and other categories); Educational services; Service; Financial services (including insurance and insurance-related services, banking and other financial services, securities services and other categories); Health-related services and social services; Tourism and tourism-related services; Recreation, culture and sports services; Transportation services (including sea transportation services, inland river transportation services, air transportation services, space transportation services, railway transportation services, road transportation services, pipeline transportation services, auxiliary transportation services, etc.). Characteristics of service industry in western Europe: perfect system, excellent service quality and large output value.

2. The main tourist resources in Europe

Rules for regional distribution of world tourism:

Europe is not only the central reception area of international tourism in the world, but also the most important source of international tourism. Secondly, the United States is also an important source of international tourism in the world. East Asia and the Pacific are the third largest source of tourists. Although the economies of Middle Eastern countries are relatively rich, due to the small population base, the traditional tourism problems of residents do not account for a large proportion in the tourism market.

Reason: Although the international tourism flows have expanded from developed countries to developing countries since 1960s, which has changed the distribution of international tourism flows, it has not fundamentally changed the overall development trend of international tourism flows. At present and in the future, the mainstream of international tourism flow is still relatively concentrated in developed countries.

Extended data

As far as mobility is concerned, especially for long-distance international tourism, Europe and the United States have been the most important sources and destinations of international tourism in the world since the 1950s, and these two regions are mutually important sources and destinations. These two regions have always occupied a dominant position in the number of tourists and the amount of consumption. Therefore, the passenger flow between them is also the most important passenger flow in international long-distance tourism.

With the continuous development of social economy in the Asia-Pacific region, the position of this region in the world international tourism industry is also constantly improving. The rapid development trend of international tourism in the Asia-Pacific region since the mid-1970s and the growth trend of long-distance tourism in the overseas tourism market in Europe and America since the mid-1980s indicate that in the next century, international tourism in the world will surely form the main pattern in Europe, America and the Asia-Pacific region.

3. What are the characteristics of European tourism resources?

French cultural folklore

France is the representative of European tourism. Generally, the first stop of the first trip to Europe will go to France. You should know about French culture and customs. For example, French jealousy 13 and Friday. French women have a very high social status and follow the principle of giving priority to women. For example, most French people believe in Catholicism and have freedom of belief. France also has many strange folk customs. For example, the French don't like to get married, men and women like to live together, or be single. They love a free life. Don't be too nervous if a female traveler is kissed by a French man on the back of his hand during the trip. French people like to kiss as a kind of meeting etiquette and think it is friendship and friendship.

Italian cultural folklore

Italy is also one of the cultural nation-states that we must know as travelers. Italians love beauty very much, pay attention to diet and like drinking. Italians pay attention to aperitif before meals and generally like white wine. This is Italian table manners. Italians are uninhibited and informal, which is somewhat different from those in Northeast China. Italians are more casual, especially in communication.

In Europe, the most classic travel routes belong to France, Italy and Switzerland. So what are the cultural customs of Swiss people? Because Switzerland is located in the middle of Europe, and Europe is influenced by the language and culture of neighboring countries, Switzerland is a multilingual country, and they like to communicate with each other in German, French and Italian. Switzerland is as gentleman as France. The Swiss are punctual and do things much better than the French. Most Swiss are also Catholics. Believers must get married in church, and the bride and groom exchange rings. This is different from China people getting married in church. China people only like the sacred atmosphere when they pursue church weddings, while European church weddings are necessary because of religious ties and believers.

4. Characteristics of European tourism market

(A) Comparison of Chinese and foreign tourism marketing

1. Comparison of Marketing Management between Chinese and Foreign Travel Agencies

Due to the different markets, national conditions and development processes of Chinese and foreign travel agencies, there are certain differences in marketing management.

(1) Comparison of Marketing Concepts of Travel Agencies

In terms of marketing concept, there are obvious differences between Chinese and foreign travel agencies due to historical reasons. The marketing concept of western travel agencies is deeply influenced by its mature market economy and has experienced the whole development and evolution process of marketing from traditional marketing concept to modern marketing concept. In the market competition, they firmly established the concept of marketing strategy and global marketing, and the progress of the concept strongly supported their competitiveness in the market. Affected by the late start of tourism, especially the planned economy, the marketing of American travel agencies in China is still in the initial stage of development. Although China draws on many western marketing theories and experiences, due to the imperfect market development and other factors, most of their marketing concepts are in the process of changing from traditional marketing concepts to new marketing concepts, and some travel agencies don't even have traditional marketing concepts. Comparatively speaking, establishing and updating the marketing concept should be one of the efforts of China Travel Agency.

(2) Comparison of marketing strategies of travel agencies.

Different product strategies. In terms of product strategy, Chinese and American travel agencies undertake the function of product production, first selling abroad and then selling at home, with a single product category; Generally speaking, western travel agencies do not undertake the function of product production. They sell their products at home first and then sell them abroad. There are many kinds of products, including ready-made series of tourism products, temporary product demand and even personalized service designed according to tourists.

Channel strategies are different. In the west, travel agencies support nearly 90% of sales, and tourism retailers are chained, specialized and technical. American travel agencies in China are both organizers and receptionists (figuratively called travel agencies and receptionists), and they mainly enter the international market through indirect channels.

Different pricing strategies. Chinese and foreign travel agencies are basically the same in cost, competitive demand, exchange rate and inflation, but there are great differences in pricing technology. Our travel agencies basically adopt the cost-plus pricing process, while western travel agencies make flexible pricing according to changes in market supply and demand. Under the influence of the government on prices, there are also great differences between China and western countries.

Different promotion strategies. The promotion strategy of western travel agencies is customer-centered, targeted marketing and encouraging all-staff marketing; But China's promotion strategy: American travel agencies pay more attention to the international market than the domestic market, and tend to pay more attention to middlemen than tourists. The means of communication depends on advertising, competition depends on price reduction, and the promotion form is single and the promotion level is low.

From the above comparison, we can see that although there are similarities and great differences between Chinese and foreign travel agencies in marketing, it also shows that there are great shortcomings in the marketing of travel agencies in China. Facing the future market competition, we must effectively improve our marketing ability.

2. Comparison of tourism marketing development between China and foreign countries

Compared with western tourism, the development level of tourism in China and the United States is higher than that in China and the United States. Accordingly, the marketing level of China and the United States lags behind that of the West, and there is a big gap. In the rapid development of western tourism, it has gone through the same process as the material product industry. From the early stage of capitalist development to the present, it has experienced the evolution of marketing concepts such as production concept, product concept, marketing concept and social marketing concept. The application of marketing in tourism has also developed to a higher level.

China's American tourism started late, developed in an all-round way in the 1980s, and reached its first climax in the mid-1980s. Due to the sharp increase in the number of international tourists, the tourism industry is facing unprecedented fierce competition. In this context, travel agency S's own active sales behavior began to appear, and marketing was formally introduced into tourism. Especially in the late 1990s, there was an oversupply situation in the tourism market, and the conscious management market of travel agencies moved from awakening to maturity. The viewpoint and method of comprehensive marketing began to be recognized by travel agencies, the traditional sales marketing became more mature, and the market behavior of travel agencies also changed from simple sales behavior to marketing behavior. Travel agencies began to investigate, study and forecast the market demand, design white-striped products, adjust the product structure, determine the realistic daily market and promotion strategy, predict the future potential market, carry out early market cultivation, take care of tourists' reflection and treatment of the quality of tourism products, and do a good job in after-sales service.

3. Comparison of marketing strategies

Due to the influence of perfect marketing theory and market environment, the development of marketing strategy in western tourism marketing management has been quite perfect. In terms of product strategy, the production function is clear, the product subject is clear, the development model is from domestic to foreign, the product types are diverse, and the product serialization and personalization are outstanding; In terms of channel strategy, the western region has formed a complete four-level system, with channels supporting each other and networks communicating with each other; In terms of price strategy, the pricing foundation is solid (depending on market supply and demand), travel agencies have strong autonomy, relatively few interference factors, little dependence on policies, diversified product price forms, large customer choice space and strong price competitiveness; In the promotion strategy, the promotion strategy is designed around customers, and the marketing is highly targeted. Coupled with the huge financial support and the promotion of all-staff marketing, promotion has become the driving force for the success of travel agencies.

In a word, although tourism marketing in China and the United States started late, it has developed rapidly in recent years and performed well in both domestic and international markets on the basis of successfully learning from western progressive marketing theories and experiences. However, as far as the overall development level of marketing is concerned, there is still a big gap between China and the West. In terms of products, the production and marketing functions are unclear, product development is slow, innovation is insufficient, and product types are single. Sightseeing still occupies half of the product market. In terms of product price, the decision-making method is still based on the cost-plus process, with many interference factors and low coordination between price adjustment and market demand. In the channel strategy, too much reliance on intermediaries, direct sales channels have not been well utilized and developed. In terms of promotion, the form is single, the advertising promotion means are over-dependent, and the competitive tendency of price reduction needs to be further overcome.

Through the comparative analysis of Chinese and foreign tourism marketing, although there are still some shortcomings between China and the West, American tourism marketing has begun to develop rapidly in all aspects. With the support of China, rich tourism resources, increasingly relaxed development policies and sufficient human resources, the development of tourism marketing in China and the United States and even the whole tourism industry is just around the corner.

(B) International Tourism market portfolio Strategy

Product strategy of international tourism market

(1) Similarities and differences

There are two kinds of tourists: domestic tourists and international tourists. Due to the differences in cultural traditions and living environment, there are great differences between these two different types of tourists in aesthetic taste, values, ways of thinking and codes of conduct. These relatively stable social concepts permeate their psychological quality, dominate their thoughts and actions, and make them have obvious differences in the value judgment and consumption preference of tourism products.

The reason why tourists spend a lot of money and go abroad for sightseeing is to appreciate the exotic atmosphere, experience the customs of other nationalities, appreciate the scenery of other places and meet their psychological and shopping needs. Therefore, when formulating the product strategy of the international tourism market, we should highlight the lexical differences. From form to content, tourism products with stronger national characteristics and more obvious cultural differences will attract more foreign tourists.

(2) Product mix

Doing a good job in tourism product mix is an important product strategy in the international tourism market. When developing international tourism products, it is very important to adhere to the principle of market orientation and redesign, and plan and combine tourism products without changing tourism products, so as to meet the needs of tourists more effectively. There are two ways: one is to use the existing basic scenic spots in China, or to combine some of them with the same aesthetic style or similar nature to form a special tourism product. For example, Singapore, Malaysia and Thailand launched in China in recent years all adopt this combination method. Another method is to combine some contrasting tourist attractions or projects to form another tourist product with two or one scenic spot.

(3) adjust measures to local conditions

The prison area is vast, and under the control of regional differences in the local environment, it has formed a rich and colorful natural landscape; China is also an ancient cultural country with a long history of 5,000 years and rich cultural heritage. Terracotta warriors and horses, the ancient Great Wall, etc. It is an irreplaceable advantage of tourism resources in the world. To develop international tourism, we should make use of these advantages according to local conditions.

(4) colorful

In recent years, China's tourism product structure is still dominated by sightseeing and business tourism, accounting for more than 2/3 of the total tourism products, and other tourism products are insufficient 1/3. The single form of tourism products greatly restricts the market attraction of China and the tourism products of the United States. Moreover, sightseeing, vacation and business travel only stay in the surface development of resources, which affects the value-added ability of tourism products. Therefore, it is imperative to further develop sightseeing, vacation and business tourism and constantly develop new tourism products.

At present, China and the United States spend about $4.2 billion annually on international business travel, accounting for 65,438+07% of the Asian business travel market. If domestic business travel expenditure is added, the total market expenditure is about 200 billion yuan. The Olympic Games to be held in China in 2008 and the World Expo in 20 10 will create huge development space for the business travel market in China and the United States. The sense of smell of capital is undoubtedly the most sensitive. American Express, Rosenbruce and other major professional business travel service companies have set foot in China business travel market in various forms. At present, the most urgent problem in the field of business tourism in China is to cultivate professional business tourism companies.

In addition, efforts should be made to develop new tourism products, such as culture, leisure, education, transportation, exploration, ecology, festivals, health preservation and themes. It should be continuously introduced to increase the market attraction of China to American tourism products. 2. International tourism market pricing strategy

(l) National price strategy

In the pricing decision of international tourism marketing, the travel agency must first decide whether the product price is consistent with other parts of the world, or whether to set different prices according to different situations in different countries. The implementation of unified pricing by travel agencies is conducive to establishing a unified image of products in the world, formulating a unified market positioning strategy and controlling the whole marketing activities. However, due to the differences in price competition, exchange rate and taxation, it is more suitable for different countries to implement differential pricing. What kind of pricing strategy the travel agency adopts depends on the following situations: the daily standard of the travel agency. If the marketing objectives of travel agencies in different countries are the same, unified pricing should be adopted; However, if the marketing objectives of travel agencies in different countries are different, differential pricing should be adopted.

Competitive conditions. If the competitive position of tourism products in different national markets is the same, a unified pricing strategy can be adopted; On the contrary, differential pricing strategy can be adopted.

Life cycle of tourism products. If tourism products are in the same life cycle stage in all countries, travel agencies should adopt a unified pricing strategy; Instead, we should adopt a differential pricing strategy.

Sales channels. If different countries have the same sales channel structure and efficiency, they should adopt a unified pricing strategy. Otherwise, the price should be set lower in countries with better sales channel structure and efficiency, and higher in countries with poor sales channel structure and efficiency.

(2) exchange rate change and price strategy

Price strategy when exchange rate rises. The rise of RMB exchange rate means the appreciation of RMB, which is equivalent to the increase of foreign exchange price of products, thus increasing sales income; At the same time, a stable RMB will reduce the cost of tourism products, and the combined effect of the two will increase the sales profit of tourism products. At this time, you can choose RMB as a quotation to increase your income, and you can also lower the price of your products to attract more tourists. Price strategy when exchange rate falls. The decline of RMB exchange rate means the depreciation of RMB, which means the increase of product cost. At this time, either foreign currency quotation is used to increase income, or RMB quotation is used to attract more tourists.

3. International tourism market channel strategy

The traditional sales channel is a loose network composed of travel suppliers, travel wholesalers and travel retailers. Channel members operate independently and are responsible for their own profits and losses. When they contact, they mainly bargain and negotiate the terms of sale. In recent years, the sales channel system has gradually developed into a joint channel system, with one channel member leading, organizing and controlling the whole channel system. By strengthening the cooperation among channel members, the profits of the whole channel system can be improved. Channel alliance can be divided into vertical alliance and horizontal alliance.

(l) Vertical joint sales channels

Vertical sales channel is a complete and unified channel system composed of travel suppliers, travel wholesalers and travel retailers. There are two types of vertical joint sales system: one is the vertical joint sales system of company bars. Second, the contractual vertical joint sales system. Third, the management-oriented vertical joint sales system. (2) Horizontal joint sales channels

Horizontal joint sales channel is a short-term or long-term joint operation of two or more tourism suppliers, wholesalers or retailers in the same link, or they unite to form a new business unit, which is called horizontal joint sales channel. This channel can improve the efficiency of advertising, market research and other work.

4. Promotion strategy of international tourism market

(l) Advertising promotion strategy

Travel agencies generally have two choices to advertise international tourism: one is to advertise by the advertising department within the travel agency; The other is to entrust an advertising agency to handle advertising business. Due to the differences in language, education, cultural level, customs and government regulations in international tourism advertisements, it is easy to obtain the expected results by entrusting local advertising agents. When choosing an advertising company, we should consider the following questions: the background of the advertising company. The nature, present situation, development history and development of advertising agency

The reputation of an advertising company. Including the cooperation between advertising companies and customers, the company's working attitude and mental outlook towards employees, and the impression and evaluation of customers and the public on the company. (2) Promotion strategy

In some countries, promotional activities will be restricted. The laws of some countries stipulate that promotion activities can only be carried out with permission, and some countries have strict restrictions on the discount rate of wholesale and retail transactions, and so on. Travel agencies should know these restrictions or regulations in advance when promoting sales in the international tourism market.

(3) Marketing public relations strategy

The public facing international marketing public relations are in different countries and regions, with different social and cultural backgrounds, and their languages, customs and lifestyles are very different. Therefore, when formulating the international tourism marketing strategy, we should pay attention to the following issues:

Understand the attitude of foreign public towards travel agencies and tourism products, as well as the economic, political and social conditions of source countries.

Understand and make good use of the news media frequently contacted by foreign public. Because the news media is the most commonly used and effective way of marketing public relations communication.

Let the information you spread conform to the language, culture and customs of foreign public from content to form, and let them accept it.

According to the needs and possibilities of travel agencies, support and sponsor local social development plans, social charities, cultural and sports activities, etc.

Respect local customs and participate in local social activities. (4) Talent marketing strategy in international tourism market.

The marketing environment of international tourism market personnel is much more complicated than that of domestic tourism market personnel, so the requirements for personnel are much higher. In the field of international tourism marketing, salesmen can choose their own people, or they can choose salesmen from countries where the market is located and other countries.

enlist

Recruitment is the basis of personnel sales. Sales personnel engaged in international tourism marketing should not only have all the qualifications of domestic sales personnel, but also have the ability of decisive decision-making, market research and cultural adaptation.

cultivate

In the training of travel agency salesmen, the training emphasis of domestic salesmen and foreign salesmen should be different. The training of domestic salespeople should focus on getting familiar with the cultural background of different countries, and strengthen the training in foreign languages, manners, living habits and business customs. The training of foreign sales personnel focuses on letting them know the characteristics of this product and master the necessary sales skills.

encourage

People from different countries and cultural backgrounds have different needs and behavioral motives. Travel agencies should understand the personal cat desires and behavioral motives of salespeople with different cultural backgrounds and use incentive measures to fully mobilize the enthusiasm of salespeople.

5. Characteristics of tourism resources in Western Europe

Tourism market in East Asia and the Pacific: East Asia and the Pacific, including Northeast Asia, Southeast Asia and the Pacific, have superior natural ecological environment and rich eco-tourism resources, unique river and lake landscapes and biological landscapes, diverse social, cultural and economic environments, and colorful human landscapes. The economic diversity and complementarity in the Asia-Pacific region have promoted the vigorous development of tourism, and the region has become the most potential tourist source.

European tourism market: The region is the birthplace of modern tourism, with a solid economic foundation, developed transportation and communication, colorful culture, three unique cultural landscapes and European architecture, attracting many tourists.

American tourism market: international tourists are mainly residents of this area. The vast land, long coastline and good ecological environment have attracted many tourists. And ecological exploration. In a colorful way.

6. Characteristics of European tourism

People think this is because of their cultural charm and historical accumulation.

7. What are the rich tourism resources in Europe?

1, Russia

The Russian Federation is the country with the largest land area in Eurasia, located in Europe, with Moscow as its capital, and is usually regarded as a European country. Inherited the powerful economic and military strength of the former Soviet Union, one of the five permanent members of the United Nations, and walked in the forefront of the world in the space field, W

Britain and the United Kingdom of Northern Ireland are island countries consisting of a series of islands such as England, Scotland and Ireland. Great Britain once conquered the whole world with its powerful maritime power and had many colonies. Known as the empire, it was also the first country to complete the industrial revolution. However, its strength was damaged in the Second World War, and it is now in the recovery period.

3. France

The French Republic, which overthrew feudalism through the French Revolution, reached its peak in the19th and 20th centuries. One of the four largest economies in Europe, the most developed and romantic country in capitalism, and one of the five permanent members of the United Nations Security Council, was broken by Germany in World War II.

4. Germany

The Federal Republic of Germany, whose history is the territory of the Holy Roman Empire, was split into an independent kingdom. It was the initiator of two world wars and is now one of the four largest economies in Europe. The social security system is very perfect, focusing on heavy industry and manufacturing.

5. Italy

Italy, with Rome as its capital, is the center of fashion and art in the world. Milan is called fashion capital of the world. /kloc-The birthplace of the European Renaissance in the 0/4th century, all the European countries that experienced World War II were greatly affected economically, and it was also the eighth country among the top ten economic powers in the world.

6. Spain

Spain is a highly developed capitalist country and pursues a constitutional monarchy. At present, its economy is developing well and its GDP ranks sixth in Europe. It used to be a huge maritime empire with an invincible fleet, but it was defeated by Britain.

7. Sweden

Sweden is a highly capitalist country with a small proportion of agriculture. It is in the forefront of the world in software development, automobile manufacturing, medicine, telecommunications and other fields, with a domestic strength coverage rate of 54%, ranking ninth in Sweden in the global happiness index of 20 18.

8. Finland

Finland, one of the five Nordic countries, is one of the EU member states whose per capita output value far exceeds the EU average. Its high degree of industrialization and free market economy make people's quality of life very high, and Finland ranks first in the global happiness index of 20 18.

9.switzerland

The Swiss Confederation, with its per capita GDP always in the forefront of the world, is one of the most stable economies in the world. The country is dominated by plateaus and mountains, and has extremely rich tourism resources. It is one of the most stable and wealthy countries in the global society, and many international organizations have their headquarters in Switzerland.

10 Austria

Austria, a landlocked country in Central Europe, and Vienna, the capital, are known as the top ten best cities in the world. It is a highly developed capitalist country with a very high degree of industrial nationalization, a forest coverage rate of 44.7% and a very good environment.

8. Countries with the richest tourism resources in Europe

Geographically, it is an Asian country, not a European country.

Azerbaijan (Azerbaijan: AzrbaycanRespublikas), abbreviated as Azerbaijan (Azerbaijan: Azrbaycan), whose name means fire nation, is the crossroads of Eastern Europe and West Asia.

Azerbaijan is located in the southeast of Transcaucasia, bordering the Caspian Sea in the east, Iran in the south, Russia in the north, Kazakhstan and Turkmenistan in the east and Georgia and Armenia in the west. The coastline is 456 kilometers long. Nakhichevan in the southwest is not adjacent to Armenia across the mainland.

Extended information:

1. time zone

Azerbaijan belongs to East Zone 4, and the capital Baku is 4 hours later than Beijing time. Daylight saving time will be implemented from the end of March to the end of 10, which is 3 hours later than Beijing time.

2. Natural resources

Azerbaijan is rich in oil and natural gas resources, mainly distributed in the Seychelles Peninsula and the continental shelf of the Caspian Sea. Azerbaijan's Caspian Sea region has proven oil reserves of 2 billion tons and geological reserves of about 4 billion tons. Oil is characterized by shallow burial and few impurities.

The proven reserves of natural gas are 2.55 trillion cubic meters and the prospective reserves are 6 trillion cubic meters. In addition, there are metallic mineral deposits such as iron, molybdenum, copper and gold, as well as abundant nonmetallic and mineral water resources.

9. The characteristics of European tourism resources are as follows

Europe was once my dream life. I often travel to North America and Asia-Pacific. I have only been to Europe once, that is to show American customers around the company's European headquarters, just for fun. After I stopped working, I began to realize my life plan and travel to Europe. 20 1 1 year -20 19 years