Tourism marketing plan

I. Overview

Located in the south of Guangxi, Lingshan has long been under the jurisdiction of Guangdong Province. /kloc-0 was placed in Guangxi in June, 1965, and now it is under the jurisdiction of Qinzhou city. There are 18 towns, 389 village committees and 20 neighborhood committees in the county, with a total area of 3,558 square kilometers and a total population of10.4 million. At the end of 2005, the county area was 1.5 square kilometers, and the permanent population reached 1.5 million.

Lingshan has a long history. As early as the late Paleolithic period, "Lingshan people" with the characteristics of Mongolian adults had lived and multiplied in this land. In the eighteenth year of Emperor Kai of Sui Dynasty (AD 598), a county was established, initially named Nanbin; In the tenth year of Zhenguan in Tang Dynasty (636), it was renamed Lingshan. Since ancient times, Lingshan is rich in natural resources and product resources, which can be called a treasure of things and outstanding people. To this end, Yu Guangyuan, a famous economist in China, happily wrote an inscription praising: "Water is beautiful in Lingshan, and water is beautiful in Lingshan". In 2003, the organizing committee of the publicity activities of the naming committee of China characteristic towns awarded Lingshan the titles of "the hometown of litchi in China" and "the hometown of milk buffalo in China". In addition, Lingshan is known as the land of plenty, the land of fruits and the land of tea.

Second, the main tourism resources

Lingshan has many scenic spots, rich tourism resources and great development potential. Liu Feng in the west of the city is one of the wonders in the south of China. Since the Song Dynasty, it has been regarded as a "world-famous holiday resort" and is famous for its "dangerous peaks, secluded caves, strange rocks and beautiful scenery". Huang, a famous painter in China, described it as "an enlarged bonsai and a reduced Huangshan Mountain". Sanhaiyan has fully demonstrated its charming charm with the rhyme of "white clouds lying in front of the rock, red flowers flying at the mouth of the cave" 1988, and Liu Feng and Sanhaiyan have been identified as famous tourist attractions along the coast of Guangxi by the Tourism Bureau of the autonomous region. The Dalu Folk Tourist Area, 3 kilometers east of the county seat, is also known as "ancient houses, ancient trees and ancient couplets". 1June, 1999, it was awarded the honor of "The First Village of Guangxi Couplets" by Guangxi Folk Writers Association and Guangxi Couplets Society. There are also Ma 'anshan and Lingshan Man Sites, and 1960 is listed as a provincial key cultural relics protection unit; 198 1 year, the site of Qinzhou ancient city was listed as a key cultural relic protection unit in the autonomous region; 1993 is listed as Lingdong Reservoir in Guangxi coastal tourist area; Chuanjingyan, Xingdao Lake, Xianchi, Jiekai Xiu, Dengyang Lake, Sucun Ancient House, Longwu Manor, Shuanghe Park and the beautiful scenery of the county banks. It is integrated with natural landscape and human landscape, with bright spots and colorful enough to make tourists linger.

Third, lingshan scenic spot SWTO analysis.

Advantages: Lingshan has the geographical advantage of "backing southwest and facing southeast Asia", located at low latitude and belongs to the south subtropical monsoon climate. In a year, the climate is mild, the summer is long and the winter is short, the rainfall is abundant and the sunshine is abundant, so it has excellent tourist climate conditions. And Lingshan has convenient transportation. 209 national highway and 20 124 and 2022 1 provincial highway run through the whole territory, forming a convenient highway traffic network with many county roads and township roads. County-wide highway mileage1122km. It is connected to Hengxian County and Yongning County in the north, Hepu County in the south, Pubei County in the east and Qinnan and Qinbei District in the west. Tourist attractions have a long history and profound cultural heritage, which has high historical research value.

Disadvantages: Lingshan's economy is relatively backward, tourism started late, tourism propaganda is not enough, and core brand concept propaganda is not enough, so it is impossible to promote tourism development with its own characteristic industries. Few people know that Lingshan is the "hometown of litchi"; Government departments do not attach importance to the development of tourism, which is inefficient and lacks pioneering and innovative spirit; It is difficult to maintain and repair scenic spots, the government funds are insufficient, and it is difficult to attract investment; People are not well educated, conservative and do not know how to care for and maintain cultural products with historical value.

Opportunity: 2003-2065 438+00 won the title of "Top 100 Counties in Western China" for eight consecutive years. 2006-2065 438+00 won the title of "Top Small and Medium-sized Cities with the Most Investment Potential in China 100" for five consecutive years. 2008-2065 438+00 won the title of "Top 100 Small and Medium-sized Cities with the Most Regional Influence in China" for three consecutive years. With a series of honors, more and more people know about Lingshan, and more and more investors turn their attention to Lingshan. With the continuous development of the national economy, people pay more and more attention to the development of the western region, and the investment in the western region is also increasing. Lingshan government can create more and more tourism projects, attract more and more tourists, and make Lingshan tourism develop and grow.

Threats: The surrounding areas such as Yintan in Beihai and Sanniang Bay in Qinzhou are developing rapidly and have strong strength, and new development projects are constantly emerging, which will distract the attraction brought by Lingshan tourism development; Vigorously developing tourist attractions may cause a certain degree of environmental damage.

Fourth, promotion strategy.

(A), to develop a clear publicity theme

"The most beautiful Lingshan, the hometown of litchi"

Production idea: Lingshan litchi is rich in planting, diverse in varieties and delicious in taste, attracting all kinds of tourists. 1June, 1990, Song Jian, State Councilor and Director of the State Science and Technology Commission, praised the Guiwei litchi produced in Lingshan as "big meat, small stone and quite good taste, which is better than the varieties popular in Guangdong now." Lingshan litchi fresh fruit and its processed products have won many awards at home and abroad. 1988, the canned litchi of Xiangshan brand produced by Lingshan won the gold medal of French International Food Association. 199 1 year, at the "Seventh Five-Year Plan" National Spark Plan Achievement Expo, March Red Litchi produced in Lingshan won the silver prize. During the period of 1992, Lingshan Guiwei Li and Lingshan Li won the gold medal and silver prize respectively in the first agricultural exposition in China.

(2) Packaging the existing scenic spots and refining the selling points.

According to the tourism resources of Lingshan, it is mainly to develop historical and cultural landscapes and natural ecological scenery. Extract from the six selling points of Lingshan, the hometown of litchi: 1, the magical cave tour of Sanhaiyan; 2. Summer water in the upper reaches of Lingdong Reservoir; 3. Hiking in Dalu Ancient Village; 4. Long Wuming Fishing Village Eco-sightseeing Tour; 5. Cultural tour of Yandun Town; 6. Liu Feng scenic tourism

1, Three Seas Rock Cave Tour

Sanhaiyan is located in the campus of Lingshan Middle School on the west side of Liu Feng. It consists of three caves: Guiyan, Yan Qian and Yueyan. It is named "Three Seas Rock" because of its meaning of three changes in the world. There are many kinds of stalactites in it, which are dazzling and amazing. When you walk in on a hot summer day, you will inevitably feel a chill. It is a resort for enjoying the cool and summer. At the same time, you can also visit Lingshan Middle School, the highest institution in Lingshan, and truly experience the best combination of culture and scenery!

2, the reservoir upstream water in summer

Lingdong Water Leisure Summer Resort is located in the east of the county 14 km, mainly centered on Lingdong Lake, which was built by Lingdong Reservoir in 1950s and 1960s, and has scenic spots such as Linghu Xiyuan and Tianhu Island. The reservoir is long and narrow in the east-west direction, with the horizontal straight line length of 15000m, the widest point of 3 150m, and the water surface area of 6.67 million m2. Shuiyunjian has 15 islands, ranging in area from several thousand square meters to several hundred square meters. Tianhu Island Resort is built on Tianhu Island in the middle of the water. The dam of the reservoir is 30.6 meters high, with a crest length of 1824 meters, running through the north and south. On the lower third slope of the dam, it is full of grass and green, just like a camel tapestry hanging out of thin air. The side of the dam near the water is inlaid with big stones, which looks like a dragon lying in the waves on the side. In summer, you can swing around the sparkling lake by boat and enjoy the beauty and comfort brought by nature.

3. Hiking in ancient villages

Dalu Village Folk Tourist Area is located 8 kilometers east of ling shan, and is famous for its magnificent ancient houses, couplets culture spread for hundreds of years, local products such as "March Red" litchi and "Dalu" ponkan. There are 9 residential areas in Dalu Village, which were built in Ming and Qing Dynasties. Surrounded by mountains and rivers, the ancient house is quiet and deep, and contains a large number of cultural relics such as Wen Tianxiang's handwriting, which has witnessed the glory of history. The most precious thing is that there are more than 300 pairs of couplets created in the Ming and Qing Dynasties from ancient times to the present, which have precious research value and appreciation value in human history. Ancient dwellings are large in scale, complete in structure and function, high in planning level, excellent in ecological environment and rich in folk culture. The tunnel in the old house is deep and narrow. People can walk through the corridors of ancient houses, listen quietly, enjoy the influence of ancient culture and stay away from the noise of the city.

4. Eco-sightseeing Tour of Famous Guests in Li Xiang

Longwuming Crisham Eco-Sightseeing Tourist Area is located at the west of ling shan 10 km, which is mainly composed of longwu Farm and Longwuzhuang Building Complex. Walking west along the highway on the north bank of Mingke River, you can appreciate the elegant demeanour of modern ecological agriculture in Lingshan. The first is Sanhai Village 1800 mu contiguous famous fruit seedling breeding base, followed by Sanqin Village 800 mu contiguous fragrant lotus root planting base, which is also a jasmine producing area and seedless watermelon producing area. All the way can be described as fragrant flowers and beautiful rural scenery. Longwu Manor is north-south, and the short mountain is in the north. The overall layout is in the shape of a "back", and the walls are all made of water mill blue bricks, which is extremely strong. The garden consists of two quadrangles connected in series, with * * a house of 1 10. Suspended beams, bucket arches and eaves columns are exquisitely carved and luxuriantly decorated. "There are two heavy corridors in Jiaobao", the turret is as high as six stories, and the peripheral artillery is bulging. The whole manor embodies the architectural artistic characteristics of the combination of Chinese and western culture in the late Qing Dynasty and the early Republic of China.

5, big town cultural tour

Yandun Town in Lingshan has the custom of "beating gongs and drums to welcome the spring". During the Spring Festival, deep, loud and powerful drums resounded through the sky like spring thunder! The existing highest drum in Yandun Town is nearly 3 meters high. Drummers must stand on two benches and beat the drums. The maximum drum head diameter is 1.8m, and the weight is over 350kg. It takes seven or eight big men to lift it. The oldest one was made in the 16th year of Guangxu (AD 1890). These "kings of drums" make an avalanche-like sound when they beat, which brings the unique momentum of "Yandun Drum" to the extreme. Every Spring Festival, there is a big drum competition in Yandun Town: dozens or even hundreds of big drums are arrayed to beat gongs and drums together. The drums were deafening and spectacular, and tens of thousands of people cheered and were ecstatic in the deafening drums. ...

6. Mountain scenery tourism

Liu Feng Scenic Area is mainly composed of six peaks, including Longtou Peak, Fengwei Peak, Guibei Peak, Heli Peak, Zhang Bao Peak and Bug Peak, with an area of 540,000 square meters, the highest peak is 343 meters above sea level, and the relative height is 182 meters. There are dozens of scenic spots in Liu Feng Scenic Area, mainly including: Beidi Temple, Guanyin Pavilion, Daxiong Hall, Giant Buddha Hall, Sanqing Palace, Sanhaiyan, Longchuanyan, Enshengyan, Chuanjingyan, Yanziyan, Yufeng Bridge, Lingyan Chudi Square, Liu Feng Baoshan Square, "Xilingji", Guanyin stone carving, fairy well, fairy shoes and so on. Among them, the Beidi Temple, which was built in the fifth year of Zhengde in the Ming Dynasty, is one of the famous Taoist temples, and its incense is enduring. Especially in the annual Spring Festival and Double Ninth Festival, pilgrims from all over the country and even Southeast Asia climb mountains to worship the Northern Emperor, so that they can smell the incense of Liu Fengshan a few kilometers away. In addition, Sanhaiyan, located in the west of Liu Feng, is in the same strain as Liu Fengshan. Sanhaiyan got its name from the meaning of three changes in the world. The breeze, milk stones and inscriptions are known as the three wonders of the three seas and rocks. "There is no dog in June, and the spring breeze shines all year round. The cave is different from the milk stone, and the wonderful hand is terrible. Looking at the mountains is picturesque, and swimming holes is like reading history. "

Verb (abbreviation for verb) tourist route

(1) Qifeng Tour in Qidong: Take a bus from the county center to the entrance of Liufeng Mountain, and then enjoy all kinds of scenery along the mountain road. After the summit, rest and enjoy, return to the door along the original road, and then go west to Lingshan Middle School. Go in and you'll find Sanhaiyan.

(2) Tour of the ancient reservoir village: 8 kilometers from the county center to the eastern suburb of Lingshan is Dalu Village. After enjoying Dalu Village, 6 kilometers to the east is Lingdong Reservoir.

(3) Longwu Yandun Eco-cultural Tour: Take a bus from the county center to the west of Lingshan 10 km, which is Longwu. After enjoying the litchi orchard, Yandun Town is 20 kilometers west.

Sixth, the way of publicity.

advertisement

The advertising of the hometown of litchi in China should achieve two purposes: on the one hand, it should show the advantages and selling points of the hometown of litchi; On the other hand, we should establish the image that Lingshan tourism is a kind of high-grade enjoyment. Based on this, we have drawn up the following advertising plan:

1. Keep up with the pace of the times, conduct online publicity, and let the hometown of litchi spread all over China.

Network operators: Sina.com, Travel.com, China, Lingshan Hometown.com, etc.

Through free photo gallery, appreciation of art short films and editing of publicity activities, we will publicize the charming scenery, history and culture of the hometown of litchi on the Internet, so that the publicity will have no borders.

2. TV commercials

Selection of TV stations: Guangxi Tourism Station, Guangxi TV Station and Lingshan TV Station will broadcast promotional videos in prime time.

Theme: History? Natural? mankind

The picture is full of life and dreamlike. Full of energy, everything is waiting for life. It's like breaking into an orchard.

3. Fixed advertising

(1) Make signboards and set up advertisements in central squares, gymnasiums and other places.

(2) Set up huge advertisements in Shuanghe Park, Liu Feng and other famous scenic spots, and make street lamps, trash cans and other public facilities.

(3) Erect a huge advertising billboard at the intersection of the bus station.

(2) Promotion of activities

1. Impression of the hometown of litchi. Hold litchi festival and street opening ceremony for litchi exhibition. Litchi, cinnamon, glutinous rice paste and concubine smile compete on the same stage, which makes tourists feast their eyes and eat. Highlight Litchi King Competition, Litchi Fun Activities, Excellent Litchi Orchard Appraisal, Litchi Culture Exhibition, Litchi Orchard Tour, etc. And show the themes of Ascending Lingshan, Li Xiang Lingshan, Elegant Lingshan, Harvest Lingshan, Yunling Lingshan and Meeting Lingshan respectively.

2. Create a business card of beautiful Lingshan. Invite all kinds of tour groups to visit all kinds of scenic spots in Lingshan free of charge to achieve the publicity effect, and hold the "Miss Litchi" contest to show the beautiful scenery and customs.

Tourism Marketing Plan (2)

Tourism marketing is the concrete application of marketing in tourism. Based on the characteristics of the tourism industry, the author prefers to interpret and define tourism marketing with the relevant marketing theory of Glenlos, which emphasizes purpose. Tourism marketing is a long-term and overall plan and strategy made by a subject for long-term survival and development according to the changes of external environment and internal conditions, as well as the planning and implementation process of tourism products. Its ultimate goal is

In this regard, we can further understand from four aspects:

1. It is a management thought and concept. It recognizes and accepts that consumers are the center and the demand of tourism consumers is the guide, and strives to satisfy tourists by providing tangible products and intangible services, thus realizing the economic and social goals of marketing subjects.

2. It shows a dynamic management process. That is, organizing and guiding the overall activities of enterprises, including analysis, planning, implementation, feedback and control, more embodies the function of tourism economic personality and the management of marketing resources. In the marketing plan, marketers must locate the target market. In marketing strategy, enterprises or organizations must make various decisions such as market development, product design, price setting, distribution channel selection, information communication and publicity and sales.

3. It shows a very wide range. Mainly the subject and object are extensive, the subject includes all tourism organizations (government, enterprises and other organizations), and the object includes the marketing of tangible things and intangible services. () At present, the contents of tourism marketing generally include goods, services, events, experiences, use rights, information, creativity, people, places and so on. At the same time, this definition also shows that the current tourism marketing activities have expanded from a circulation field to all fields of pre-production, mid-production, circulation and after-sales, and from a single image promotion and product promotion to all fields of comprehensive circulation of tourism enterprises.

It means exchange. That is, the function of tourism marketing has changed. At present, the responsibility of the tourism market, whether it is the government or the enterprise marketer, has changed from the function of promoting image and selling products to the function of promoting communication. It should be pointed out that this exchange is not entirely in the form of money or in kind.

Compared with other marketing fields, tourism marketing has obviously different characteristics, mainly as follows:

1. service. In addition to specific tourism products, providing tourism products is actually providing a service without transferring property rights. Tourists value not only the quality of service facilities, but also the overall service quality in the process of tourism, as well as the experience, comfort and pleasure brought by this service.

2. Participation. In the tourism market, the production and supply of tourism products coincide with the consumption behavior of tourists in time and space, and tourism marketing is actually a dynamic process in which tourists participate in stages. Therefore, how to keep timely interaction with tourists has become an important content of tourism marketing.

3. timeliness. The tourism market has strong seasonality and timeliness. Tourism products are products that cannot be stored and transferred. At the same time, the production facilities, equipment and labor of tourism products can exist in the form of physical objects, but they are only a kind of production capacity rather than the tourism products themselves. If we can't accurately grasp the consumer demand of tourists and meet it in time, it means the waste of production capacity and the failure of marketing work.

4. The whole process. Because of the characteristics of tourism products, it is impossible to display products directly in front of consumers for promotion in tourism marketing, like other fields, and marketing work must run through the links of development and design, image promotion, production and sales, service guarantee and so on.

Tourism Marketing Plan (3)

In recent years, especially after the construction of Hainan International Tourism Island became a national strategy, with the joint efforts of tourism administrative departments at all levels and tourism enterprises, our province has strengthened tourism marketing and continuously expanded tourism business, and achieved remarkable results. In 20 14, it is estimated that the province will receive 40.6 million domestic and foreign tourists, an increase of 10.6% over the previous year, and realize a tourism income of 48.5 billion yuan, an increase of 13.2% over the previous year. However, there are still many problems and deficiencies in tourism marketing in our province, such as the weak publicity of the overall image, the lack of innovation in publicity and promotion methods, the weak pertinence of tourism marketing, and the insufficient support of marketing policies, which need further effective measures to be seriously solved.

Tourism marketing is an important means to promote the development of tourism. In order to further strengthen the accurate marketing of the tourism market in our province, continuously enhance the popularity and reputation of Hainan tourism at home and abroad, and fully promote the construction of Hainan International Tourism Island, combined with the actual tourism industry in our province, the following suggestions are put forward:

First, change the concept of tourism marketing. It is necessary to change the traditional marketing methods in the past, promote the transformation of tourism marketing from marketing to characteristic product marketing, and promote characteristic tourism products for different markets.

Second, do a good job in tourism marketing planning. Tourism administrative departments at all levels should conscientiously grasp the long-term planning and planning of tourism marketing in our province, clarify the objectives, tasks and specific measures of tourism marketing, and do a good job of implementation.

Third, carefully package tourism products. Hainan's tourism products are rich and unique. At present, efforts should be made to package special tourism products such as seaside vacation, marine tourism, cruise tourism, wedding tourism, rural tourism, forest tourism and leisure tourism, and carefully design special tourism routes to meet the needs of Chinese and foreign tourists.

Fourth, innovate tourism marketing methods. While doing a good job in traditional marketing methods, we should boldly innovate flexible and diverse marketing methods. On the basis of making full use of media publicity, going out and inviting in for promotion, we will strengthen the joint development of tourism and aviation according to the diversification strategy and innovation-driven strategy of the tourism market, deepen the international joint promotion of multiple stops in one journey, carry out joint promotion with international brand hotels, and implement the promotion of one country and one policy. Domestic promotion, focusing on special promotion for different products in different regions. It is necessary to strengthen the role of high-tech means such as network in tourism marketing and strive to achieve practical results in tourism marketing.

Fifth, increase marketing policy support. Tourism administrative departments should introduce policies and measures to encourage and support tourism marketing, reward travel agencies and other tourism enterprises that have made outstanding achievements in marketing, and optimize cruise tourism and aviation subsidy policies.

Sixth, improve the tourism marketing mechanism. Establish provincial tourism marketing centers, co-ordinate tourism marketing resources, and organize and guide the province's tourism marketing work in a unified way.

Seven, strengthen the training of tourism marketing personnel. Tourism administrative departments at all levels should take measures to conduct business training for marketing personnel of tourism enterprises and improve their business level to meet the needs of tourism marketing.