Hotel marketing, tourism marketing, hotel and tourism marketing

(1) Fully tap cultural products and launch tourism brands. We should focus on the development of large-scale tourism and entertainment programs with local cultural characteristics and appeal to both refined and popular tastes, as well as innovative products such as film and television creation with various themes, extend the tourism industry chain, deepen the tourism market, increase tourism benefits and build a good tourism brand.

(2) Improve the construction of talent team and cultivate high-quality talents. Talent construction is directly related to the sustainable development of tourism. Attach importance to the cultivation and introduction of tourism talents, and strive to organize a group of professionals who are good at tourism product research and development, tourism experience management, tourism plan planning, creative design of experience activities, tourism marketing and so on. Thereby comprehensively improving the professional skills and comprehensive quality of employees in the entire tourism industry.

(3) Strengthen the supervision of tourism enterprises and improve the service level. Strengthen the internal management of travel agencies, implement strict access system, reward the superior and punish the inferior, take quality rating as the starting point, encourage chain operation and network development, further guide travel agencies to become stronger, better and better, and build a new tourism business model oriented to consumer demand and paying attention to customers' basic points. Travel experience and making friends with customers are the supporting forces.

(4) Innovating tourism marketing methods and broadening the industry market. It is necessary to broaden the marketing channels of new media and strengthen publicity in mainstream media and tourist-intensive areas in major cities at home and abroad, such as using high-speed rail, airports and other crowd gathering places for publicity and promotion, and using new media such as Weibo, WeChat and Microfilm for marketing and promotion.

2. Hotel and Tourism Marketing Papers

Theme hotel is a concept introduced into the hotel industry in the second half of the 20th century. With the increasingly fierce competition in the hotel industry, the construction of theme hotels has become an international trend. The emergence of theme hotels provides new ideas for the development of hotel industry in China, which is an inevitable choice for the future development of hotel industry in China. This paper analyzes the problems existing in the development of theme hotels in China, and puts forward some countermeasures for the development of theme hotels in China. Keywords: theme hotel; Industry; Hotel; Brand. First, the basic theory of theme hotels. (1) Definition of theme hotel. The theme of the hotel is to take a specific theme as the main theme, with corresponding styles and decorations, to create a specific cultural atmosphere and let guests feel the unique style. The specific theme should not only be reflected in the appearance of the hotel, but also in all aspects of hotel services, and be presented to customers in a personalized way, so that customers can accept and naturally integrate into the unique cultural atmosphere of the hotel and fully experience and enjoy the relaxed and pleasant feeling. There is a high degree of freedom in the choice of themes, such as cities and nature; Culture; Myths, fairy tales, etc. (2) The soul of the theme hotel. The soul of a theme hotel is culture, and the culture here emphasizes a culture of products and services. From hotel stations and inns, to the modern standardized hotel period, and now to the personalized development, hotels, as the carrier of providing accommodation and other related services for travelers, have gone far beyond the concept of providing simple accommodation for travelers in the initial stage. With the development of standardized hotels, the service quality of hotels has been greatly improved. At present, the service level of the hotel has become the basic requirement of the guests. The expectation of hotel guests has changed from simple accommodation to high-quality products and services. At present, the expectation of hotel guests is to be a guest experience when staying in the hotel. An experience beyond their daily life is culture. Second, the development trend of foreign theme hotels. (1) The hotel has a large scale and a high degree of collectivization. Some foreign theme hotels are large in scale and have a large number of rooms, such as 5005 meters MGM Hotel and 6000 Venice Hotel. Wayne owns Belladji Hotel, Dream Hotel, Treasure Island Hotel and Wayne Las Vegas Hotel in Las Vegas. In addition, Circus Hotel, Sword Hotel, Pyramid Hotel and Mandali Bay Hotel are all invested and built by Circus Group. (2) Pay attention to creating and highlighting water elements. Foreign theme hotels transform the surrounding environment of the hotel to make it echo the theme of the hotel. This can create a good theme experience environment for customers and make them feel the unique charm of the theme culture. In the process of shaping the experience environment, hotels have a special liking for water, either setting water around the hotel or highlighting the existence of water inside the hotel. (3) High entertainment and experience. Most foreign theme hotels emphasize entertainment programs. There is a special theater in the hotel, which can perform special entertainment programs. Some programs are performed by professional actors, while others are highly effective. These programs have fixed performance time to attract tourists' attention. Many hotels have built theme parks to enhance the customer experience in the hotel again. The theme park has a strong sense of experience, which makes up for the shortcomings of the hotel's existing products, so it can meet the customer's experience needs well. 3. Analysis of the problems existing in the development of theme hotels in China. (a) The theme is nothing new. Although many hotels have a theme, most of them have seen other hotels successfully adopt this theme, so it is nothing new to imitate and rebuild. They blindly follow the gourd painting gourd ladle, repeat the construction seriously, waste resources but can not achieve good results, and can not improve the sales rate of rooms. Many theme hotels see the successful cases of other hotels and copy them directly, but they can echo each other with their own local resources, so this kind of theme hotels is not strong. (2) The cultural charm is thin. Some hotels choose a theme with weak cultural charm, which does not reflect the advantages of theme hotels. They just call themselves theme hotels to attract guests.

Not all themes will bring a large number of tourists. They should be attractive to the target group and have certain cultural connotations, so that they are not empty themes. Culture is particularly important in the theme of the hotel. Without the carrier of culture, it is difficult for theme hotels to develop. (3) Weak marketing methods. The marketing method of theme hotels is simple, which can't attract tourists to the maximum extent, resulting in a large number of rooms being idle. At present, the domestic hotel marketing mode is relatively single, and there is no multi-faceted marketing mode. There are few theme hotels for marketing, and even fewer theme hotels with their own websites. Most of them are telemarketing and recommended by travel agencies.

20 10-20 10 all aspects of tourism management have cultural factors, which are characterized by differences, times, guidance and inheritance.

The above characteristics of cultural factors will have an important impact on tourism subject, tourism object and tourism intermediary.

Cultural factors play a role in the development of tourism. Therefore, the development of tourism and tourism marketing activities must fully consider and make use of the role and characteristics of cultural factors.

3. Hotel and Tourism Marketing Focus

Tourism marketing has the following ways:

First, experience marketing.

Marketing includes browsing experience, sensory experience, interactive experience and trust experience, which means that tourists can feel the pleasure of traveling in the play experience, thus creating a beautiful intuitive impression.

Second, network marketing.

Promote links through major travel platforms and share them with more people.

Third, integrated marketing.

That is, integrate related industries for marketing promotion, such as scenic spot catering, hotel accommodation and joint marketing promotion.

Four. Interactive marketing

That is, the interaction between scenic spots and tourists, such as planning and organizing a current hot spot in a scenic spot according to the actual situation of tourists, so that tourists can produce * * * sounds, thus generating interaction.

4. The main psychological process of hotel and tourism marketing consumers.

Courses offered by tourism management majors: management, economics, business administration, introduction to tourism, tourism management, tourism policies and regulations, travel agency business, travel agency management, tourism geography, tourism psychology, tourism economics, travel agency operation and management, tourism marketing, tourism English, tourism accounting, hotel management, hotel catering, introduction to tourism, tourism culture, tourism development and management, scenic spot planning and management, tourism safety, The main practical teaching links of human resource management, eco-tourism, tourist sources, regional overview, tourism financial management, tourism project management in tourism enterprises, tourism information system and microeconomics include tourism industry survey and tourism enterprise internship, which are generally arranged in 10- 12 weeks. Employment Orientation Graduates majoring in tourism and leisure management can engage in tourism economic management and enterprise management in tourism administrative departments, travel agencies, tourist attractions, tourism consulting companies, tourism e-commerce enterprises, tourism planning institutions and theme parks; Or a self-employed person in the tourism and leisure industry. Details are as follows: 1. The employment of the staff of the tourism administration department shall be carried out through the way of civil servants. The specific process includes online registration, on-site registration, written interview, physical examination, list publicity and other links. Employment units include provincial, municipal and county tourism bureaus and their subordinate enterprises and institutions. The specific location of each unit is determined as required. Please refer to the civil servant enrollment brochure of that year. 2. The functional departments of travel agencies are divided into: business department, plan adjustment department, reception department, tour guide department, liaison department and finance department. Business department: responsible for the marketing planning of travel agency products, the travel agency business such as soliciting groups and ground contacts, and the organization and marketing business of conferences and small and medium-sized exhibitions; There are main positions such as manager, assistant, secretary, group and ground connection. Plan adjustment department: specifically operate the business of travel agencies, including designing tourist routes and quoting prices. Reception department: receiving guests and other visitors. Department: arrange tour guides to take the group. A tour guide needs a tour guide card. External relations department: the spokesperson of foreign travel agencies, who often go to other cities to promote travel agencies. Finance Department: Responsible for all fund operations of travel agencies, and the staff should have certain accounting knowledge. 3. The main business of tourism consulting company includes: outbound tourism consulting, domestic tourism consulting, tourism management specialty, tourism intermediary, business investigation consulting, immigration study consulting, hotel reservation all over the country, tourism (business) vehicle reservation, conference and exhibition, tourism consultant, tour guide training service, etc. With the National Professional Standard for Tourism Consultant Training, the National Vocational Examination Outline for Tourism Consultant Training and the Textbook for Tourism Consultant Training Examination passing the expert evaluation of the National Vocational Qualification Training and Appraisal Experimental Base, the training of tourism consultants has been tested and evaluated nationwide. According to the person in charge of Tianjin Tourism Consultant Certification Center, the average salary of the first batch of 100 students in Chengdu during the probation period is 2385 yuan. Tourism consultants are divided into assistant level and division level, and take the national unified examination after training. After passing the examination, he will be awarded the certificate of tourism consultant of the National Vocational Qualification Training and Appraisal Experimental Base, and his personal data will be entered into the China Tourism Consultant Network and the National Vocational Qualification Training and Appraisal Experimental Base Network. The first national unified examination for tourism consultants in 2008 will be held on June 22nd, and tourism consulting will become the hottest new occupation. 4. Tourism e-commerce enterprise tourism is considered to be one of the industries with the strongest sensitivity to the Internet. Together with finance, software and online bookstore, it is called the four industries most suitable for operating on the Internet. It can be seen that the development prospects of tourism e-commerce enterprises are promising. The main business scope of tourism e-commerce enterprises includes providing tourism information and booking hotels.

6. Tourism Marketing Planning Enterprise The emerging tourism marketing planning enterprise is a marketing planning enterprise that has expanded from the marketing planning work of the original travel agency business department to an independent tourism market. It is a new tourism industry produced by the new division of labor in the process of tourism development. Including the marketing planning of tourist attractions, large-scale tourist performances, large-scale tourist activities, tourist routes and tourist destinations; Also engaged in the organization and marketing of exhibitions. They are the bridge between tourism demand market and tourism supply market, providing tourists with tourism consumption products and their combinations (entities and information) and groups (entities and information) that consume tourism products and tourism destinations; The popularity of some large-scale tourism products in the market is not unrelated to the operation of tourism marketing planning enterprises, such as a large-scale live song and dance "Impression of Liu Sanjie". As a new tourism marketing planning enterprise, it has a huge business volume and capable personnel. Employees are required to have high academic qualifications, understand the development status of tourism enterprises, understand the trend of tourism consumption, have high communication and immediate response ability to market changes, and have good team spirit and integrity. Most tourism planning enterprises have e-commerce business. 7. Graduates of tourist attractions can engage in the management of tourist attractions. National Tourism Administration's Report on the Development of Tourist Attractions in China in 2005 shows that by June 5438+ 10, 2005, there were about 20,000 tourist attractions in China, including 140 1 one, national key scenic spots 177 and national nature reserves. Scenic spots in the United States form half of China's tourism industry. These scenic spots are all over the country, and any kind of scenic spots is the way out for employment. Therefore, many scenic spots have created good opportunities for the employment of tourism and leisure management majors. 8. Theme park graduates can engage in the management of theme parks. Theme parks are divided into paradise type, folk type, historical type, concentrated landscape type, science and technology type, etc. There are Happy Valley, Sea World, Ice and Snow World, etc. Folk customs include folk culture villages and ethnic culture villages. History such as Song Cheng in Hangzhou, Tang Cheng in Wuxi and Three Kingdoms; Guangxi's paradise, Xanadu, fool's paradise, etc. Window of the World, splendid china and other concentrated landscapes. Dinosaur museum, space science center and other technologies. 9. Graduates of tourism and leisure clubs can be engaged in the management of golf clubs, fitness clubs, rock climbing clubs, beaches, desert sand sliding clubs and other industries, as well as the management of bars, KTV and other entertainment places. In addition to the above-mentioned traditional clubs, small and medium-sized clubs, houses and bars have appeared in some large and medium-sized cities or tourist destinations, such as pottery clubs, batik bars, fishing clubs and cooking clubs. 10. tourist resort tourist resort is a tourist place integrating entertainment, accommodation, catering, dance halls, conference halls and large parking lots. With beautiful environment and complete facilities, it is a good place for holiday and leisure travel, and it is increasingly favored by tourists. Graduates majoring in tourism and leisure management can engage in the management of tourist resorts. 1 1. With the rapid development of tourism in tourism vocational secondary schools and vocational secondary schools, there is an increasing demand for grassroots tourism talents. Tourism vocational secondary schools, tourism vocational secondary schools or tourism classes in vocational secondary schools and middle schools have developed rapidly, and engaging in tourism vocational education is also a good choice for tourism graduates to find jobs. 12. Self-employed tourism in the tourism and leisure industry involves various personalized souvenir shops, tourist inns with economic characteristics, bars and teahouses with cultural taste, flavor catering and snack industries, the aforementioned pottery bars and batik bars, gardening bars that teach flower planting and bonsai making, flower bars that arrange flowers, photography bars, etc. It is possible to engage in self-employment in tourism and leisure industries in cities and tourist destinations.

13. Go to the countryside and participate in the development of rural tourism and leisure industry. The development of urbanization and the acceleration of new rural economic construction have promoted the development of rural tourism and leisure industry, especially around big cities. Experts such as Professor Liu Deqian, editor-in-chief of 755-79000, predict that rural tourism will soon occupy half of China's tourism industry in the United States. The vast number of rural tourism talents are extremely scarce, and the rural tourism and leisure industry is a vast world for tourism graduates to display their talents. Participate in rural tourism development, manage rural tourism hotels, conduct rural tourism marketing planning, organize rural tourism commodity production and operation, or engage in rural tourism secondary vocational education and tourism skills training. Adjust measures to local conditions; It can be entrepreneurship, such as organizing rural tourism marketing planning enterprises, raising funds with local farmers to run rural tourism leisure enterprises, and leasing rural tourism resources to set up small and medium-sized rural tourism enterprises; It can also be used in rural tourism and leisure enterprises.