SWOT Analysis of Travel Agency Management under the Implementation of Travel Agency Regulations

Advantages of China Business Tourism Market

The market scale is increasing year by year. China has the largest number of civil servants in the world, and the business travel generated by various meetings, inspection and research activities every year has formed a big market. If the average person travels three times a year, the total amount of business trips in the whole year can reach 654.38+0.2 billion person-times. American Express survey shows that China will become the third largest business travel market in the world in the next five years.

The income of business tourism market is stable. Because business travel is oriented to business or other specific activities, it is usually planned in advance and the activities are repetitive. This has formed the stability characteristics of business tourism. In addition, the repetition of commercial activities produces stable tourist flow and income, and there is no obvious difference between seasonality and off-season.

The lucrative consumer composition of the business tourism market determines that the proportion of self-funded business tourism is not large. The expenses incurred by business tourists are determined according to the internal regulations of the organization or the level standards of business activities, and the price factor is not the decisive factor. Therefore, compared with leisure tourism, its consumption capacity is higher, and the profit rate of business tourism is as high as 20% ~ 30%, which is much higher than that of ordinary leisure tourism.

Disadvantages of China's business tourism market

Business tourism awareness of enterprises is weak. China enterprises really can't distinguish between business and formal tourism projects. Although the travel agency was designed and planned according to business travel before the trip, it later became a simple routine tour. Enterprises also think that travel agencies are just scenic spots guides. Enterprises and travel agencies have not formed a * * * understanding, and the corresponding market rules have not been formed.

The lack of specialization in the business tourism market is the weakness of developing business tourism in many cities in China, and it is an unavoidable threshold in the development of business tourism. Experts believe that business tourism is very systematic and needs not only mature and professional tourism companies to operate, but also relevant policies, matching tourism resources and infrastructure construction. At present, there is a lack of professional business tourism companies in China. As a new branch of tourism, business tourism has no fixed and fully functional professional cities in China to match it.

Opportunities in China Business Tourism Market

The macro-economic environment of business tourism is good, and the rapid growth of China's economic aggregate will promote the further growth of regional economic competition and cooperation and generate internal vitality for the expansion of business tourism market; The increasing foreign economic and trade exchanges provide realistic demand for the development of business tourism; The influx of foreign capital reflects the acceleration of China's economic integration into the world economy, which provides more and more room for the development of business tourism in China. The good development trend and further development requirements of China tourism have fundamental requirements for the development of business tourism, and business tourism will play its due role in optimizing and improving the overall quality of tourism in China.

Government support In order to build a strong tourism country, our government has been vigorously supporting the development of tourism and related industries. The government has also made great efforts to improve infrastructure such as transportation and communication, and colleges and universities have also trained a large number of tourism talents.

The tourism market has broad prospects. China has frequent business contacts with foreign countries. The successful bid for the 2008 Olympic Games and World Expo has attracted many business tourists. Under the background of vigorously developing education and science and technology, regional and national academic exchange activities are increasing. According to the statistics of Wan Fang Data Company, there are more than 1000 national academic conferences and countless regional academic conferences every year, and the academic market is developing very rapidly.

Challenges of China Business Tourism Market

Competition in the business tourism market has intensified, and more international tourism giants have rapidly entered the China market. They have gained high popularity through long-term accumulation in this field. Just like the success of foreign consulting companies in China, they have unparalleled advantages in developing the high-end business tourism market in China. American Express, Rosen? Bruce and other major professional business travel service companies in the world have set foot in one after another; At the same time, Marriott, Intercontinental and other internationally renowned hotel management groups have also announced their entry into the China business travel market, and the competition in the domestic business travel market will become more intense.

Domestic tourism enterprises are inexperienced. Most travel agencies in China provide a series of tourism products designed by themselves under the constraints of their own resources, which has the characteristics of non-customization. Business tourism is not only constrained by the travel agencies' own resources, but also needs to provide business tourism consulting services to customers and provide tailor-made tourism products at the request of customers. Customization is its main feature, while traditional tourism enterprises lack ideas, talents and experience.

Enterprises and institutions are strengthening the control of business travel expenses. With the rapid increase of business travel expenses, enterprises increasingly need to provide professional services and the widest range of tourism consulting services, so that business travel can achieve higher cost performance. Many large enterprises have established a travel system, and the financial management atmosphere has expanded from private enterprises to government departments. It is the general trend to control finance through corporate travel management.

Strategic choice of business tourism market in China

Attach importance to "personalized" demand

With the progress of society, people like to publicize their individuality more and more, and personalized tourism products are becoming more and more popular. At present, the business travel market is dominated by individual travelers. In view of the characteristics of business tourists, such as strong spending power, insensitive to price, concentrated consumption structure and great demand for modern office equipment, China Travel Agency can provide some tourism products with relatively high prices but distinctive and personalized services for them to choose freely. At the same time, we should pay attention to the influence of cultural differences on business tourists, provide differentiated business tourism products and services with local cultural flavor for business tourists with different cultural backgrounds, fully meet the needs of tourists, and improve the development and reception level of business tourism in China.

Fully participate in company travel affairs.

The actual situation of business tourism market makes marketing promotion different from general tourism products. The buyers of business tourism are enterprises, and consumers are employees. Purchase and consumption are separated. This attribute determines that the deep-seated goal of business tourism market development is not superficial articles such as booking air tickets and rooms, but to enter the enterprise management level. By investigating the travel management policies of enterprises and making suggestions, we can formulate reasonable plans and management processes, assist enterprises in group buying and effectively control costs, and act as strategic partners and travel consultants of enterprises. The key to promotion lies in improving the management of enterprises.

Accurately Positioning and Cultivating Characteristic Products

Enterprises should attach importance to market positioning and product positioning, focus on the advantages of local tourism resources, identify local characteristics, pay attention to cultural differences, form their own characteristic products, tap customers, gradually form their own customer base, improve and optimize products, and consolidate market share. In the international business tourism market, we should focus on providing high-quality products and gradually form a brand. The so-called high-quality products are to achieve and form a smooth service chain, form a reasonable industrial cluster, form a sustained commercial promotion, and form a profound commercial connotation; Domestic business tourism is still a developing market with great development space. We should quickly introduce advanced business concepts, actively seek customers to establish relationships, and use CRM (Customer Relationship Management System) to implement relationship marketing to improve business level. At the same time, we should avoid vertical direct competition with peer enterprises in business, analyze the characteristics of domestic general business market, government market, academic market and other markets, combine our own advantages, conduct accurate hierarchical positioning, and design marketable business tourism products in a targeted manner.

Start from the high end through joint venture.

We should cultivate the leading enterprises in China's business tourism market in time, and through these enterprises to integrate the business tourism market structure, we can adopt the joint venture model to form the complementary advantages of both sides. Large foreign travel agencies have their own mature business tourism operation modes, and specialized talents are also the scarcest resources for domestic tourism enterprises, which is also the advantage of foreign businessmen. The combination of the two can establish a domestic business framework in the shortest time.

Training professionals

Because the domestic business tourism market started late, but the scope of business tourism is very wide, so the ability and experience of professionals are required to be higher than that of traditional business. However, the business tourism market of China travel agencies is still underdeveloped, and the executives of a few joint venture travel agencies are basically foreigners. If China travel agency wants to occupy a place in the business tourism market, it should reserve high-end talents as soon as possible, at the same time, it should pay attention to increasing publicity and gradually establish a goodwill foundation.

Thirty-six plans for tourism marketing

Summary of marketing theory

Marketing is a social process, in which individuals and groups get what they need by creating and exchanging products and values with others. The key is to find out the needs and aspirations of the target market and meet their expectations more effectively and efficiently than competitors. (A) the importance of tourism marketing

As a conscious business practice, marketing concept is carried out under the guidance of certain business concepts. It is a kind of orientation and concept of enterprise marketing activities. The concept of marketing is not fixed, it is produced and formed on a certain economic basis, and develops and changes with the development of social economy and the change of market situation. Whether the marketing concept is correct or not is of decisive significance to the success or failure of scenic spots and enterprise management, and also has a great relationship with the success or failure of enterprise marketing management.

Facing the tourism industry in the 2 1 century, to form a strong market competitiveness, we must do a good job in image, marketing and product, integrate resources, create an atmosphere, carefully plan, strongly market and create demand. We should establish a long-term and two-way interactive relationship with consumers, especially in marketing power. It is also necessary to flexibly use the IMC concept, change the focus of marketing thinking, from 4P (product, price, promotion, channel) to 4C (customer), and establish an outside-in marketing planning model.

Experience shows that it is realistic for scenic spots to spend about 10% of ticket revenue on marketing. It is also necessary to add new facilities when it is particularly needed. (B) the five stages of tourism marketing

In the past twenty years, I think the concept of tourism marketing can be simply divided into the following five stages, namely, the evolution from production concept, product concept, marketing concept, marketing concept and social marketing concept.

In the past 20 years, the concept of tourism development in China has gone through four stages, namely, resource orientation? Market orientation? Product orientation? Marketing drive. The first stage is the rising stage of tourism. At that time, the commodity economy and market concept had not yet formed, and the tourism market was in the seller's market. The starting point of developing tourism is often to determine the construction of tourist areas (spots) and the matching of related tourist facilities according to the quantity and quality of tourism resources. The second stage is the stage of marketization. At this stage, there is a debate in academic circles, that is, what is the relationship between resources and market? At present, the consensus view is market-oriented, but the basic role of resources can not be ignored. The third stage is a comprehensive stage of integrating resources, markets, products, image planning and marketing, which can be called product-oriented stage. Starting with analyzing and studying the market, subdividing the market and determining the target market. According to market demand, resources are screened, processed or recreated. If there are no resources, we can plan and create according to the market and local economic and technological strength, and then design and produce marketable tourism products, and then push them to the market through various marketing means. Its core idea is "market-resources-products-image-market". At present, tourism workers and researchers have introduced tourism identification system into the comprehensive development of tourist destinations (scenic spots), paying more attention to the role of tourism image design in the development of tourism, paying attention to the construction and improvement of visual identification system (VIS), strengthening the marketing function of scenic spots and increasing their competitiveness in the tourism market.

(1) In the early days of reform and opening up, overseas tourists flocked to China, and the demand for tourism was in short supply. The "production concept" of "fixing sales by production" is popular in tourism development, that is, "I will sell whatever I can produce". Its slogan is "I will sell what I have", so "selling creativity" has become the main business philosophy of the enterprise. (2) Product concept orientation Product orientation holds that providing first-class products and services is the core of tourism enterprise management, because customers like high-quality products and services. At this stage, high-grade tourist attractions, fast and convenient transportation, luxurious and comfortable hotels, delicious food and standardized and enthusiastic service are all reflected. However, operators often ignore the market demand and its changes. (3) Marketing concept-oriented marketing orientation holds that tourism enterprises should not only provide good quality products and services, but also organize personnel to actively go out and sell, especially scenic spots, which have many choices and strong substitutability and need to be actively sold. However, products that are not eager for correct supply and demand, or even surplus outdated products, are difficult to sell even if they have great skills. The promotion effect of China's pure sightseeing products in the international market is not good, just because many local products are aging, and it is difficult to promote them. (4) Marketing concept orientation With the change from seller's market to buyer's market, the customer-centered marketing consciousness is impacting modern tourism. It is a kind of enterprise management philosophy that appears in the challenge of the above three orientations. Marketing orientation holds that the key to enterprise management is to correctly determine the target market, and its marketing concept and production concept are reversed-what customers need, enterprises will provide what products and services. The marketing concepts such as the customer is God, the customer is supreme, the customer is the food and clothing parents, and the customer is always right are often seen in tourism slogans. (5) Social Marketing Concept The economic benefits of tourism must be closely related to the interests of the whole society and all mankind. The resource destruction and environmental pollution caused by tourism development and development should not be taken lightly. Build green scenic spots, green hotels and green transportation, and implement ISO 14000 environmental certification system.

(C) Development trend 1, from following marketing to creating marketing

From 1 979 to 1 980 Since the marketing theory was reintroduced to China, many enterprises have made great progress from not knowing what marketing is to widely using marketing principles and strategies to guide practice. After more than ten years of marketing practice, China's marketing is mainly follow-up marketing. Enterprises follow the market for marketing activities, and the market demand changes, so does the marketing activities, that is, "follow the market". Follow marketing to make enterprises passively adapt to the market. Often before the production or sales of enterprises, the market demand has become clear, and even there has been a trend of "snapping up", so that the production and sales of enterprises are always half a beat slower than the market demand. With the rapid change of market demand and the increasingly fierce market competition, many enterprises feel that "following the market" is no longer feasible. Only by walking in front of the market can enterprises survive in the competition, that is, enterprises "lead the market" and change from following marketing to creating marketing. Creative marketing is to meet people's subconscious, vague and ambiguous needs consciously, clearly, explicitly and realistically through marketing, which is an initiative to adapt to market demand. Therefore, creative marketing is to better carry out marketing activities according to the development trend of market demand, so that the production and sales of enterprises can keep a "quick half-shoot" state with market demand, thus firmly grasping the market initiative. According to the marketing concept, the key for an enterprise to achieve its own business development goals lies in correctly determining the needs and desires of the target market, and delivering what the target market expects to meet more effectively and favorably than competitors. Simply put, it means "be familiar with your market and satisfy it better". Its slogan is "I will sell what consumers need" and provide products that you can sell. 2. From single marketing to integrated marketing, the basic meaning of integrated marketing communication theory is "when making a comprehensive communication plan, fully understand all kinds of communication means that bring added value, such as general advertising, direct advertising, promotion and public relations, and combine them to provide information with good clarity and coherence in order to maximize communication influence." Consumers' understanding of a company and its brand comes from the synthesis of all kinds of information they are exposed to (including media advertisements, prices, packaging, point-of-sale arrangements, promotional activities, after-sales service, etc.). The purpose of integrated marketing communication is to make all the marketing activities of the company spread "one-on-one" to different consumers in the market, and form an overall and comprehensive impression and emotional identity. This process of building a relatively stable and unified impression of consumers is the process of building a brand, that is, the process of building brand influence and improving brand loyalty. "When promoting products, we should pay attention to resources and all-round three-dimensional packaging, including inviting experts and news media to do it together." "To be a market, you must be patient. Maybe there will be a lot of investment in front, but after persistence, the income will be very rich. " Ideas+fully realize ideas+partners who realize ideas. 3. From "turbid" marketing to green marketing, tourism was originally called pollution industry, and environmental protection did not attract enough attention. In recent years, the rise of green marketing in foreign countries has aroused great concern in China's business circles. With the implementation of China's sustainable development strategy, green marketing has been adopted by more and more enterprises. Green marketing is a kind of marketing aimed at protecting the environment and reducing pollution. It requires enterprises to organically combine market demand, environmental protection and enterprise interests. In the marketing process, they should not only safeguard their own interests, but also bear the social responsibility of protecting the environment. Green marketing is a complicated marketing process, which needs to collect green information, seize green opportunities, find green demand, draw up green plans, set green prices and carry out green promotion, but the core is to develop green products. Green products are pollution-free or pollution-free products. 4. From tangible marketing to image marketing In today's fierce competition in the tourism market, image building has become the key for tourism destinations to occupy the commanding heights of the market. The immovability of tourism products determines that tourism products can only be recognized by potential tourists by relying on the spread of images, thus generating tourism motivation and finally realizing tourism plans. Foreign tourism research shows that image is one of the most critical factors to attract tourists, and "image" makes tourists have a sense of pursuit, which in turn drives tourists to go. Image building is of great significance to the sustainable development of tourism. Most successful tourist destinations have unique and charming tourist images. The successful experience of tourism development in developed countries is to shape the overall tourism image. The development of tourism pursues a way of promoting the market by taking the whole rather than several scenic spots as tourist attraction factors and relying on the image to attract tourists. Singapore and Hong Kong are successful examples of focusing on image building to make their tourism industry win. Tourism image refers to tourism destination, including the overall impression of its tourism activities, tourism products and services in people's minds. Regional tourism image planning is a brand-new image recognition and marketing system based on the understanding of the traditional meaning of tourist destinations and scenic spots under the background of the rapid development of domestic tourism (accompanied by strong market competition) inspired by enterprise CI planning, promoted by advertising industry. 5. From confrontational marketing to cooperative marketing, the traditional marketing concept always regards competitors as enemies. This concept often leads to both losses. Looking back on the marketing in China for more than ten years, the phenomenon of antagonistic marketing is quite common. For example, the same industry, similar products, you engage in special sales, I also engage in special sales; You produce a product, and I also produce it; You promote your product well, I say mine is better than yours, and so on. In fact, "life and death" is not the only way to compete in the market. "* * * Save * * Rong", hand in hand is a better "living method". In recent years, some scenic spots in China have begun to change from confrontational marketing to cooperative marketing. They regard their opponents as friends and partners, and cooperate with each other, promote each other, improve each other and develop together in the market competition. Such as the Southwest Golden Tourism Circle.

Secondly, it briefly introduces the related theories of tourism marketing.

1. The psychological needs of tourists are comfort, well-off and novelty. They like familiar tourist destinations, inaccessible tourist destinations, familiar tourist activities, fresh experiences and new fun, sunny entertainment places, novel tourist destinations, small activities and big activities. They like to go to tourist destinations by bus, plane and plane. Well-equipped, family-style hotels and tourist shops, as long as ordinary hotels, do not have to attract tourists to modern hotels and shops. All schedules should be arranged in advance, requiring basic arrangements, leaving more autonomy and flexibility, preferring familiar atmosphere and familiar entertainment activities, less exotic, and enjoying meeting and talking with people from different cultural backgrounds.

Obviously, a comfortable and well-off person strongly demands the predictability of life, and his customary practice is to take a bus to his familiar tourist destination. His greatest motivation for traveling is to rest and relax. His ideal trip is orderly and arranged in advance. But people who pursue novelty-seeking personality are different. Their customary practice is to take a bus to a tourist destination that others don't know. He likes flying, is exotic, enjoys new experiences and avoids the sameness. For a long period of time, people with happy and well-off personalities will follow the footsteps of those who seek new personality and flock to the places where those who seek new personality have passed.

B. Incentive: When people perceive a long distance, it may not only prevent the occurrence of tourism behavior, but also encourage the occurrence of tourism behavior. Long distance stimulates people's travel behavior, especially sightseeing. Use this principle to explain some people's travel behavior. For example, American tourists are more likely to choose Tahiti than Hawaii when economic conditions permit. Although tourists can participate in basically the same activities and have the same fun on the two islands, Tahiti is far away, which makes it more attractive.

Therefore, compared with China's major overseas markets and coastal areas with high tourism capacity, the overall location of the western region is relatively remote, which is a negative factor for its tourism development. But at the same time, distance produces beauty and attraction. If the traffic is increased and properly publicized, it can produce a good incentive effect.

Law of environmental factors 1: Choose the most famous tourist destination: well-known tourist destinations are often more scarce than less well-known tourist destinations, and the greater the scarcity people eliminate through tourism, the greater the amount of information they get. Rule 2: Choose a tourist destination whose natural environment and human environment are quite different from the place of residence. That is, differences generate attraction, contrast is resources, and differences are attractions.

Life cycle theory and

Stage marginal income theory

Because tourism development has a life cycle of emergence, development, maturity, decline and extinction, planning is not only to promote development, but also to achieve the purpose of sustainable prevention and prevent the decline of tourist destinations. During the planning period, the planning and development measures in each stage have their own emphasis.

Phased measures for systematic planning of tourist destinations

Stepped core lifting measures

Increase the attraction of tourism, enrich the landscape structure, and strengthen the construction of scenic spots (districts) in the growing period.

Improve the structure of tourism products, improve the behavior structure of tourism activities, and formulate reception service measures during the development period.

The key measures to subdivide the market structure and highlight target marketing in the mature period are realized through the inclination of investment structure. The staged investment structure in tourism system planning has the following characteristics: (1) In the growth period of tourism development, the marginal revenue of scenic spot construction ((Bs/(Is)) is the largest, the marginal revenue of facilities to be served ((Bo/(Io)) and the marginal revenue of marketing ((Bm/(Im)) are the largest in the next development stage; (2) With the development of scenic spots (districts), while paying attention to the construction of scenic spots (Is) and reception facilities (Io), the investment is gradually inclined to marketing (Im) to pursue the continuous expansion of marginal income ((BM/(IM)); (3) The adjustment of investment structure should be closely related to the whole social economy and market.

yield

The Inverted "U" Curve of Tourism Sustainable Development and the Income of Investment Process (Taking Liu Weiqiang and Chen Chuankang as Examples)

Especially the tourism system planning based on artificial landscape structure, because of its close relationship with the market, has great flexibility in the scope and cycle of its planning focus conversion. The focus of its sustainable development planning is often to improve the tourism activity structure and market structure, so strengthening the design, organization and marketing of tourism activity projects is its key.

SWOT analysis (strengths, weaknesses, opportunities, threats)

Tourism destination marketing (regional image business card)

Third, practical means and case analysis (36 schemes of tourism marketing)

1. Six One Project of Destination Marketing (Urban Marketing and Scenic Spot Marketing)

Tourism marketing six-in-one project, a good slogan, a good guide map, a good travel brochure, a good scenic spot film, a travel song and a good travel logo.

2. Regional marketing:

Magical west, brand-new look, characteristic tourist base

China Mijing Alxa League

3. Urban advertising marketing

Weihai city image advertisement: China came first, and then Yunnan, Shandong, Ningxia, Heilongjiang and Huangshan all made TV image advertisements.

4. Slogan marketing

"The park of the world, Switzerland, Switzerland or Switzerland", "Hawaii is a smiling island, where the sun is shining" and "Exploring the life of Mahatma Gandhi" ... In recent years, foreign travel advertisements are overwhelming and colorful, while China is still silent. Although there are "please enjoy" on TV, scenic spots in newspapers and magazines, and places of interest on traffic maps, most of them are shy and don't show it. As for street outdoor travel advertisements, there are even fewer. While attaching great importance to the development and utilization of tourism resources, it ignores the propaganda role of tourism advertisements in improving the visibility of scenic spots.

There is a poem in Yuan Mei in the Qing Dynasty: "Jiangshan also needs the help of great men, and deified painters draw pictures." Although scenic spots should rely on their own tourism resources and be properly developed, advertisements are also indispensable. In the squares, streets and docks of some cities, huge landscape paintings stand, showing charming tourist scenery. Although it provides people with pleasure and fun subjectively, it also plays the role of outdoor advertising objectively, making these scenic spots more famous and prompting people to have a desire to travel. For example, Zhangjiajie in Hunan and Jiuzhaigou in Sichuan were unknown more than 20 years ago, but they became popular after being smeared by famous artists. Many places are rich in tourism resources, such as Kunlun Mountain in Qinghai. Due to the lack of necessary advertising, it is still "boudoir ignorance".

At present, as a new economic growth point, tourism is in the ascendant, and its development cannot be separated from advertising. This kind of publicity not only needs to be widely publicized through radio and television, newspapers and magazines, but also should take to the streets and lanes to make it deeply rooted in the hearts of the people.

Step 5 travel caravan

Adjust the ideas of innovation promotion, give full play to advantages and expand the promotion results.

First, we should strengthen the promotion of caravan image. To a large extent, it depends on the vivid image propaganda of the caravan. Caravan promotion is a new attempt to promote sales. It not only allows tourists to understand the tourism of a place conceptually through tourism publicity materials, but also feels the charm of local tourism from the image through the concrete and tangible artistic enjoyment on the spot. This dynamic promotion method is worth promoting vigorously, and the forms can be more diverse. In addition to China's traditional dramas and song and dance performances, you can also organize acrobatics, puppets and performances by ethnic minorities. Caravan promotion should pay attention to the combination of professional promotion and square public promotion, the combination of overall image promotion and key tourist areas promotion, and the combination of landscape and human landscape optimization route configuration.

Second, we should give full play to the role of other associations in promoting sales. The United States is a place where overseas Chinese live in compact communities. Fujian, Guangdong, Shanghai and other hometown associations are all over the United States. It is a bridge between all classes in the United States and those in China. It is suggested that in the future, a batch of tourist materials will be sent to the hometown association regularly every year, and they will be entrusted to distribute publicity.

Third, use Chinese restaurants and fast food restaurants to strengthen publicity and promotion. It is suggested to send tourism publicity materials selectively to Chinese restaurants and fast food restaurants in major cities and highways, and ask them to forward them on their behalf.

Fourth, organize and encourage backbone tourism enterprises to regularly promote their business with large and medium-sized tourism wholesalers. Entrusted agent.

6. Celebrity marketing

South Korean President Kim Dae-jung personally advertised for South Korea after the financial turmoil. Sun Yue was introduced to China as the ambassador of Korean tourism image, and Yang Lan was equivalent to the ambassador of China Olympic tourism image. For example, Guilin and Xi 'an skillfully played the Clinton card and held a ceremony to enter the city. Another example is Mitterrand's big trip.

Celebrity inscriptions, calligraphy and painting, creativity, celebrity villas, celebrity parties, etc.

7. Festival marketing

Holding large-scale tourism promotion activities in large-scale activities is an effective way to quickly improve the visibility of destinations.

For example, Beijing International Tourism and Culture Festival, Shandong Weifang Kite Festival, Hebei Wuqiao Acrobatic Festival, Guangdong Meizhou Hakka Folk Song Festival, Fujian Ninghua Shibi Village World Hakka ancestor worship conference, Zhuhai Air Show, etc. Qufu, Shandong Province holds the International Confucius Tourism Culture Festival every year to promote tourism through festivals.

Now the whole country comes down every year, no fewer than hundreds. At present, the common problem is to do a good job in tourism articles of these festivals, vigorously publicize them, expand their influence, organize more tourists, and don't become a mere formality because of the annual grand event, which will reduce their influence. Grape Festival, Peach Blossom Festival, etc.

Last year, Lijiang, Yunnan held the "Seven-Star Cup International Cross-Country Challenge", which included the world's elite sports, including cross-country running, rowing, mountain biking, mountain climbing, etc., which attracted the world's attention and enhanced the international tourism image of its tourist area. In addition, the "International Invitational Tournament of Orienteering in Parks" held in Kunming World Expo Park last year also played a good publicity role.

The tourism theme of the National Tourism Administration this year is "Sports Fitness Tour". If it can be run by the "Silk Road" tourism consortium and hold the "Silk Road" international car rally every year, it will also be long-term and far-reaching for shaping the "Silk Road" international tourism brand.