Social Factors of Tourism Marketing What are the tourism marketing based on social and environmental factors?

1. What are the tourism marketing based on social and environmental factors?

The first is the macro marketing environment analysis.

[Population and environmental analysis]

It is the first element of the population market. The population directly determines the market scale and potential capacity, and the gender, age, nationality, marital status, occupation and residence distribution of the population also profoundly affect the market structure, thus affecting the marketing activities of enterprises. Enterprises should attach importance to the study of population environment, pay close attention to population characteristics and its development trend, and adjust marketing strategies in time to adapt to the changes of population environment.

1. Population analysis

Population is the basic factor that determines the market size. If the income level remains unchanged, the larger the population, the greater the demand for food, clothing, housing and transportation, and the greater the market. Marketing enterprises should first pay attention to the population and its changes in their countries or regions, especially the content and quantity of people's needs for daily necessities.

2. Population structure analysis

(1) age structure. Consumers of different ages have different needs for goods and services. Different age structures form a market with age characteristics. Understanding the demand characteristics of enterprises with different age structures can determine the investment direction of enterprise products and find the target market.

(2) Gender structure. Gender differences will bring about significant differences in consumer demand, which will be reflected in the market, and there will be male American product market and female American product market. Enterprises can produce marketable products according to the different needs of different sexes, formulate effective marketing strategies and develop larger markets.

(3) Education and occupation structure. Different education levels and occupations of the population show different tendencies to market demand. With the expansion of the scale of higher education, the education level of the population has generally improved, and the income level has gradually increased. Enterprises should pay attention to the changes of people. America needs newspapers, books and computers.

(4) Family structure. It is the basic unit of family commodity purchase and consumption. The number of family units and average family members in a country or region can directly affect the demand for some consumer goods. At the same time, different types of families often have different consumption needs.

(5) Social structure. The American population in China is mostly agricultural, accounting for about 80% of the total population. Such a social structure requires that enterprise marketing should fully consider the rural market.

(6) State structure. China is a multi-ethnic country. Different nationalities have different cultural traditions and living habits. Specific consumption needs in terms of food, clothing, housing, transportation and etiquette. Everyone has his own customs. Marketing enterprises should pay attention to the characteristics of national markets and develop products that are suitable for national characteristics and popular with ethnic groups.

3. Population distribution analysis

The geographical distribution of population is different, and the population density in different regions is also different. The population density varies from place to place, and the market size and consumer demand characteristics are also different.

At present, there is a prominent phenomenon in China, that is, the rural population flows to cities or industrial and mining areas, and the inland population flows to coastal economic open areas. Marketing enterprises should pay attention to the increase of consumption demand and the change of consumption structure in these areas. They should provide more marketable products to meet the needs of these floating population, which is a market with great potential.

[Economic environment analysis]

Economic environment is the main environmental factor that affects the marketing activities of enterprises, including income factor, consumption expenditure, industrial structure, economic growth rate, money supply, bank interest rate, government expenditure and other factors, among which income factor and consumption structure have great influence on the marketing activities of enterprises.

1. Consumer income analysis

The income factor is an important factor that constitutes the market, and it is even more important. Because the size of the market, in the final analysis, depends on the purchasing power of consumers, and the purchasing power of consumers depends on their income. Enterprises must study consumer income from the perspective of marketing, usually from

(2) per capita national income. This is the ratio of gross national income divided by the total population. This index generally reflects the level of people and determines the composition of commodity demand to a certain extent. Generally speaking, with the increase of per capita income, the demand and purchasing power of commodities will be great, and vice versa.

(3) disposable personal income. It refers to the remaining part of personal income after deducting various taxes paid by consumers and non-commercial expenses paid to the government, which can be used for consumption or savings, and it constitutes the actual purchasing power. Disposable personal income is the decisive factor influencing consumers to buy daily necessities.

(4) disposable personal income. Refers to the remaining part of disposable personal income after deducting the expenses for consumers to purchase necessities (such as rent, utilities, food, clothing, etc.). This part of income is the most active factor in the change of consumer demand, and it is also the main object to be considered when enterprises carry out marketing activities. This part of the income is generally used to buy high-end durable consumer goods, entertainment, education, tourism and so on.

(5) family income. The level of family income will affect the market demand of many products. Generally speaking, family income is high, consumer goods demand is large, and purchasing power is large; On the contrary, the demand is small and the purchasing power is small. In addition, we should also pay attention to the analysis of the actual income of consumers. Pay attention to distinguish between monetary income and actual income.

2. Analysis of consumer expenditure

With the change of consumers' income, the consumption expenditure will also change accordingly, and then the consumption structure of a country or region will also change.

(1) consumption structure. In 1857, ErnstEngel, a German statistician, discovered the regularity between the changes of consumer income and consumption structure.

Engel's coefficient. Engel revealed that this change in consumption structure is usually caused by Engel's coefficient, namely:

Engel coefficient = food expenditure/total household consumption expenditure.

The smaller the Engel coefficient, the smaller the proportion of food expenditure, the richer the life and the higher the quality of life; The greater the Engel coefficient, the higher the proportion of food expenditure, the poorer the life and the lower the quality of life.

Engel coefficient is an important parameter to measure the living standard of a country, region, city and family. From the s coefficient of Engel enterprise, we can know the current consumption level in the market, and we can also infer the trend of future consumption changes and its influence on enterprise marketing activities.

3. Consumer savings analysis

Consumer's saving behavior directly restricts the scale of market consumption and purchase. Under the condition of constant income, if savings increase, actual purchases will decrease; On the contrary, if the income used for saving decreases, the actual purchase will increase.

Residents' propensity to save is caused by changes in interest rates, prices and other factors. People save for different purposes, some for their old age and some for future purchases. Of course, the ultimate goal of saving is mainly for consumption. Enterprises should pay attention to the increase and decrease of residents' savings, understand the different motives of residents' savings, formulate corresponding marketing strategies and obtain more business opportunities.

4. Analysis of consumer credit

Consumer credit, also known as credit consumption, refers to a way for consumers to obtain the right to use goods through credit and then repay the loan on time to complete the purchase of goods.

Credit consumption allows people to buy goods beyond their actual purchasing power, creating more consumer demand. With the development of China's commodity economy, Americans and their consumption concepts have changed greatly, and the credit consumption pattern has gradually become popular in China, which is worth studying by enterprises.

[Analysis of Political and Legal Environment]

Political environment is an important macro-environmental factor affecting enterprise marketing, including political environment and legal environment. The political environment guides the direction of enterprise marketing activities, and the legal environment provides the code of conduct for enterprises. Politics and law are interrelated, and * * * influences and acts on the marketing activities of enterprises.

1. Analysis of political environment

Political environment refers to the external political situation of enterprise marketing activities. Whether it is a country or not, the political stability of the United States will have a great impact on the marketing activities of enterprises. If the political situation is stable and the people live and work in peace and contentment, it will create a good environment for enterprise marketing. On the contrary, political instability, sharp social contradictions and disorder will affect economic development and market stability. In marketing, especially in foreign trade activities, enterprises must consider the possible impact of political changes and social stability in the host country.

The influence of politics on enterprise marketing activities is mainly manifested in the principles and policies formulated by the national government, such as population policy, energy policy, price policy, fiscal policy and monetary policy. All these will have an impact on enterprise marketing activities. For example, the state stimulates the growth of consumption by lowering interest rates; Adjust the differential income of consumers and levy personal income tax, thus affecting people's purchases: prevent people from stimulating American consumer demand by increasing product taxes and taxes on commodities such as tobacco and alcohol.

In international trade, different countries will also formulate some corresponding policies to interfere with the marketing activities of foreign enterprises in their own countries. The main measures are:

(1) Import restrictions;

(2) tax policy;

(3) price control;

(4) foreign exchange control;

(5) Nationalization policy.

2. Analysis of legal environment

Legal environment refers to all kinds of laws, decrees and regulations promulgated by the state or local government, and is the criterion of enterprise marketing activities. Only when enterprises carry out various marketing activities according to law can they be effectively protected by national laws. In recent years, in order to meet the needs of economic system reform and opening to the outside world, China has successively formulated and promulgated a series of laws and regulations, such as People's Republic of China (PRC) Product Quality Law, Enterprise Law, Economic Contract Law, Foreign Economic Contract Law, Trademark Law, Patent Law, Advertising Law, Food Hygiene Law and Environmental Protection Law. The marketing manager of an enterprise must be familiar with the relevant laws and regulations, so as to ensure the legitimacy of enterprise operation and protect the legitimate rights and interests of enterprises and consumers with legal weapons.

For enterprises engaged in international marketing activities, they should not only abide by their own legal systems, but also understand and abide by foreign legal systems and relevant international regulations, practices and standards. For example, some time ago, European countries banned the sale of lighters without safety protection devices, which undoubtedly limited the export market of low-priced lighters in China. The Japanese government also stipulates that any foreign company entering the Japanese market must cooperate with Japanese companies to restrict the entry of foreign capital. Only by understanding and mastering the relevant trade policies of these countries can we formulate effective marketing countermeasures and strive for the initiative of international marketing.

[Analysis of social and cultural environment]

Social environment refers to the sum of values, religious beliefs, customs and ethics. Has formed a social form.

Any enterprise is in a certain social and cultural environment, and its marketing activities are bound to be influenced and restricted by its social and cultural environment. Therefore, enterprises should understand and analyze the social and cultural environment, formulate different marketing strategies and organize different marketing activities according to different cultural environments. Marketing research on social and cultural environment generally starts from the following aspects:

1. Analysis of education situation

Education level affects consumers' different requirements for product functions, styles, packaging and services. Usually, consumers in countries or regions with high cultural and educational level require elegant and luxurious packaging of goods, and also have certain requirements for additional functions. Therefore, the market development, product pricing, promotion and other activities of enterprise marketing should take into account the education level of consumers and adopt different strategies.

2. Analysis of religious beliefs

Religion is an important factor of social culture, which has a great influence on people's consumption demand and purchase behavior. Different religions have their own unique requirements and taboos on holiday etiquette and commodity use. Some religious organizations even have a decisive influence on believers' purchase decisions. Therefore, enterprises can put influential re

Values refer to people's attitudes and views on various things in social life. In different cultural backgrounds, people's American values are often very different. Consumers have their own views and attitudes on the color, logo, style and promotion methods of goods. Marketing enterprises must design products and provide services according to consumers with different values.

4. Analysis of consumption customs.

Consumption custom refers to a consumption pattern and habit formed by people in long-term economic and social activities. Different consumption customs have different requirements for goods. Studying consumption customs is not only conducive to organizing the production and sales of consumer goods, but also conducive to correctly and actively guiding healthy consumption. Understanding the taboos, habits and taboos of consumers in the target market is an important prerequisite for enterprises to carry out marketing.

[natural environment analysis]

The natural environment refers to various forms of material information provided by nature to human beings, such as sunshine, air, water, forest, land and so on. With the progress of human society and the development of science and technology, all countries in the world have accelerated the process of industrialization, created rich material wealth and met the growing needs of the people. On the other hand, it faces the problems of resource shortage and environmental pollution. Since the 1960s, countries all over the world began to pay attention to the impact of economic development on the natural environment, and set up many environmental protection organizations to urge governments to strengthen environmental protection legislation. These problems are challenges to enterprise marketing. For marketing managers, they should pay attention to the changing trend of the natural environment, analyze the opportunities and threats of enterprise marketing, and formulate corresponding countermeasures.

1. Analysis of the reasons for the increasing shortage of natural resources

Natural resources can be divided into two categories. One is renewable resources, such as forests and crops. These resources are limited and can be regenerated, but excessive logging and occupation of cultivated land must be prevented. Another resource is non-renewable resources, such as oil, coal, silver, tin and uranium. The reserves of these resources are limited. With the extensive exploitation of human beings, some minerals are on the verge of exhaustion. The shortage of natural resources will make many enterprises face the threat of rising raw material prices and production costs. However, on the other hand, it forces enterprises to study how to make more rational use of resources and develop new resources and substitutes, which in turn provides enterprises with new resources and marketing opportunities.

2. Analysis of increasingly serious environmental pollution

The development of industrialization and urbanization has had a great impact on the natural environment, especially the increasingly serious environmental pollution. Pollution in many areas has seriously affected people's health and natural ecological balance. Environmental pollution has attracted the close attention of governments and the public all over the world, which is a pressure and constraint on the development of enterprises. It requires enterprises to pay a certain price for controlling environmental pollution, but it also provides a new marketing opportunities for enterprises to study pollution control technology, build green projects, produce green products and develop environmental protection packaging.

3. Government intervention has been continuously strengthened and analyzed.

With the shortage of natural resources and the aggravation of environmental pollution, governments all over the world have increased their intervention in environmental protection and promulgated a series of policies and regulations on environmental protection, which will restrict the marketing activities of some enterprises. Some enterprises need to invest in pollution control, which will affect the expansion of reproduction. However, enterprises must focus on the overall situation, be responsible for society and future generations, strengthen environmental awareness, consciously abide by environmental laws and regulations in the marketing process, and assume social responsibility for environmental protection. At the same time, enterprises should formulate effective marketing strategies, not only to digest the necessary costs paid by environmental protection, but also to tap the potential in marketing activities to ensure the realization of marketing objectives.

[Analysis of Science and Technology Environment]

Science is the most active factor in social productive forces, affecting the historical process and all aspects of human society.

The discovery and popularization of every new technology will bring new market opportunities to some enterprises and lead to the emergence of new industries. At the same time, it will also pose a threat to some industries and enterprises, be impacted or even be eliminated. For example, the use of computers has replaced traditional typewriters, the invention of photocopiers has introduced carbon paper, and the emergence of digital cameras will take away most of the film market.

2. The development of science and technology has promoted the change of consumers' buying behavior.

With the development of multimedia and network technology, TV shopping and online shopping have appeared. People can also stay at home through the network system. Enterprises can also use this system for advertising, market research and promotion. With the progress of the new technological revolution, this convenient purchase and service at home will continue to develop.

3. The development of science and technology affects the innovation of enterprise marketing mix strategy.

With the development of science and technology, new products are constantly emerging, and the life cycle of products is obviously shortened, which requires enterprises to attach importance to the development of new products and accelerate the upgrading of products. The development and application of science and technology have reduced the cost and price of products and grasped the price information quickly, which requires enterprises to do a good job in price adjustment in time. The development of science and technology promotes the modernization of circulation mode, requiring enterprises to adopt customer self-service and various direct selling methods. The development of science and technology has diversified advertising media, fast information dissemination, wide market scope and flexible promotion methods. Therefore, enterprises are required to constantly analyze the new development of science and technology, innovate marketing mix strategies and adapt to the new changes in marketing.

4. The development of science and technology promotes the modernization of enterprise marketing management.

The development of science and technology provides necessary equipment for the modernization of enterprise marketing management, such as computers, fax machines, electronic scanning equipment, optical fiber communication and other equipment, which plays an important role in improving the level of enterprise marketing management and realizing modernization. At the same time, the development of science and technology also puts forward higher requirements for enterprise marketing managers, prompting them to update their concepts, master modern management theories and methods, and constantly improve their marketing management level.

2. The characteristics of tourism marketing environment include

(1) Tourism market environment survey.

(2) Tourism market demand survey.

(3) Investigation on the supply of tourism market. Tourism supply is the total amount of tourism products provided by the tourism market in a certain period of time, including tourism attraction survey, tourism facilities survey, accessibility survey, tourism service survey, tourism image survey and tourism capacity survey.

(4) Investigation on the marketing operation status and effect of tourism enterprises. By investigating the controllable factors of tourism enterprises, we can reflect the situation and effect of marketing, including tourism products, tourism prices, tourism distribution channels and tourism promotion.

(5) Tourism competition survey. Including the number, distribution and marketing ability of competitors; Advantages and disadvantages of competitors; The strength, marketing strategy and actual effect of the main competitors; Possibility and mode of cooperation with competitors; Marketing, strategy and effect of this unit.

3. What are the problems in tourism marketing based on social and environmental factors?

The macro-environment of marketing refers to the external factors that cause the marketing opportunities of enterprise market and environmental threats. These factors mainly include population environment, economic environment, natural environment, scientific and technological environment, legal environment and social and cultural environment. These major social forces are uncontrollable variables of enterprises.

The first population environment: population is the first element of the market. The population directly determines the market scale and potential capacity, and the gender, age, nationality, marital status, occupation and residence distribution of the population also profoundly affect the market structure, thus affecting the marketing activities of enterprises. Enterprises should attach importance to the study of population environment and pay close attention to population characteristics and its development.

Third, the legal and political environment: it is an important macro-environmental factor affecting enterprise marketing, including political environment and legal environment. The political environment guides the direction of enterprise marketing activities, and the legal environment provides the code of conduct for enterprises. Politics and law are interrelated, and * * * influences and acts on the marketing activities of enterprises.

4. What are the factors that affect the micro-environment of tourism marketing?

Modern enterprise is the main organizational form of material wealth production and a subsystem of national economic operation system. All marketing activities of an enterprise are the ecological environment carried out in the society. The economic activities and tasks of enterprises are implemented through marketing activities, and the vitality of enterprises is reflected through marketing activities. Enterprises respond to the overall external environment through controllable means and marketing strategies, and maintain vigorous vitality in a dynamic environment.

The relationship between enterprises and marketing environment should pay more attention to the change of marketing environment and the adaptation of enterprises. Emphasizing that enterprises can control the marketing environment T does not mean that enterprises can do nothing about the marketing environment. Modern marketing theory emphasizes the response of enterprises to the marketing environment. Enterprises must attach importance to and strengthen the monitoring of changes in marketing environment and strengthen the adjustability of their own strategies, so as to grasp changes in the environment, seize opportunities and avoid crises.

Marketing environment refers to all the most common factors that affect and restrict the marketing activities of enterprises, which can be divided into macro environment and micro environment. Macro-environment refers to the social forces and factors that affect enterprise marketing activities. Including politics, economy, culture, science and technology and law. Microenvironment refers to the strength and factors of organizations and actors directly related to enterprise marketing activities. Including the main enterprises, supply enterprises, follow-up distribution enterprises, consumers or buyers, competitive enterprises and other internal environments.

Generally speaking, the macro-environmental factors determine the micro-environmental factors, and the macro-environment often acts on the marketing activities of enterprises through the micro-environment. Five different factors in the macro environment interact with each other, restricting and influencing the marketing activities of enterprises. Micro-environment also has an important reaction to macro-environment.

All environmental factors, whether direct, indirect, individual or comprehensive, pose opportunities or threats to enterprises. The basis for enterprises to seek advantages and avoid disadvantages lies in the objective understanding and analysis of the marketing environment and its development and changes.

The impact on the marketing environment of enterprises should first identify the opportunities or threats of the marketing environment, so as to lose no time in transforming potential opportunities into opportunities for enterprise development. For environmental threats, the common coping strategies of enterprises are confrontation strategy, mitigation strategy and transfer strategy. The applicable conditions of these three strategies need to be carefully studied.

At the same time, enterprises should adopt reverse marketing strategy, stimulating marketing strategy, developing marketing strategy, restoring marketing strategy, coordinating marketing strategy, maintaining marketing strategy, reducing marketing strategy and resisting marketing strategy or combining with consumer demand in individual environment.

5. What are the aspects of tourism marketing based on social and environmental factors?

1. Direct sales channel: refers to the sales channel through which tourism enterprises directly sell tourism products to tourists without any intermediary in marketing activities.

Advantages of direct distribution by enterprises and tourists to suppliers: simplicity, additional sales opportunities, quick response, increased profits and strong control; Advantages of direct delivery to customers: controllable, time-saving and high accuracy; Disadvantages: limited promotion and limited manpower.

2. Indirect distribution channels: refers to the marketing channels through which tourism enterprises sell tourism products to tourists through one or more tourism intermediaries. Tourism enterprises-travel agencies-travel wholesalers-travel retailers-multi-level distribution channels for tourists-tourism enterprises-travel retailers-first-level distribution channels for tourists-Advantages of indirect distribution to suppliers: Broaden sales channels.

First of all, prepare a concise slogan, such as Zhao Zhouqiao, which can build momentum by taking advantage of the situation: S a pity not to visit the Great Wall and Shenqiao Bridge. You can also contact primary school textbooks and famous articles for advice. Xianqiao is a good place for people. You can also use the Golden Bridge on the Silk Road, the coordinates of the times as figurative language, and even use Zhao Zhaozhou's surname, S Zhao Jia first, Qian Qiaozun and so on to talk.

Secondly, recommend a route. Flowers alone are not spring. Only by connecting the scenic spots in series to form a tourist route can you shoot a scenic spot and touch your heart. For example, Zhaoxian can recommend famous bridges and ancient temples to honor China, Sydney in Zhaozhou is the best in the world, and the Temple of God in Tabei City, and sing the slogan that tickets are the highest in 40 yuan. Zhaozhou scenic spots can be visited for one day and leave a deep impression. Of course, it can also form a new red starting point, a relay line of the times and a golden bridge connecting line of the Silk Road with Xibaipo and Zhengding Ancient City.

The third is to hold a promotion meeting. Every place invites relevant local departments, travel agencies, news media, scientific research institutes, etc. Participate in activities that make people look hard, impulsive and impulsive by playing promotional videos, keynote speeches, folk performances, etc.

Fourth, it is best to interact with local attractions, establish friendly attractions, form tourism links, and consolidate and stabilize tourists.

Of course, while doing a good job in promotion, looking upward and opening to the outside world, we should also look downward and inward, improve our quality, practice our internal strength, and strive for practical results in management and service. Not only to attract tourists, let them stay, but more importantly, tourists want to come.

The above is just an armchair strategist, hoping to attract jade butterflies to build nests and attract phoenix.

6. What are the characteristics of tourism marketing based on social and environmental factors?

The macro-environment of marketing refers to the external factors that cause the marketing opportunities of enterprise market and environmental threats. These factors mainly include population environment, economic environment, natural environment, scientific and technological environment, legal environment and social and cultural environment. These major social forces are uncontrollable variables of enterprises. The macro-environment of marketing includes factors: population environment, economic environment, natural environment, scientific and technological environment, political and legal environment and social and cultural environment.

Marketing microenvironment refers to various forces that have a direct impact on the ability of enterprises to serve customers, including enterprises themselves and their marketing intermediaries, markets, competitors and all kinds of the public.

Influencing factors of marketing microenvironment: companies, marketing intermediaries, marketing intermediaries, customers, competitors and the public.

Generally speaking, the macro-environmental factors determine the micro-environmental factors, and the macro-environment often acts on the marketing activities of enterprises through the micro-environment. Five different factors in the macro environment interact with each other, restricting and influencing the marketing activities of enterprises.

Micro-environment also has an important reaction to macro-environment.

First, the meaning of tourism marketing

It refers to the producers of tourism products or services, who determine the needs of tourists, determine the target market they can provide, and design appropriate tourism products, services and projects to meet these market needs. It can also be divided into scenic spot tourism marketing, hotel tourism marketing, travel agency tourism marketing and so on.

Second, the ten basic concepts of modern tourism marketing

1. Let tourism become people's instinctive needs.

2. Make tourism a happy industry.

3. Create a regional brand.

4. Make brand the core driving force of modern tourism.