Marketing Strategy Management of Tourist Attractions (6-5) Practical Guidance of Marketing Strategy

Experience marketing of tourist attractions is the product of the fourth economy after products, commodities and services. It refers to the service as the stage, commodities as props, and tourists as the center of tourist attractions to create unforgettable activities that allow tourists to participate. The characteristic of experience economy is that enterprises have developed from the original business model of providing and manufacturing goods for consumers to the business model of providing services for consumers and finally realizing the same experience as consumers.

The concept extension of experiential marketing: the core of experiential marketing is to tap the economic value of tourists' experience; Experiential marketing emphasizes reducing the loss of tourists and satisfying them;

Second, the event marketing:

Event marketing in tourist attractions is a modern marketing method that tourist attractions plan, organize, hold and use newsworthy external and internal planned events for marketing combination, so as to attract the attention and interest of real and potential tourist consumers, thus enriching existing products, expanding product sales, increasing scenic revenue and improving visibility and reputation.

The concept extension of event marketing: the purpose of event marketing in scenic spots is to provide scenic spot product information to real or potential tourism consumers, guide consumption behavior, meet tourists' needs and feedback tourists' opinions.

Third, network marketing:

Network marketing of tourist attractions refers to a marketing method that tourist attractions are established on the basis of the Internet and realize the marketing purpose of tourist attractions with the help of the characteristics of the Internet. With the development of information technology, network marketing is a new media resource with wider radiation, stronger pertinence, stronger interaction and lower cost.

The concept extension of network marketing: it is both an opportunity and a challenge for tourist attractions to carry out network marketing and occupy emerging markets, because the network market is developing very rapidly and the opportunity is fleeting.

Fourth, joint marketing:

Joint marketing of tourist attractions refers to two or more tourist attractions (or enterprises related to tourist attractions, such as transportation, catering and accommodation). Share similar or similar market resources in marketing (such as advertising cooperation, channel cooperation, resource sharing, etc.). ) and provide related services (such as joint package, mutual recognition of consumption, discount deduction, etc. ), so as to achieve scenic spots and.

Concept extension of joint marketing: In view of the long-term high marketing cost of tourist attractions, the marketing cost is becoming more and more difficult to control. As a new marketing method, joint marketing has gradually been widely promoted in the marketing practice of various tourist attractions.

Verb (abbreviation of verb) brand marketing:

Brand marketing of tourist attractions refers to a sign that is extracted from many elements of tourist attractions, has sufficient value, can represent the typical characteristics of tourist attractions and is easy to identify in the market. Generally, it is a comprehensive attraction unit composed of typical and unique tourism projects, infrastructure, natural and cultural landscapes, regional cultural heritage and service products.

The concept extension of brand marketing: the key point is to find a brand core value with differentiated personality for the scenic spot brand, which can deeply infect tourists' hearts and make tourists clearly identify and remember the interests and personality of the scenic spot brand, which is the main force driving tourists to identify, like and even fall in love with the scenic spot brand.

Six, relationship marketing:

Relationship marketing of tourist attractions regards marketing activities as a process of interaction with tourists, travel agencies, tour guides, restaurants, competitors, government agencies and other public, and its core is to establish and develop a good, frank, mutual trust and lasting partnership with these public. Once this relationship is established, guests will not easily change the "cooperation" object because of the slight change in service price.

Concept extension of relationship marketing: For tourist attractions, relationship marketing needs to maintain not ordinary tourists, but channel partners (travel agencies, travel wholesalers, etc. ) and reach a good relationship of two-way communication, win-win cooperation and intimacy.

1. The opinions of the manuscript only represent personal opinions and do not represent any organizational behavior;

2. It is purely coincidental if the manuscripts have similar viewpoints;

(Editor: Wang Jianli)