Definition of high-end tourism

Characteristics

In summary, high-end tourism products identified by domestic and foreign scholars mainly have the following characteristics:

Expensive. Since high-end tourism products are mainly aimed at the high-end market, this group of tourism consumers have higher spending power and have higher requirements for product quality and service quality. Therefore, high-end tourism products are more expensive than ordinary tourism products.

The products are available in various forms. High-end tourism products show a diversified development trend. High-end tourism products that scholars mainly focus on include culture, art, business, sports, leisure, vacation and other varieties.

Thematic and professional. Foreign high-end tourism products were developed earlier, and the trend of thematic development has become increasingly obvious. A variety of special high-end tourism types have emerged, such as wine tourism, golf tourism, etc.

High quality. High-end tourism products have higher quality requirements, especially in terms of facilities and equipment, service quality, time, entertainment, etc.

Theme Category

According to the theme category, high-end tourism mainly has the following types: earth mark, world heritage, festival celebration, family fun, island vacation, light adventure, top train , top cruises, top independent travel, etc. Characteristics

The main characteristics of high-end tourists are as follows:

From the perspective of consumption tendencies, high-end tourists have a higher consumption level, among which the proportion of expenditures on entertainment, accommodation, catering, etc. larger.

From the perspective of consumption characteristics and grades, high-end tourists have the characteristics of high revisit rate, high requirements for supporting facilities, long stay time, etc., and their age structure is relatively broad.

Composition

It is mainly composed of six major groups: celebrities, senior officials, white-collar workers, affluent groups among business people, knowledge groups among salary-earners, and high-income vacancies among silver-haired people. Nest Family Definition

The tourism market is also called the tourism demand market or the tourist source market. Its consumer groups are regular buyers and potential buyers of tourism products with certain needs and desires. The tourism market is a complete system. According to Chris Cooper's theory, the components of the tourism market are divided into four parts: first, tourists, first, willingness to purchase, third, purchasing ability, and fourth, purchase rights and desire to leave the country. If tourists choose a non-tourist destination country that has not officially opened to my country, the trip will not be implemented.

The high-end tourism market refers to regular and potential buyers who are willing to obtain high-quality, high-grade and personalized tourism products and services. These buyers usually have higher income and show higher level of tourism consumption. However, high income and high consumption are only necessary conditions for high-end tourism, but not necessary and sufficient conditions.

Market Segmentation

Purchase motivations for travel are heterogeneous, and the high-end travel market can be subdivided into different travel sub-markets. At the same time, each type of tourism sub-market has a high-end market, thus forming the concept of several composite high-end tourism market systems, which include the following market segments:

The first category is tourism-based The high-end tourism market segment mainly consists of tourists who enjoy unique experiences and rich experience in tourism products.

The second category is a market dominated by business tourism. From a high-end perspective, to meet the basic requirements of business travelers, it must be able to provide an efficient and comfortable service supply chain. That is, efficient, comfortable, complete and complete.

The third category is the market that focuses on leisure and vacation. Leisure and vacation is the perfect combination of individual needs and first-class environment. Only this can be called high-end leisure and vacation tourism.

The fourth category is the special tourism market, which is high-end tourists who aim to experience high-end special tourism products such as mountaineering, adventure, and hunting.

The fifth category belongs to the VALS (Values ??and Lifestyles) segment. Values ??are people's evaluation standards for right and wrong, good and evil, good and bad, and are the views held by individuals when evaluating various social practices.

The formulation of promotion strategies for the high-end tourism market should be based on full research on the high-end market. Combining the needs of the high-end tourism market with personalization, experience, creativity, character, and sophistication, this article proposes four promotion strategies that fit the characteristics of the high-end tourism market.