The influence of micro-environment and macro-environment on tourism

Tourism marketing environment is a dynamic system. Every factor that constitutes the marketing environment is constantly changing with the development of social economy. The change of marketing environment will not only provide opportunities for enterprises, but also bring threats to enterprises.

Macro-environment analysis of tourism marketing The marketing environment can be divided into macro-environment and micro-environment. Macro-environment is an important external environment for enterprise marketing activities, which has a direct and indirect impact on enterprise marketing activities and is an uncontrollable factor for enterprises. The macro-environment consists of some large-scale social forces. Micro-environment is those factors that directly affect the ability of enterprises to serve the target market. The macro-environment of tourism marketing includes social economy, social and cultural environment, political and legal environment, economic environment, scientific and technological environment, competitive environment, natural and geographical environment and so on. Every tourism enterprise is surrounded by these macro-environmental factors, and is inevitably restricted and influenced by these factors. These macro factors and development trends provide opportunities for the development of enterprises, but they also pose a threat to the survival of tourism enterprises. 1, socio-economic status. Socio-economic status refers to the comprehensive strength of social culture, politics, economy, science and technology, physical geography and other factors of a country or region, which is usually reflected by the comprehensive analysis of socio-economic indicators. It is the most important comprehensive factor in tourism marketing activities. Generally speaking, countries with high socio-economic index have relatively developed tourism. Modern tourism first appeared in economically developed countries. The United States, Germany, Britain, France, Italy, Canada, Japan and other countries are home to the most important tourist source countries in the world. On the contrary, many developing countries have weak economic foundation, backward transportation, imperfect infrastructure and lack competitiveness in the international tourism market. ? 2. Social and cultural environment refers to the mode of production, values and behavior norms formed by long-term edification of social status and cultural literacy, and is the sum of a society's educational level, language, religious and national characteristics, customs, values, population and social organizations. Education level not only affects people's tourism level, but also affects the market research and promotion methods of tourism enterprises. Mastering the local language facilitates people's emotional communication and is very beneficial to marketing activities. Religion and nationality affect people's values, codes of conduct and ways of understanding things, thus affecting people's consumption behavior. Customs and habits have a great influence on consumption behavior and marketing methods. In addition, values and aesthetic concepts, population, family size, lifestyle and the behavior of social groups have a direct and indirect impact on the marketing of tourism enterprises. Social culture permeates all tourism marketing activities, and tourism marketing activities contain social culture everywhere. For example, the ideological culture of the marketing target is manifested in the influence of consumers' education level, religious beliefs, values and aesthetic concepts on lifestyle, consumption habits and consumption demand; For another example, the marketing methods and marketing achievements of tourism marketing subjects are also the concrete embodiment of social culture, which runs through tourism marketing activities from beginning to end. The cultural level of tourism consumers and marketers often determines the success or failure of tourism marketing. Some countries. Although the economic income of the population is similar, the situation in the tourism market may be quite different. This difference is largely reflected in social culture.