Macro-environment of tourism marketing

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. Therefore, tourism marketing must adapt to social and cultural factors and change with the changes of social and cultural factors. Reflected in specific tourism marketing activities, especially in international tourism marketing activities, tourism enterprises should not take their own and local cultures as the reference system, but should consciously consider the characteristics of foreign countries and different social cultures to adapt tourism marketing to social and cultural factors. For example, the production of tourism advertisements and tourism product catalogues must consider whether the language and model image conform to foreign cultures. Advertising of beautiful female images is acceptable in many countries, but it will be resisted in Islamic countries, and it is even impossible to carry out film and television advertisements in some Middle Eastern countries.

3. Political and legal environment. The political and legal environment refers to the policy activities of the government, political parties and social organizations in international relations and national social and economic life. The marketing activities with municipal tourism enterprises are an integral part of social and economic life and are bound to be forced and constrained by the political and legal environment. Tourism enterprises always carry out marketing activities in a certain political and legal environment. The factors that constitute the political and legal environment are: (1) the country's political system and political situation. The political system is the embodiment of the political system. Countries with different political systems have different economic, cultural and foreign trade policies. The regime change between political parties in different countries will also have a great impact on economic and trade policies, and then on tourism marketing. (2) the relationship between economic management system, government and enterprises. As far as China's present situation is concerned, the problems closely related to tourism enterprises are streamlining government institutions, standardizing government behavior, and separating government from enterprise responsibilities. (3) government decrees, regulations, decrees, especially the legislation on economy and tourism. The purpose of economic legislation is to establish and maintain economic order, protect competition, protect consumers' interests and prevent environmental pollution. Since 1979, China has successively enacted and promulgated many laws directly related to the marketing of tourism enterprises, including the Law on Sino-foreign Joint Ventures, the Law on Sino-foreign Cooperative Ventures, the Law of People's Republic of China (PRC) on Foreign Contracts, the Law on Environmental Protection, the Patent Law, the Trademark Law, the Regulations on Advertising Management, the Regulations on Travel Agencies and the Interim Provisions on Quality Assurance of Travel Agencies. (4) Relevant economic policies of the government. Laws and regulations are relatively stable, so the principles and policies have great variability. It changes with the political and economic situation. Government policies will inevitably have a direct or indirect impact on the marketing of tourism enterprises. China is making great efforts to establish a new economic operation mechanism. Therefore, tourism enterprises should pay close attention to the influence of relevant national policies (such as population policy, industrial policy, financial and monetary policy, etc.). ) About marketing activities.

4. Economic environment. Economic environment refers to the economic conditions faced by tourism enterprises in marketing activities, which is the basis of marketing activities. The prerequisite for tourism enterprises to engage in marketing activities is the existence of the market. The tourism market consists of four elements: tourist consumers, purchasing power, purchasing intention and purchasing right, which are directly affected by changes in the economic environment. Therefore, the economic environment has a more direct impact on tourism marketing activities.

Tourism marketers pay attention to the economic environment as follows: (1) economic development; (2) Income status of residents; (3) consumption status; (4) Residents' savings.

5. Science and technology environment. The greatest force affecting the future of mankind is science and technology. At present, the world's science and technology is developing rapidly, showing new trends and characteristics. The development trends and characteristics of science and technology that may have an impact on marketing are as follows: (1) Informatization and intelligence will generally enter all fields of production, management and social life; (2) New breakthroughs will be made in life science; (3) Protect the ecological environment and develop technologies for saving resources (energy, raw materials, water, soil, etc.). ) has become people's knowledge; (4) All science and technology will develop in an all-round way, penetrate each other and cross in an all-round way.

6. Physical geographical environment. Different natural geographical environments in the world, such as topography, climate, natural resources and environmental conditions, all have an impact on tourism marketing.

7. Competitive environment. The main contents are as follows: (1) The main competitors and types faced include competitors of similar tourism projects or products, competitors between mutually replaceable tourism projects or products, and competitors competing for tourists. (2) the marketing situation of competitors; (3) the internal situation of competitors.