Tourism marketing design plan

Tourism has always been an important industry in driving the GDP of various countries, so competition in the tourism industry has always been very fierce. Market positioning is an effective means to help tourism companies target target markets and groups. How to formulate tourism market positioning to facilitate enterprise development? How to make a tourism market positioning plan?

1. Establish a tourism market structure chart

Any product and industry has many attributes or characteristics, such as price, quality, specifications, functions, etc. Any two different attribute variables can form a coordinate to construct a target market plan.

2. Roughly depict the competition situation on the market structure diagram

This refers to the positioning of the tourism market. The positions of existing competitors (points on the coordinate plane) and their market shares (circular areas) should be indicated in the market structure diagram. After completing this step, the company will get a detailed "combat map", and the distribution and strength of the "opponents" will be clear at a glance.

3. Preliminarily determine the tourism market positioning plan

Try to insert the small flag representing the tourism enterprise into different positions on the "combat map". Each position means a certain Positioning plan. After analyzing and evaluating various possible solutions, the ideal solution is selected as the initial positioning, which is determined by the enterprise decision-making body after detailed demonstration by relevant departments.

4. Revise the tourism market positioning plan and reposition

Whether the tourism market positioning is accurate is the key to the success or failure of an enterprise. Therefore, after the initial positioning is completed, investigation and trial marketing should be carried out to detect deviations in time and correct them immediately.

Six Principles of Tourism Market Positioning

1. Importance: The selected differentiated advantages can provide high benefits to enough customers and become a "must-buy reason" for customers important component.

2. Differentiation: The selected differentiated advantages are either provided by other tourism companies (especially major competitors), or provided by the company in a very different way, which can easily impress customers.

3. Uniqueness: The differentiated benefits provided by tourism enterprises to target customers are not easily imitated by competitors in terms of technology, equipment, talents, services, environment and resources.

4. Communication: This differentiated advantage is easy for customers to understand and accept, and it is obvious. Tourism companies can effectively communicate with customers through certain methods.

5. Affordable: Customers can accept the increased costs caused by the company providing such differentiated benefits.

6. Profitability: Tourism companies are profitable by providing this kind of differentiated benefits.

At the same time, with the expansion of enterprises, the positioning of the tourism market must prevent possible positioning errors -

1. Insufficient positioning: Some companies find that customers are not interested in their products and services (or differentiating advantage) has only a vague concept, and customers do not really understand any of its special features.

2. Excessive positioning: This causes customers to have an overly narrow impression, which will make it difficult to expand further in the future.

3. Ambiguous positioning: Excessive explanations of the positioning of products and services or frequent changes in positioning may create a confusing impression on customers.

4. Positioning confusion: It may be difficult for customers to believe in the various benefits brought by the company from the perspective of product and service features, price, or suppliers.

The benefits of market segmentation in tourism market positioning

1. Market segmentation is beneficial to enterprises, especially small and medium-sized enterprises, which can discover good market opportunities, develop marketing strategies, and improve Market share.

Because through market research and market segmentation, companies can understand the needs and current satisfaction levels of different buyer groups. To find out which customer groups have needs that are not being met or not being adequately met. Segments with lower levels of satisfaction may have better market opportunities.

2. Market segmentation can also enable tourism companies to obtain greater operating benefits at lower operating costs. This benefit is determined by the above benefits. This is because by segmenting the market and selecting target markets, companies can take appropriate marketing measures in a targeted manner.