What is the tourism marketing environment?

Tourism marketing environment refers to the enterprise ecosystem composed of various external and internal factors that affect the marketing management ability of tourism market, which is composed of macro-marketing environment and micro-marketing environment of tourism market. The macro-marketing environment of tourism market is composed of political environment, economic environment, social environment and technical environment, which mainly affects the marketing behavior of tourism enterprises in an indirect way with the help of micro-marketing environment. Micro-marketing environment of tourism market is a specific environment directly related to enterprise marketing activities, and it is the basic environment that determines the survival and development of enterprises. It is mainly composed of tourism enterprises themselves, marketing agents, suppliers, buyers, competitors and the public. Although the macro-environment and micro-environment of tourism marketing exist in different spatial ranges, they are indispensable in the whole tourism marketing activities. The market controllable factors in the micro-environment of enterprises can not be separated from the objective factors in the macro-marketing environment of tourism enterprises. In order to achieve their marketing goals and meet the needs of consumers to the greatest extent, enterprises must do everything possible to coordinate micro-controllable factors and macro-uncontrollable factors. This coordination must be realized by giving full play to the marketing initiative of tourism enterprises, making rational use of the controllable factors of tourism marketing and consciously adapting to the requirements of the objective environment. This process of actively and consciously adapting to uncontrollable factors with controllable factors of tourism marketing is the process of dynamic balance of tourism marketing environment. It can be seen that the relationship between macro-environment and micro-environment of marketing is harmonious and adaptive. The purpose of this coordination and adaptation is to better meet the needs of consumers in the target market and realize the sustainable development of the overall marketing of tourism enterprises.