Four questions about tourism

1. Product features. Tourism products are generally composed of tourism resources, tourism service facilities and means of transportation, which determines the immovability and storability of tourism products. Local tourism products can only be consumed locally. Hotels, airports, entertainment venues and other facilities cannot be transferred to another area after the tourist season, nor can they be transferred or changed in time and space according to the needs of tourists. In this sense, tourism products are a kind of rigid products. This rigidity also determines that the production and sales of tourism products are completed in the process of service, and there is no need for distribution in e-commerce activities. Secondly, tourism products contain a lot of product information such as food, clothing, housing, shopping and entertainment, and their sales are essentially to convey all kinds of information to people with tourism needs, that is to say, the process of tourism is also the information transmission process of tourism products.

: (1), comprehensiveness of tourism products (2), non-transferability of tourism products (3), non-storability of tourism products (4), identity of production, exchange and consumption of tourism products (5), and sensitivity of tourism products.

Second, the main characteristics of tourism advertising

As a classified advertisement, tourism advertisement has all kinds of characteristics of general commercial advertisements, such as compensation, timeliness, purpose, directionality, diverse forms and extensive content. In addition, due to the characteristics of tourism products in production, sales, promotion and consumption, tourism advertisements also have other characteristics different from general commercial advertisements, mainly as follows:

2. 1 The high involvement of tourism products requires the high interactivity of advertising communication.

The "interactivity" in communication refers to the intelligent, complex, multi-directional and dynamic characteristics that occur between two or more parties. Hett pointed out that the core concept of interaction is "information control", that is, information recipients control information. Stuart (1992) put forward the "horizontal classification definition of media interaction" and put forward two main methods to define media interaction: person-to-person interaction and person-to-message interaction. Interpersonal interaction refers to the two-way communication between information sender and information receiver, that is, the high interactivity of communication. According to the two latitudes of interpersonal interaction and interpersonal communication, Chang-Hoan Cho and others summarize the interaction of advertising as: the degree to which people participate in advertising activities through interaction with advertising information and advertisers. The essence of advertising interaction is the degree to which the audience controls the advertising information. Chang-Hoan Cho and others first put forward the relationship between advertising interactivity and consumption involvement through experimental measurement. The higher the involvement of product purchase, the higher the information exchange requirements between consumers and advertisers, the smoother the communication, and the stronger the interaction of advertisements.

Philip kotler, the father of marketing, pointed out in his famous "Marketing Management" that "more complicated and expensive decisions often condense the repeated measurement of buyers, and also include many participants in purchasing decisions". There is no doubt that tourism products are products with high stakeholders, especially at present, tourism consumption in China is far from becoming a necessity in people's daily life. Before making a travel decision, tourists need to go through repeated information collection, sorting, comparison, screening and decision-making, and they also need to make a lot of preparations before going out. In addition, the remoteness and cross-culture of tourism activities, as well as the strangeness and insecurity brought by remoteness, will enhance tourists' demand for information exchange with destinations, tourism enterprises and other tourists who have had relevant experiences. In view of this kind of consumption psychology, tourism advertisers can provide a highly interactive communication and information exchange platform to help tourists deepen their understanding and memory of their tourism products, better help tourists make tourism decisions and enjoy the tourism experience.

2.2 The comprehensiveness of tourism products determines the high three-dimensional advertising information.

Tourism products include not only the tangible features of various scenic spots and reception facilities, but also the intangible services based on reception facilities, involving all aspects of tourism organizers, reception departments and service personnel. The comprehensiveness of tourism products determines that the information content in the advertising of tourism products is extremely high. Advertisers are required to provide three-dimensional information resources, including horizontal information of tourist attractions, transportation, catering accommodation, shopping and other reception facilities. They must also provide tourists with relevant knowledge such as common sense of tourism, advantages and characteristics of scenic spots, aesthetic appreciation, history and culture, and contingency survival through different forms of vertical information, so as to enrich the knowledge of tourists or potential tourists and help tourists better achieve the aesthetic pleasure effect of tourism. In addition, the appearance of tourism advertisements as "information" has also played a role in blurring the boundaries of advertisements, which can better narrow the distance between tourism enterprises and consumers.

2.3 The unity of time and space in the production and marketing of tourism products determines the diversification of advertising forms.

The essential feature of tourism products is the unity of production and sales in time and space. The production process of tourism products is the process of tourists consuming products, and tourists are essentially involved in the production process of tourism products. Therefore, how to better guide and control tourists to participate in this process is the key to the smooth progress of tourism activities. Therefore, the guidance, education, aesthetic and cultural edification of tourists before, during and after tourism activities is also one of the key considerations for tourism enterprises to carry out tourism advertisements. In addition to providing three-dimensional tourism information, tourism advertisers should also integrate specific tourism product advertisements in various forms, such as television, newspapers, magazines, internet and public welfare activities, so as to cultivate the market for tourists and promote tourism products.

2.4 The nature of tourism consumption determines the distinctive personalization of advertising information.

Tourism consumption is an experiential consumption. Due to the interaction among tourists, tourism service personnel and destination residents, the tourism experience is strongly influenced by emotional factors. The consumption behavior of tourists and the individualization of tourism experience determine that the demands of tourism advertisements are highly personalized. Tourism enterprises must adopt corresponding advertising strategies and forms according to different target markets and different advertising audiences, and fully reflect the uniqueness of tourism products in order to attract tourists better. With the application of new media technology, the segmentation, personalization and pertinence of tourism advertising information will be more distinct, and advertising production and release will also develop in the direction of "personalized customization".

2.5 The remoteness of tourism experience determines the richness and versatility of advertising appeal.

Tourism is an aesthetic and pleasant experience for tourists to leave their usual environment and go to different places. The remoteness of tourism activities will affect tourists' tourism perception, and foreign culture, folk customs, living habits and unfamiliar environment will bring certain strangeness, insecurity and strangeness to tourists. This requires that when promoting tourism products, tourism advertisements should focus on stimulating tourists' desire to travel and eliminating tourists' vigilance and rejection of foreign cultures. The appeal of advertising must combine emotional appeal with rational introduction. On the one hand, people's psychology of seeking beauty and novelty is used to make emotional advertisements that can induce tourists' desire to travel; On the other hand, through various channels to provide tourists with rational tourism-related information, help tourists to eliminate doubts and concerns, deal with some problems encountered in the process of tourism, advertise with rich and diverse information, and more effectively promote the image of tourism products and tourist destinations.