Tourism project planning book

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Tourism project planning book

First, the status quo of tourism marketing

The present situation of tourism in Dongli town: obvious resource advantages and rapid development; The image of the scenic spot is vague and the marketing is absent; Lack of tourism talents and imperfect facilities; The government is good at guiding and has good development prospects.

(A) the status quo of tourism image

Tourism destination image cognition includes three aspects: tourist cognition, tourism destination cognition and tourism destination internal cognition, which constitutes a complete tourism destination image. Dongli town is rich in tourism resources, but its tourism image is still vague and its awareness of tourism image is low, which is very unfavorable to its future tourism development.

1, low tourist awareness:

Due to various reasons, Dongli Town did not conduct in-depth and detailed research on the positioning of tourism image, which led to one-sided and vague image of scenic spots. Tourists' cognition of scenic spots generally includes familiarity and interest in scenic spots. Dongli Town is rich in tourism resources, but its tourism image is scattered, without major selling points, distinctive slogans, visual images, customs, historical and cultural images, and lacks systematic image design and refinement. In addition, the local tourism infrastructure is backward. The reception capacity is poor, Dongli Town's popularity in the surrounding markets is very low, and its tourism attraction is not strong. Most tourists' understanding of Dongli only stays at the low level of watching Buddha statues carved in Shangtangshan, picking fruits in orchards and eating farmhouse meals in villages, which limits the development pace of local tourism.

2. Weak tourism awareness:

As long as the cognition of tourist destination refers to the local residents' understanding of tourism, in recent years, under the correct guidance of the government, Dongli Town has implemented four major industries, namely agriculture, industry and tourism, with the goal of building a strong industrial town, an important business town, a famous tourist town and a large industrialized agricultural town. The economic development momentum is good, and the per capita net income of residents is growing rapidly. However, due to the government's lack of guidance on tourism, local residents' understanding of tourism development is not deep enough, and their concept consciousness still stays in traditional trade. Although some residents can take the initiative.

3. Lack of internal awareness of tourist destinations;

The internal cognition of tourism destination refers to how local tourism departments and tourism practitioners view the current tourism development. Toray government departments have great determination to develop tourism, set up a tourism department, equipped with qualified professionals, and have done a lot of work in tourism industry development planning. However, the government has not paid enough attention to the development of tourism, the pace of industrial planning and project construction is obviously lagging behind, and the investment in people, money and materials is insufficient. Especially in marketing, although Dongli Town has started "being a tourist who knows Dongli" and started to implement it, it has not reached the level of tourism industrialization, and it is obvious that the management of existing scenic spots such as Tangshan is very backward.

(B) the status of marketing

Carrying out extensive and in-depth publicity and promotion activities is an important measure to expand the tourism market and promote the rapid development of tourism. Tourism is an attention economy, and tourism publicity and promotion is actually to spend money to earn money and attract tourists' attention. But at present, the marketing promotion of Dongli Town is still relatively backward.

1, both soft and hard.

Hard: Committed to the infrastructure construction of scenic spots. Soft: There is no feasible marketing promotion scheme at present. At present, new scenic spots have sprung up in Zibo and its surrounding cities. If all the scenic spots and supporting facilities such as Dongli Town are re-promoted, it is equivalent to giving the market and opportunities to competitors.

2. Promotion is not sensitive.

The relevant departments are insensitive to the tourism market, have a weak awareness of publicity, and take a wait-and-see attitude, instead of actively catering to the needs of the tourism market for publicity, and the tourism development agenda is forced to be delayed again and again.

3. The propaganda and promotion methods are backward.

Tourism promotion is a comprehensive work. After selecting the right market, we should use publicity and promotion means to publicize the scenic spots in a targeted manner and recommend them to tourists in a timely, comprehensive and fastest way. At present, Dongli Town basically relies on some traditional channels to publish tourism news, which is not targeted enough and the channels are too narrow to attract tourists' attention effectively.

(III) Product development status

The development of tourism products in Dongli town can be summarized as follows: tourism products are single and lack of packaging; Tourism projects are too dull and lack of quality products; The subsequent development is slow and out of touch with the market.

1, tourism products are single and lack of packaging.

The preliminary tourism planning of Dongli Town has been completed, but most of the tourism resources have not been developed and no tourism products with their own unique charm have been designed. At present, the only tourism projects that Dongli Town can carry out are Tangshan Buddha Carving Garden cultural sightseeing and farmhouse tourism, and these tourism projects are rough and the packaging in details is not enough.

2. Tourism projects are dull and lack of quality products.

At present, the Tangshan Buddhist Sculpture Cultural Park in Dongli Town has a strong traditional religious atmosphere, and Guanyin, the first crystal in China, is on the seat. However, the planning thinking with the theme of Buddhist sculpture appreciation has played down its own religious culture, while the resources such as Huiyuan Processing Factory, the first brand of China juice, leisure in Yihe Town and rural tourism have been neglected to some extent.

3, the follow-up development is slow, and the products are out of touch with the market.

The market is changing, the demand of tourists is changing, the product development of scenic spots needs to be constantly improved, and the life cycle of tourism products is limited, so the development of tourism products needs to be constantly changed. With the arrival of the era of leisure vacation, people's demand for leisure vacation tourism products will continue to rise, and the National Tourism Administration has also proposed 2007 as the year of urban and rural tourism to vigorously develop urban and rural leisure tourism. Dongli Town is located in Yimeng Mountain area, on both sides of yi river, and has rich leisure resources in Shan Ye.

(D) the status of marketing channels

Tourism marketing channel is a bridge between tourism products and markets, and it is also one of the pillars on which tourist attractions depend for development. At present, with the rapid development of economy, people's demand for tourism is constantly changing. How to sell your products to tourists in the most effective way greatly affects the vitality of scenic spots and tourism products. Dongli Town's economic development is relatively rapid, and it has also been widely concerned by the outside world, but its marketing channels are very narrow. It is very common to carry out marketing mainly through interpersonal communication network. Without travel agencies, tourism promotion websites, newspapers, television, radio and other traditional media, public relations and festivals have not yet been carried out. It can be said that tourism promotion has basically not been carried out.

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