High-end tourism promotion strategy

Theme promotion is a kind of promotion form widely adopted by tourism circles at home and abroad, and has achieved remarkable results. The theme in theme promotion is carefully extracted from the most distinctive tourist attractions according to the needs of the external environment and regional advantages, trying to show the concepts of tourism resources and tourism products in this region in a certain period of time. Therefore, the theme is the soul of promotion, and all tourism promotion activities should be carried out around it. Focus on strengthening the promotion of the theme of the entry market and highlighting the characteristics of regional tourism. In general, the selection of topics must conform to the following principles:

Highlight the regional essence. For example, in the 2008 Olympic Games, since the afternoon of 2006, the National Tourism Administration and the Beijing Tourism Bureau have carried out activities in major tourist-entering countries and regions, such as the United States, Japan, Germany, France, Russia, Canada, Britain, Austria, Sweden, Finland, Norway, China, Hong Kong and Southeast Asian countries. A series of Olympic-themed publicity activities, with the lovely Olympic Fuwa as the dynamic publicity media, used China Year, photo exhibitions, receptions, cultural and artistic performances, community public relations activities and other forms to promote "New Beijing, Great Olympics" and Beijing's rich tourism products, and achieved good results.

Show the characteristics of the times. The theme promotion of Hong Kong's "Dynamic City" not only captures the free and fast-paced urban characteristics of Hong Kong, but also captures its flowing and changing sense of the times. Therefore, the theme has been well received since its launch. 200 1 By April 2003, Hong Kong had also launched "City of Life: Hong Kong!" Theme promotion activities of large-scale tourism projects. This project includes a series of wonderful activities, such as the Hong Kong Flower Show in 2002, and various other performances and exhibitions, each of which strengthens the characteristics of the times as a "dynamic city".

Rich cultural heritage. The most attractive and lasting thing between different countries or regions is the cultural difference. Culture is an important carrier of inheriting history, which reflects the social and economic development, institutional choice and change, ethics and value orientation of a country and a nation. Therefore, many countries and regions with a long history, profound cultural connotation and relatively mature tourism often play the "cultural card" when choosing the promotion theme. In order to vigorously promote tourism, Japan Tourism Bureau introduced the charm of Japanese tourism culture to domestic and foreign tourists by displaying the style of traditional palace kimono at the airport. Germany and China, with profound cultural accumulation, have also made good achievements in promoting cultural themes.

Since 1992, China National Tourism Administration has determined the theme of annual tourism activities, which has expanded the popularity of China's tourism image in the entry market and achieved good publicity results. The new round of theme promotion highlights the cultural connotation on the basis of consciously following the principle of theme promotion. After 2006, important publicity slogans will be launched every year to match the theme of tourism publicity. In 2008, the Olympic Games will be the key promotion theme, and in 2009, eco-tourism will be the theme. With the progress of science and technology and the times, the Internet has become the most dynamic media in tourism marketing, and the development speed of tourism network marketing in developed countries is increasing day by day.

At the end of 2006, the Canadian Tourism Board released an analysis report on online marketing, pointing out that global tourism e-commerce has been growing rapidly for five consecutive years, and once accounted for more than 20% of the total global e-commerce. In the next five years, about 1/4 of the world's major tourist destinations will order tourism products through the Internet. The data shows that since 2003, online travel booking sales in the United States have been increasing continuously. From 2003 to 20 10, the growth rate of online travel booking sales in the United States was above 20%, which confirmed the research results of Tourism Canada to some extent.

20 1 1 year, the statistical survey of China Internet Network Information Center shows that by the end of 20 10, 12, 3 1 year, the total number of netizens in China has reached 457 million, with the penetration rate exceeding 25%, with 40% in Beijing and other cities. At the same time, the infinite richness of network information resources makes netizens increasingly become "heavy information consumers".

More and more high-end market consumers have become accustomed to and rely on the Internet to obtain information. Therefore, using the advantages of online media to promote tourism products has become a promotion method, which inherits the basic characteristics and advantages of traditional tourism marketing, but has new development, mainly based on online new media, which can effectively make up for the shortcomings of traditional marketing methods. For example, one-to-one customized travel information can be delivered. Virtual tourism products corresponding to real tourism products can be established online, with vivid storylines, interactive spaces and videos, which can not only increase people's understanding of tourism product information and resources, but also stimulate tourists' enthusiasm for tourism. Through the establishment of tourism community, tourists can share each other's travel experiences and achieve the purpose of word-of-mouth communication. The far-reaching influence of network marketing on tourism destination marketing makes the suppliers of tourism products pay attention to it and make use of it from a strategic point of view. Good public relations activities can effectively improve the visibility and reputation of tourism suppliers and deepen the public's impression on them, and the cost is much less than that of advertising. A special public relations department can be set up to be responsible for various forms of public relations promotion activities.

1. Public relations promotion. Mainly performs the following functions:

News public relations: release all kinds of valuable information in the news media to remind the industry to pay attention. Publicize specific activities and events, and eliminate the adverse effects caused by rumors and rumors.

Attraction publicity: announce the information of existing scenic spots and places of interest, and provide the latest trends and promotion measures of newly developed tourism products in this province.

Industry exchange: establish an exchange mechanism for tourism-related industries to promote mutual understanding and support among industries.

Information communication: With the rapid development of science and technology, accurate and timely grasp of market information has become the key to the success or failure of enterprises in more and more industries, and tourism is no exception. Practice has proved that areas that can accurately discover the changes of tourists' preferences can often seize the opportunity and trigger a new tourism boom. It can be seen that the collection and analysis of tourism market information and the sensitive capture of new tourism trends are the key to the development of tourism destinations. We should establish a more detailed tourism questionnaire system, enrich the market database and establish and improve the tourism marketing decision-making system.

Personnel training: In the important tourism market, the Provincial Tourism Bureau conducts a large-scale training activity for relevant personnel of foreign provinces and cities, especially foreign tourism departments every year. Promote tourism resources and products to domestic and foreign tourists through various travel agencies.

Caitong: Take advantage of the important opportunities of economic development at home and abroad to promote more joint-stock tourism enterprises to go public at home and abroad, raise funds for tourism development from the capital market, and achieve the purpose of promotion through listed Caitong and daily Caitong.

2. Public relations promotion action mode:

Propaganda type. Providing tourist information to consumers can effectively use foreigners to promote tourist destinations to overseas markets. Foreigners' perspectives on local customs and natural landscapes are quite different from those of natives, so it is an effective publicity strategy to invite foreigners to experience and publish their works in tourist destinations. Because they have the same cultural background and aesthetic habits, they can win more praise and response.

Maintenance type. The main target markets for maintaining public relations promotion are: important travel wholesalers, distributors and curatorial companies, airlines, important associations, clubs and other organizations. Taking the opportunity of holding an overseas tourism promotion conference every year, we will hold an awards ceremony for local travel agencies that have made outstanding contributions to the development of China's tourism industry, and hold a grand award ceremony to commend these institutions for their innovations in tourism market development, tourism product development, excellent tourist service, good credit and tourism promotion.

Pay attention to two-way communication. In order to meet the demand of online consumers for in-depth travel experience, we can collect the stories of tourists' travel experiences in tourist destinations online to form a series, and write them in relay and interaction online to attract more tourists to participate.

Carry out publicity and promotion of local residents' "hospitality", enhance the public's understanding of the importance of tourism to the local economy, enhance the public's desire to pay attention to the development of tourism, create a hospitable culture of the whole society, and strengthen the hospitable image and reputation of tourist destinations.

Service type. Establish perfect service files for inbound tourists and domestic key tourists, carry out customized marketing activities by using online marketing, and gradually improve the independent needs of individual tourists to meet the special tourism needs of each consumer.

We will launch 800 free travel hotlines or travel websites to provide services in Chinese and English (Japanese, Korean, German and French), introduce the contents of all special activities, and recommend travel routes, including details such as how to get to the promotion activities and exhibition sites. In this respect, we can learn from the public relations publicity methods of official websites such as the British National Tourism Administration, the Hong Kong Tourism Board and the new york Tourism Board.

In order to better serve foreign tourists, solve the problems existing in package tour service, external publicity, market supervision, tourism transaction, personnel training and tourism image, we should build a comprehensive tourism service center, strengthen the contact and supervision of various tourism units, and provide comprehensive services for tourists.