On the topic of tourism marketing

With the vigorous development of China's tourism industry, tourism planning, as an important guide to tourism destination and tourism development, has also made great progress. To this end, I will sort out the relevant contents of the tourism marketing thesis for you. Welcome to refer to.

On tourism marketing, the behavior of tourism consumers refers to all kinds of behaviors they take to obtain, use and dispose of tourism goods or services, including the decision-making process that precedes and determines these behaviors. Through the association analysis of data, it is found that association rules are the most important to be mined in consumer behavior analysis, because it is necessary to link the characteristics of tourism products and network users through certain methods to find out the factors that can influence each other. By analyzing the rules and preferences of Internet users, and analyzing the relationship between a user's usage habits or consumption habits and network habits, we can divide users, and then provide tourism goods or services suitable for them to this user group, stimulate users' potential needs and promote users' consumption, which is more in line with? Consumer-centered? The concept of.

With the increasingly dynamic and diversified social network relations, not only consumers use the social networks established by other consumers to optimize their purchase decisions, but also enterprises use the networks established with customers to promote product innovation, strengthen supply chain management and improve marketing effects. In addition to the relationship between creator nodes, the information created by users is also interrelated. Therefore, it will be of great value to management science and practice to analyze the interactive relationship between producers, users, enterprises and customers of user-created information in multi-related networks, explore the influence mechanism of user-created information on enterprise performance and user behavior under multiple relationships, and analyze the competitive effect of user-created content from different sources on consumer decision-making. In the big data environment, it is of great significance for enterprises to combine market data with accounting, finance and capital market data to establish the correlation and causality between market performance and enterprise financial performance.

In the whole tourism industry, the behavior of tourism users is extremely scattered, and there is no platform that can cover all systems at present. How to capture or acquire new users in the complex and changeable network environment, we must first understand the user's network behavior, who the user is and what the behavior pattern is. There will be great differences between the online network mode and the actual way, so the understanding of network behavior must be based on the network perspective. Secondly, in order to attract new users to advertise, what principles should be based on and what judgments should be considered.

The rapid popularization of Internet provides a new marketing platform for tourism enterprises. On this new marketing platform, the behavior of tourism consumers will be divided into eight different stages. They are the thinking stage, the planning stage, the search and search of destination information, and then make reservations, and then go to the destination, there will be car reservations on the way, and then there will be comments and sharing. This is the whole complicated process. What you see is that the whole user has gone through a very complicated process from thinking to travel completion. There are many media and platforms that can be contacted. For all tourism enterprises, a problem will be found, that is, how to seize the target customers in such a complex environment, and it must be in the case of limited budget.

The most popular classic case of big data marketing recently is the American drama House of Cards produced by Netflix. Netflix has 27 million subscribers in the United States, and users generate 30 million behaviors in Netflix every day. Subscribers will also give 4 million ratings and 3 million search requests every day. Netflix found through data analysis that users who like to watch the old BBC House of Cards also like the TV series directed by david fincher or starring kevinspacey fowler, so they decided to remake it. 20 1 1 At the beginning of the year, Netflix directly bought the copyright of 26 episodes of two seasons for 1 billion dollars, and the crew waited for 10 months before arriving in kevinspacey fowler. As a result, there was a miraculous explosion in House of Cards.

The success of House of Cards is believed to benefit from the accumulation and analysis of massive user data of Netflix. Producer Netflix predicted in advance that House of Cards would be welcomed by the market by analyzing the behavior of millions of users and choosing directors and actors.

From TV drama market to tourism market. Tourism e-commerce websites, tourism Weibo, video websites and social networking sites generate hundreds of millions of data every day. This includes the online characteristics of users of online travel booking websites, such as login times, online time, keyword search, browsing preferences and so on. According to these, we can dig out customers' interests and preferences, their consumption tendency and the distribution of consumer groups, and also dig out customers' other needs according to their online consumption behavior, so as to adopt corresponding marketing models. Cross-channel promotion scheme based on big data strategy and advertising technology can effectively capture users.

The era of big data has changed people's way of thinking, and the problem of cognition has developed from the previous causal theory to the quantitative theory. The proof of a phenomenon is the analysis of the whole big data, replacing random samples with all samples. By collecting tourism information and analyzing the data of all tourists' travel paths, consumption behaviors, scenic spots selection, hot spots and hobbies, we can preview the development trend of the industry, evaluate the management, service and marketing level of scenic spots, judge the development strategy of tourism enterprises, and discover new management models, business models and marketing models. The arrival of the era of big data has brought us new opportunities and challenges.

Tourism marketing paper 2 1. General situation of tourism market in Henan Province

Henan province is rich in tourism resources, but generally speaking, this kind of resources has not fully played its role, which leads to the slow and lagging development of tourism in Henan province. Mainly in the following aspects:

(A) The economic benefits of tourism in Henan Province are relatively poor.

In 20 10, Henan * * * received 258 million tourists from home and abroad, and its tourism revenue exceeded 200 billion yuan, reaching 229.4 billion yuan. Its tourist reception and comprehensive income rank sixth and eighth in China respectively, ranking first in central China. From the comparison between the number of domestic tourists and the proportion of domestic tourism income in Henan Province, the level of regional tourism consumption is not high. It can be seen that the tourism development level of tourist areas in Henan Province is not high.

(2) The main tourist market is the low-end market.

At present, 80% of the tourists in Henan Province are local tourists, and their consumption level is extremely low, and the per capita daily consumption level is less than that in 20 yuan. In terms of tourists outside the province, Shandong, Shanxi and Hebei are the main tourist sources.

(C) The influence of tourism in Henan Province is weak

The influence of Henan tourism in the central region and even the whole country is very weak, and it has not yet established an influential brand image, so it is difficult to attract more tourists to travel and spend.

Second, the problems of tourism marketing in Henan Province

(A) tourism marketing awareness is not developed enough, the concept of tourism marketing is backward, and the way is traditional.

Although most of the scenic spots in Henan tourist area have been emphasized? Take tourists as the center? However, the long-term thinking mode has formed a self-centered business philosophy in my mind, and I don't know much about modern tourists, especially their consumption psychology, and I can't really grasp what they want, so the market is becoming more and more difficult to do. On the other hand, the tourism market in Henan province is still stuck in the traditional marketing mode, and the marketing means are still in the relatively low-level follow-up stage. Marketing activities follow the traditional ways of other scenic spots and markets and have not formed their own characteristics. Compared with developed tourist attractions, there is still a certain gap in marketing awareness and level, and marketing concepts and marketing capabilities need to be improved.

(B) the lack of integrated marketing concepts

Tourism is a comprehensive industry, including scenic spots, restaurants, accommodation and transportation. The marketing strategy of tourism in Henan Province lacks the idea of integrating resources. In order to further explore the tourism market, promote the sustainable development of tourism in Henan Province and meet the comprehensive needs of tourists, it is necessary to establish the concept of integrated marketing from the perspectives of customer demand, customer cost, customer convenience and customer communication. At present, the tourism industry in Henan province still stays in the traditional business model, only pursuing short-term interests, but not.

(C) tourism target market strategy is not clear

Target market strategy refers to target market, market positioning and market segmentation. Henan province lacks unified planning of tourism resources. It is necessary to reasonably divide tourists, determine the target customers of Henan tourism market and different target customers of different tourist attractions in Henan Province, and should be clearly differentiated and positioned to create unique characteristics to meet the comprehensive needs of tourists.

(d) Promotion is equivalent to marketing.

To a great extent, the tourism market in Henan Province equates marketing with promotion. Even in some scenic spots, the one-year marketing strategy is just waiting. May day? On the National Day, due to the lack of marketing planning, comparative analysis of advantages and disadvantages of Henan Province, target market strategy, market research and market development awareness, tourist attractions only simply process tourism resources and fail to meet the comprehensive requirements of tourism products.

Thirdly, the study of Henan tourism marketing strategy.

(A) to strengthen and update marketing concepts and awareness

To effectively carry out marketing, we must establish a brand-new marketing concept. On the one hand, we should establish the concept of serving tourists wholeheartedly, whether it is tourism products or marketing activities, and always treat tourists as? God? Our concept runs through the whole process of work. Only by serving tourists and winning tourists with first-class service can we occupy the market for a long time and obtain greater economic benefits. On the other hand, it is not limited to meeting the existing desires of tourists, and it is not necessary to focus on meeting the needs transformed from their existing desires and passively adapt to the market. We can break through the limitation of existing desires, actively change people's values and lifestyles, make people form new desires, that is, influence the formation process of people's desires through a series of marketing efforts, and then use all kinds of tourism resources we have to continuously develop new products to meet these new desires of tourists. In this way, we can use our own specialties to cultivate new markets, guide consumption, be preconceived and avoid competitors.

(B) the integration of tourism marketing strategy

Integrated marketing refers to the most basic ways and means to promote the development of enterprises by taking customer demand, customer cost, customer convenience and customer communication as marketing strategies. Tourism market is a special market, including many industries, such as hotels, travel agencies, transportation and scenic spots. To realize the stability and prosperity of the tourism market, we must comprehensively consider the all-round development of transportation, travel agencies, hotels, scenic spots and other industries.

(C) tourism marketing mix strategy

Marketing combination strategy refers to the combination strategy of product, price, channel and promotion strategy. The marketing strategies that Henan tourism market should implement include: first, product strategy. Tourism product portfolio strategy, fully study what is the core product line in Henan tourism product portfolio, and constantly formulate tourism product portfolio strategy based on the core product line. Second, the price strategy. Under the influence of the financial crisis, the tourism industry in Henan Province should highlight the advantage of low price and attract tourists. Third, channel strategy. Shandong tourism market should broaden domestic and international channels, cooperate with travel agencies in marketing, and broaden the development path. Fourth, the promotion strategy. We should integrate the relationship between the public and advertising strategy, rather than using commercial promotion strategy alone. We should consider the rectangular shape of promotion strategy, rather than just paying attention to immediate interests.

(D) Tourism target market strategy

Tourism target strategy includes the segmentation of tourism market, the choice of target market, the positioning of tourism market and the different needs of tourists. It is necessary to subdivide the tourism market in Henan province, or market segmentation, and divide the whole tourism market into several homogeneous sub-markets according to demographic, behavioral and psychological factors, and choose one or several sub-markets. According to the needs of tourists in these markets, we should innovate tourism products to better meet consumption. This process is the process of tourism market positioning. No enterprise can meet the needs of all tourists and tour operators. Henan Province should meet the needs of tourists according to its own tourism resources.

References:

[1] Ka Xianhong, Shu Fu. Study on Tourism Destination Marketing Strategy and Competitiveness Promotion [J]. Jiangsu Business Theory, 2005, (3).

[2] Tourism Scenic Spot Marketing Strategy Analysis (STP)-Jinan Hongye Eco-cultural Tourism Zone Analysis [J]. Shopping Center Modernization, 2006, (1).

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