What are the characteristics of tourism marketing?

(A) the controllability of tourism marketing mix factors

All the factors in the tourism marketing mix are controlled by the tourism enterprises themselves. For example, tourism enterprises can choose their own tourism product structure according to the segmentation of tourism market and the positioning of tourism target market; You can decide the price of tourism products by yourself according to the competition in the tourism market; According to the principle of facilitating the people and benefiting the people, you can choose the sales channels of tourism products independently; You can also choose a suitable tourism promotion method according to the characteristics of tourism products. But this controllability is not absolute, because tourism enterprises are exposed to the external environment, and they will also be affected by many uncontrollable factors. These will directly or indirectly restrict the controllable factors. Therefore, tourism enterprises should not only be good at using controllable factors effectively, but also be good at matching the changes of external uncontrollable factors flexibly and timely when carrying out tourism marketing combination.

(B) the dynamic nature of tourism marketing mix

Tourism marketing combination is a dynamic combination with many changes, not a fixed static combination. Among the factors that tourism enterprises can control, such as products, pricing, sales channels, promotion, personnel management, etc., each factor contains many factors. As long as any one of these factors changes, new combinations will appear and produce different effects. Therefore, in order to keep the best combination of various factors in the tourism marketing mix, tourism enterprises should make corresponding adjustments to the original tourism marketing mix according to the changes of controllable factors and external uncontrollable factors.

(C) the multi-level nature of tourism marketing mix

The tourism marketing mix is a "5P" mix. And each "P" includes several factors, forming a sub-combination of each "P". For example, tourism promotion is a controllable factor of tourism marketing mix, but tourism promotion itself can form a joint force. Tourism promotion combination includes tourism advertisement, tourism promotion, tourism marketing public relations and personnel promotion, and this sub-combination factor can be further subdivided. It can be seen that multi-level is a remarkable feature of tourism marketing mix.

(D) the integrity of the tourism marketing mix

If tourism marketing mix is regarded as a system, all kinds of controllable marketing factors within tourism enterprises are subsystems of this system. The function of tourism marketing combination is not the result of the simple addition of the functions of each component, but the overall efficiency produced by the coordination of each factor, which exceeds the sum of the effects produced by each factor alone. This is the overall function of the system. In order to give full play to the overall role of tourism marketing mix (system), tourism enterprises must effectively and comprehensively utilize various controllable factors (subsystems).