Requesting a tourism marketing thesis outline

A brief analysis of the development trends of tourism marketing in my country

1. The meaning of tourism marketing

Marketing refers to an enterprise’s efforts to adapt and satisfy consumer needs. Product development, pricing, publicity and promotion to the overall corporate activities of delivering products from producers to consumers, and then feeding consumers’ opinions back to the company. The business orientation of the enterprise has gone through five stages of gradual evolution: production concept orientation, product concept orientation, sales concept orientation, marketing concept orientation, and social marketing concept orientation.

Tourism marketing is a process of analysis, planning, execution, feedback and control to coordinate various tourism economic activities based on tourism consumption demand, so as to provide effective products and services and satisfy tourists. , the economic and social goals of making a business profitable. The starting point of tourism marketing research is the needs of the tourism market, and the purpose of the research is to obtain benefits. It can be seen that tourism marketing is an important link in obtaining benefits and plays a major role in the development of tourism.

2. Current status of tourism marketing development

As the world’s number one country in tourism resources, my country has the world’s largest domestic tourism market, and will become the world’s largest destination country in 2020. This two-way interaction of supply and demand has promoted the continuous increase in consumer demand in my country's tourism market, and there is great room for development of national outbound tourism. In particular, the extension of paid holidays allows people to have more leisure time, and the per capita The increase in income gives people more "disposable income", which creates more conditions and opportunities for Chinese citizens to travel. At the same time, with the gradual development of my country's tourism industry and the increase in the number of people traveling, people's consumption in tourism has become rational, personalized and diversified. However, in this booming tourism market, there are some problems in my country's tourism marketing, such as blind price-cutting competition in marketing, low-tech marketing strategies, no emphasis on after-sales service, the inability to form good customer relationships, and legal awareness Problems such as thinness. Therefore, in order for my country's tourism industry to form strong market competitiveness, it must flexibly apply the concept of integrated destination marketing (IMC) and change the focus of marketing thinking from 4PS (product, price, promotion, channel) to 4CS (customer, cost, convenience, communication), establish an outside-in marketing planning model, and do a good job in marketing. Especially the arrival of the Olympic Games has brought greater opportunities to my country's tourism industry and tourism marketing. With this opportunity, my country's tourism marketing will develop in a more scientific, healthy, rapid and sustainable manner.

3. Future tourism marketing development trends

(1) Accelerate the development of tourism online marketing

1. Vigorously develop online marketing. With the rapid development of the Internet and e-commerce, competition in the tourism industry market has become increasingly fierce and marketing strategies have become diversified. The tourism industry has also actively changed its outdated concepts and jumped into the wave of online marketing. Internet marketing in the tourism industry is a marketing activity that uses the electronic network as a carrier. It uses the Internet to more effectively segment and target the tourism market, and to more effectively analyze distribution, channels, product pricing, services, and product concepts. Plan and implement to create transactions that satisfy tourists and sellers of tourism products.

The development of online marketing in the tourism industry has two major advantages: product and network: First, tourism products are a special service product, with synchronization of production and consumption, long-distance consumption, and the inability of consumers to pre-perceive the product. characteristics, becoming one of the most suitable product types for online inquiry, browsing, and purchase; secondly, the Internet has the advantages of rich information sources and express delivery, wide coverage, strong autonomy, timely response, and more reasonable operating methods, which can effectively Reduce product production, marketing, and sales costs, and save customers' energy, time, and capital costs. From this we can see that vigorously developing online marketing is one of the inevitable trends in tourism marketing models. Especially after my country's successful bid for the Olympics, the huge market brought by the Olympics has brought a rare opportunity for tourism online marketing.

2. Internet marketing and traditional marketing need to be closely integrated. From the perspective of development trends, the implementation of online marketing is inevitable, but it is undeniable that my country's online marketing is still at a relatively low stage, and there are many problems such as the authenticity of information sources, update speed, and network security. As a result, tourism online marketing is still The inability to fully utilize its advantages has become a bottleneck restricting the development of my country's tourism marketing. During this period of transformation, only by closely integrating online marketing with traditional marketing and maximizing strengths and avoiding weaknesses can we better, faster and more efficiently meet customer needs, better develop tourism marketing, and thus promote the prosperity of the tourism market.

(2) Strengthen green marketing to promote sustainable development of tourism

With the increasing awareness of global environmental protection, countries around the world are implementing sustainable development strategies, emphasizing that economic development should be in line with In order to coordinate environmental protection, people are beginning to pursue green consumption and green marketing that are more environmentally friendly and sustainable. The so-called green marketing refers to the marketing concepts, marketing methods and marketing strategies in which enterprises take environmental protection as their business guiding ideology, green culture as their values, and consumers' green consumption as the center and starting point. It requires enterprises to implement the principle of combining self-interest, consumer interests and environmental interests in their operations.

The tourism industry "is a resource-based industry that relies on natural gifts and social heritage." However, in actual development, the tourism industry is a "smoke-free industry" and has been questioned. "Tourists take away "There are only photos, leaving only footprints." With the advancement of tourism, too many picturesque but sensitive environments in the world have been damaged, and the problems have become more and more complex. These phenomena that damage environmental resources have a direct impact on to the development of the tourism industry itself. Therefore, my country's tourism industry must follow the path of sustainable development and must strengthen green marketing. First, establish a green marketing concept centered on resource values. Secondly, determine the green marketing goals. Third, establish a green marketing mix strategy. On the basis of establishing green marketing concepts and goals, the tourism industry always implements green principles in all aspects of tourism product design, price, packaging, distribution, promotion and sales services, and scientifically combines them. Finally, carry out green certification. Since 1993, the International Organization for Standardization has formulated a series of international standards for environmental management (ISO14000), which has greatly promoted the development of green marketing in the tourism industry. For example, the creation of "green hotels" activities carried out by Zhejiang and Shandong provinces in my country and the ISO14000 certification implemented by Wuyi Mountain Scenic Area have injected new content into the green marketing of the tourism industry.

Strengthening the development of green tourism marketing is to make the tourism industry truly an environmentally friendly and harmonious industry. It is in line with the trend of tourists returning to nature and caring for the tourism ecological environment. It is a step forward in the tourism industry

Sustainable development is a vital marketing strategy.

(3) Deeply explore the connotation of tourism culture and carry out tourism brand marketing

Modern enterprises pay more and more attention to brand building, and marketing with the brand as the core has become the core of modern enterprise competition. . Brand marketing refers to the marketing strategy and process in which enterprises create brand value by leveraging consumers' brand needs, and ultimately form brand benefits.

The essence of my country’s tourism industry brand building should lie in its long history and rich culture. However, the current brand marketing of my country’s tourism industry is far from enough to explore the cultural connotation of tourism products, resulting in the loss of the life of tourism products. The cycle cannot be effectively extended. Therefore, we must first deeply explore the connotation of tourism culture in order to make tourism products beneficial to the invincible place. For example, the Qingming Riverside Theme Park in Kaifeng, Henan Province is a reproduction of "Along the River During the Qingming Festival" by Zhang Zeduan, a famous painter from the Song Dynasty. This theme park has well explored the connotation of history and culture, and has been at a low ebb in theme park tourism nationwide. , it can develop with an average annual benefit of more than 15 million yuan. At the same time, it should be noted that "deep" mining is a step-by-step process, and it is also a process that requires continuous integration of innovative factors. It is not a static continuation of the original foundation. Secondly, the tourism products developed and designed on the basis of deeply exploring the connotation of tourism culture must take the road of branding and shape and spread the brand image. This is the main task of brand marketing. Based on our country's tourism culture, plan a brand image with Chinese characteristics to give the tourism product brand strong vitality, and then make scientific and reasonable choices based on various factors such as the requirements for successfully shaping the brand target image, target market conditions, and its own comprehensive conditions. and combined communication methods. The selected and combined communication methods must be able to comprehensively, accurately and intuitively express the target image characteristics of the brand. At the same time, the enterprise's own economic conditions must also be fully considered, and attention must be paid to the input and output benefits. Research and try to spend the least amount of money to achieve the greatest results. In addition, the tourism public sector (government and various tourism administrative departments) must also play a certain role. In terms of marketing, they mainly focus on overall promotion of regions, provinces and the country, thereby driving the orderly and healthy development of the tourism industry. .