How do enterprises cope with the seasonal changes of tourism?

The strategies for enterprises to cope with seasonal changes in tourism are as follows:

1. Develop tourism resources with rich cultural characteristics. Among the two types of tourism resources, natural tourism resources are relatively seasonal, while humanistic tourism resources are relatively weak. Therefore, if a tourist destination wants to tap the market potential in the off-season, it can start with digging deep into local cultural resources and develop some tourist attractions with cultural characteristics. Different from natural scenery tourism resources, humanistic tourism resources can be consciously created by people, and can be enriched by building museums, art galleries, amusement parks, cultural palaces, sports centers, organizing cultural festivals, drama festivals, film festivals, music festivals and various folk festivals to attract tourists from afar and form humanistic tourism resources full of modern flavor. For example, some scholars put forward corresponding strategies to develop cultural tourism products in view of the fact that the off-season of Penglai tourism in Shandong Province lasted for half a year, which obviously affected the economic benefits of tourism throughout the year. Countermeasures include: making use of the custom of offering sacrifices to the sea by fishermen in Penglai coastal area to develop the Lantern Festival; Developing tourism products with the help of Mazu culture; Developing tourism products by using marine history and culture. This can not only carry forward traditional culture, but also be a good way to promote off-season tourism.

2. Make full use of the price mechanism. The adjustment of price to demand is very obvious. Tourism products are not necessities of life, and ordinary tourists are more sensitive to prices. Therefore, it is feasible to use price lever reasonably to adjust tourism demand. Through price adjustment, it is a feasible measure to divert some tourists with free time and limited economic ability from the peak season market to the off-season market. For example, elderly tourists are relatively idle, and the student market is quite sensitive to prices. These two markets are promising. Through reasonable pricing strategy, guide these two types of tourists and divert them from the peak season market to the off-season market. It can effectively alleviate the negative impact of seasonality of tourism activities on tourist destinations.

3. Avoid seasonal positioning. In addition to enriching tourism resources and using price leverage, the image positioning of tourist destinations is also very important. The image orientation of tourist destinations will affect consumers' cognition. If the image positioning is unscientific, it will seriously affect the tourism development of tourist destinations. The seasonality of tourism is a common phenomenon, and the image status of tourist destinations should try to avoid seasonal positioning. For example, some tourist destinations vigorously promote "cool capital" and "summer resort", which invisibly affects tourists' cognition of tourist destinations, strengthens the seasonality of tourist destinations, and finally leads to seasonality enhancement. Therefore, the positioning of tourist destination image must avoid seasonal positioning, otherwise, it will bring negative effects to tourist destinations.

4. Scientific tourism propaganda and guidance. Tourism destinations can release corresponding tourism information to tourists through mass media, and guide the flow of tourists in time. It is especially important to enjoy tourist information, especially in the peak season. Tourism enterprises, tourism destinations and tourism enterprises in all destinations should strengthen cooperation with tourism information management departments, report their respective travel reservation information to the tourism information management departments in a timely manner, and then release tourism information in a timely manner through the statistical summary of the tourism information management departments, reasonably guide the flow of passengers, and advocate peak-shifting tourism to achieve the purpose of coordinating the differences between off-season and peak season. In the off-season, tourist destinations should be promoted through mass media, and tourism enterprises in tourist destinations should also put an end to the practice of "waiting for guests to come to the door", going out by themselves and inviting guests in. Increase marketing activities, scientifically subdivide your own tourist market, then determine your own target market, and then adopt different marketing strategies and publicize according to different tourist market segments.