The role of promotion in tourism management: a brief introduction to the role of promotion tools.

Expert Profile Zhang: Executive Vice President of Travel Times Magazine, General Manager of Shanxi Haoyunda Advertising Culture Co., Ltd., Deputy Director of Shanxi Mass Tourism Development Research Institute, Principal Researcher, Master of Modern Project Management, Associate Professor.

Tourism is the largest industry in the world, and it is also one of the most dynamic emerging industries and new economic growth points in China's national economy in recent years. With the vigorous development of tourism, more and more people find that image is one of the most critical factors to attract tourists. As the saying goes, wine is not afraid of the depth of the alley. In addition to being developed, rich tourism resources should be promoted with a distinctive image. Without good promotion, I'm afraid its beauty can only be "kept in the boudoir"

First, the current situation and prospects of tourism and modern science and technology education support system

In the new century, China's tourism industry has sounded a strong clarion call to move from a new economic growth point to a new economic pillar industry, and China has moved from a big tourist country to a powerful one. With the improvement of people's living standards, tourism is increasingly entering ordinary family life. While tourism brings enjoyment to tourists, it also brings us countless employment opportunities and unlimited business opportunities. In this era of advocating tourism, we can only use considerable data to illustrate the potential and prospects of this industry and the impact of modern technology on tourism.

According to statistics, in the first 65,438+00 months of 2004, the total number of inbound and outbound tourists in China reached a record high. 10, the number of inbound tourists in China reached 988180,000, an increase of 13.64% over the same period in 2002, which was the best in history, of which 1795438+08. Therefore, China was rated as the best tourist destination in the world in 2004 by the World Tourism Organization. According to statistics, before 10 month in 2004, the number of inbound tourists, the number of inbound overnight tourists and tourism foreign exchange income in China all reached the highest level in history. 10, the national tourism foreign exchange income192.55 million US dollars, an increase of 14.08% over the same period in 2002. Why should we emphasize the number of overnight visitors in statistics? Because tourists don't just glance at the flowers when they stay, the longer they stay, the more they can promote consumption.

The National Tourism Administration predicts that in 2004, the number of inbound tourists will exceed 654.38+0.5 billion, the number of inbound overnight tourists will exceed 40 million, and the foreign exchange income from tourism will exceed 22.5 billion US dollars. These figures are impressive. Experts from the World Tourism Organization believe that China's inbound tourism maintained rapid growth in 2004, and both the number of inbound tourists and the foreign exchange income of international tourism exceeded the best level in the same period in history. China is truly the best tourist destination.

According to the prediction of the World Tourism Organization, by 2020, China will become the world's largest tourist destination country and the fourth largest source country, with the number of foreign tourists reaching 654.38+0.3 billion and the number of overseas tourists reaching 654.38+0.0 billion. In other words, one out of every ten people in China has been abroad, and the prospects are considerable.

According to the estimation of domestic experts, by 2020, China's foreign exchange earned by international tourism may reach about 60 billion US dollars, domestic tourism income will be about 2 trillion yuan, and the total tourism output value is expected to account for more than 10% of GDP. By then, tourism as a veritable pillar industry in China will become a foregone conclusion. This shows how exciting the development prospect of China's tourism industry is.

Tourism is a modern culture and service industry economy integrating resources, capital and intelligence. In the coming era of knowledge economy, modern science and technology education is the intellectual driving force of tourism innovation and the intellectual pillar of building a powerful tourism country.

Tourism economy will become one of the first industries equipped with modern high-tech achievements and one of the important carriers of knowledge economy. In the protection and development of tourism resources, the design and assembly of tourism products, the operation and management of tourism industry, the promotion of tourism industry and other aspects of hardware and software, the world's advanced scientific research achievements in various scientific fields of nature and humanities such as biology, universe, electronics, ocean, laser technology and history, archaeology, sociology, aesthetics, psychology, marketing, linguistics and photography will be widely used.

According to the forecast of the World Tourism and Travel Council (WTTC), by 2020, there will be 68.89 million tourism employees in China, accounting for 8.54% of the total employment in China. At present, the annual employment growth of China's tourism industry remains at around 10%. According to experts' prediction, the hottest industries in 2005 are finance, media, advertising, tourism, sales and market development, and tourism professionals are the human resources foundation for building a world tourism power. Practitioners should participate in planning practice, learn more professional knowledge and become professional tourism talents.

Second, the role of publicity in tourism management

A distinctive tourist image is a point that all major tourist attractions will pay attention to. Looking at the countries and regions with developed tourism in the world, we will find that these regions all have distinct tourism images.

Switzerland, known as the "world park" and "permanently neutral country", visited the world park. Why should we visit other parks? Spain is famous for its "Sunshine Coast", "Gold Coast" and "Matador", which is its characteristic. When we hear the matador, our first reaction must be Spain; New york is a blend of the best and the worst of the United States. "If you love her, take her to new york, where is heaven; Hate her and take her to new york, where is hell ",what an image! At home, the "hometown of the Great Wall" has made Beijing, the ancient capital of the East, famous all over the world. Shanghai, an international metropolis, has put up the banner of "wonderful every day". There are no specific scenic spots, but every day can be wonderful. What else can we ask for? Zhejiang, on the other hand, takes "poetry and painting Jiangnan" and "water town customs" as propaganda slogans ... These distinctive tourism images have long been deeply rooted in people's hearts and become the signboard of local tourism. Most scenic spots in China are also aware of this, scrambling to develop hardware and slogans to establish a tourism image, but it is still not very prosperous. Why?

The reason lies in the improvement of image. Of course, those famous tourist areas have made great efforts to practice "internal strength" and do have their own unique charm, but there are many kinds of herbs in various places, but not all of them are famous. They have to rely on singing and promotion. Tourism products are also products. How do people know that you have this product and this brand without "shouting"?

Take Shanxi's tourism as an example. In addition to Jinci, Wutai Mountain, Yungang Grottoes, Pingyao Ancient City and other famous tourist attractions, outsiders simply don't know about other tourist attractions. Are there no other tourism resources in Shanxi? Of course not. Even those who have been to Shanxi know that Shanxi is not only a mountain and river in appearance, but also a sea of folk songs, the hometown of folk dances and the cradle of China opera. It is also a treasure house of ancient architecture in China, a museum of ancient art in China and the cradle of Chinese civilization. There are many myths and legends in Shangdang area of Changzhi, such as Jingwei filling the sea, goddess filling the sky and filling the sea, ignorance and so on. This involves a problem of image promotion, the purpose of which is to stimulate people's desire to travel here. There is no image, but it is a pity that the image has not improved. Since 2004, Shanxi has been positioned as "an ancient Chinese civilization with beautiful scenery in Shanxi" and publicized in CCTV media, which has achieved good social and economic effects.

Third, it is attached with the propaganda and promotion carrier and successful case analysis.

If tourism is to be accepted by the audience, it must be promoted. How to promote it? In what form? The importance of word-of-mouth for products is self-evident, but today, with the prosperity of modern media, we can no longer rely on word-of-mouth, which is too slow to keep up with the times. As a new industry, especially professional advertising media, it is the best choice for scenic spots. Because of its universality and accessibility, while reporting promotional products, it can make people have a strong interest and impulse in tourism, and at the same time, it can also dispel some concerns about traveling here, such as tickets, popularity and safety. Many people are not tourists themselves, but after seeing these promotional activities, they are likely to be attracted and eventually develop into one of the tourists. Scenic spots and mass media, scenic spots and tourists all have two-way functions, which is not only the only way for the development of modern tourism, but also the general needs of the audience and the development requirements of tourism itself. No matter how good the packaging is, it also needs media promotion. Without them, beautiful packaging cannot be transformed into the final consumption behavior.

Traditional mass media include television, newspapers, radio and magazines, as well as some special media, such as outdoor media, print media, CDs, audio-visual products and mass networks. How to find the media suitable for the scenic spot among these dazzling media and how to use these media to successfully "package the scenic spot" should be a problem that the scenic spot should consider.

Successful case analysis of professional packaging in tourism times magazine scenic spot

If we want to promote packaging successfully, we must dig deep things. As a professional mass media, the publicity and promotion activities planned by our organization for tourist attractions are very vivid and successful. In the past year, Travel Times Magazine, Shanxi Popular Tourism Development Research Institute and Shanxi Haoyunda Advertising Culture Company have planned a series of large-scale tourism promotion activities.

Case 1

China? Shanxi Tourism Promotion Conference Many provinces sent delegations to participate in outdoor tourism promotion conferences.

"Ancient Chinese civilization, good scenery in Shanxi". Ancient Shanxi has a long history, with precious cultural relics and historic sites all over the province and beautiful scenery everywhere. The 2004 China Shanxi Tourism Promotion Conference, carefully planned by Tourism Times magazine, moved the tourism exhibition from indoor to outdoor, directly contacted the audience, publicized the advantages of Shanxi tourism and led the national tourism trend. The meeting attracted the attention of Shanxi Provincial Party Committee and provincial government. Beijing, Hebei, Gansu, Ningxia, Inner Mongolia, Shaanxi and other places participated in the exhibition. More than 6,543,800 people came to participate in the two-day event, which opened a smooth channel for tourism exchanges and negotiations inside and outside Shanxi Province, and enabled more updated tourism products and information to be exchanged in the quickest and most direct way. Targeted tourism product briefings, distinctive folk customs performances, outstanding tourist souvenirs and craft variety shows, and small and diverse forms of communication among people in the industry have all achieved gratifying results, and countless media reports have achieved results.

Case 2: The tourism income of Taihang Mountain Grand Canyon after the image promotion activity has nearly doubled compared with that before the activity.

Now many people know the landscape of Huguan and Taihang Mountain Grand Canyon, which has something to do with the promotion activities of Tourism Times magazine. Travel Times magazine held a series of activities for Taihang Mountain Grand Canyon. First, a briefing session on tourism promotion was held, with the active participation of many news media, professionals and travel agencies. The second is to hold a landscape photography exhibition. Third, the road trip was held. Not only the activity itself, but also the details of each activity are carefully planned. For example, the ribbon-cutting at the opening ceremony is usually satin ribbon-cutting, but the magazine is unique. Shen, member of the Standing Committee of the Provincial Party Committee and Minister of Propaganda, pressed the shutter of the old camera and the launching ceremony began. The private cars that have been lined up neatly have started a vast trip to the Grand Canyon. Before the incident, the tourism income of the Grand Canyon was very limited. It was only after the golden week of 2004 1 1 month, and the tourism income was 60 times of the original annual income. This shows the great role of tourism image promotion.

Case 3

Now many people know the landscape of Huguan and Taihang Mountain Grand Canyon, which has something to do with the promotion activities of Tourism Times magazine. Travel Times magazine held a series of activities for Taihang Mountain Grand Canyon. First, a briefing session on tourism promotion was held, with the active participation of many news media, professionals and travel agencies. The second is to hold a landscape photography exhibition. Third, the road trip was held. Not only the activity itself, but also the details of each activity are carefully planned. For example, the ribbon-cutting at the opening ceremony is usually satin ribbon-cutting, but the magazine is unique. Shen, member of the Standing Committee of the Provincial Party Committee and Minister of Propaganda, pressed the shutter of the old camera and the launching ceremony began. The private cars that have been lined up neatly have started a vast trip to the Grand Canyon. Before the incident, the tourism income of the Grand Canyon was very limited. It was only after the golden week of 2004 1 1 month, and the tourism income was 60 times of the original annual income. This shows the great role of tourism image promotion.

Case 3

Passat's Passion Crossing Universiade Road —— An Interview with Travel Times

Universiade Road starts from Datong in the north and ends in Yuncheng in the south, with a total length of 666 kilometers, which was completed on September 28, 2003. Its opening is of great significance to Shanxi tourism. About 50% of the natural tourism resources and 85% of the humanistic tourism resources in Shanxi Province gather on both sides of the Universiade Road, just like a ribbon, wearing all the scattered tourist pearls. Because of the six elements of tourism, "tour" is the most important. "Travel Times" magazine seized this hot spot in time, carefully planned it and submitted it to the Shanxi provincial government for approval. Sponsored by Shanxi Provincial Tourism Bureau and Shanxi Provincial Communications Department, the magazine took the lead in organizing more than ten news organizations to launch a series of interview activities on September 15, 2003. The activity was highly valued by the provincial and municipal governments, and provincial and municipal leaders participated in the activity. This activity is planned. The theme is outstanding, the interview scope is wide, and the coverage is wide and deep, which has set off a publicity upsurge of visiting Shanxi and played a positive role in spreading the tourism image of Shanxi. Sports cars are provided by Shanghai Volkswagen Shanxi Sales and Service Center, which not only reduces government expenditure, but also reflects the new trend of go on road trip. The team itself is a beautiful landscape.

In a word, the development prospect of tourism is brilliant, and tourism has a long way to go. With the development of economy, tourism, as a part of a novel lifestyle integrating material civilization, spiritual civilization and ecological civilization, has entered the families of hundreds of millions of ordinary people. How to treat tourist attractions, whether passively or actively, will have a far-reaching impact on tourists and tourism.