How does tourism marketing not fade in the off-season?

The off-season of tourist attractions is a period of relatively few tourists. During this period, the tourist market in scenic spots was relatively calm. Tourism marketing of scenic spots can combine the characteristics of scenic spots, maintain the original charm and carry out marketing for specific markets. The alternation of off-season and peak season is like the change of seasons. After the cold winter, everything recovers in spring. If the tourism industry can improve its performance in the off-season, it can not only generate income for the scenic spot and raise its popularity, but also lay a good foundation for the upcoming tourist season and occupy a favorable competitive position in the tourism industry. The following is an analysis of the marketing strategy in the off-season of tourism. First, the price factor At present, the economic development of China determines the consumption concept of consumers in China. Most consumers are quite sensitive to prices, and their consumption level is still at a low level. It can be seen from the off-season promotion that price plays a leading role. For example, the sales of down jackets in Zhengzhou and other places this summer, the sales of some brands actually exceeded the sales in winter. "You can get the opportunity to visit scenic spots for free by sending SMS, and lucky tourists can also visit more than 20 scenic spots in Shandong/Kloc-0 for free for life." This is the 80-day activity in Zhou Bianyou, Shandong Province initiated by Shandong Provincial Tourism Bureau, and it is also the first large-scale activity in Shandong Province to cope with the off-season. Second, the guidance of events In the off-season of tourism, some major events may change the status quo of the off-season. For example, when Russian President Vladimir Putin visited Shaolin Temple, it was not the peak season, but his arrival not only increased the passenger flow of Shaolin Temple, but also enhanced its brand image. Tourism planning and marketing agencies pointed out that even in the off-season, tourism consumers also have demand. Only by finding this demand and guiding it with scientific marketing strategies can tourist attractions truly achieve the goal of not fading in the off-season. Third, change the management concept. When the off-season comes, people will think that tourists will not come to the scenic spot again. Therefore, the relaxation of market research, less promotional activities and less customer visits directly lead to the rigidity of business strategy, which can only make sales performance lower and lower, and tourist attractions often blame it on the arrival of off-season, resulting in a vicious circle. Zhang Ruimin, president of Haier Group, once said: "There is no off-season market, only off-season concept." Therefore, if the tourism industry wants to improve its performance in the off-season, it must first change its business philosophy. Only when its thinking changes, its actions will change and its management position will change. Fourth, strengthen personnel management In fact, formulating marketing strategies in the off-season can effectively improve the management effect of tourist attractions. Under normal circumstances, the operators of scenic spots choose to carry out various promotional activities in the tourist peak season and adopt a tight management method in the off-season. For the scenic spots where geographical location and resources are not dominant, the implementation of peak season promotion is bound to be unable to compete with the dominant scenic spots, and the marketing effect is minimal. However, if it is carried out in the off-season, it can avoid competition from other scenic spots and produce good business results. Off-season marketing often dampens the enthusiasm of sales staff and does not have the enthusiasm to develop the market. The insiders believe that in order to improve the off-season performance of tourist attractions, it is necessary to strengthen the management of staff and stimulate their enthusiasm for work. At the same time, the realization of off-season promotion also has the following advantages: (1) reflects the concern for consumers. The off-season price advantage is a favorable factor to attract the vast number of tourism consumers. Discounting and increasing the added value of products will attract price-sensitive consumers. (2) Adjust the promotion methods to improve performance. When the consumption demand of the tourist market in the peak season reaches its peak, enterprises can have enough time to adjust their business strategies after reaching the off-season, thus driving the off-season to be more prosperous. V. Saving expenses It is an indisputable fact that the performance of tourism has declined in the off-season. When the scenic spot finds that various marketing methods have little effect on the performance improvement, reducing the cost becomes a factor to be considered. These expenses are mainly marketing expenses in off-season, including office expenses, travel expenses, entertainment expenses and marketing expenses. The insiders believe that when tourist attractions are sold in the off-season, the expenditure of funds should be controlled. When necessary, scenic spots can set up websites and blogs, and publish scenic pictures of scenic spots online, thus reducing the cost of publicity activities. We should do a good job in the following aspects: (1) Strengthen the management of salesmen. (2) Formulate a reasonable standard for marketing expenses and strictly follow it. (3) Establish and improve the supervision mechanism of marketing expenses. In the face of frequent alternating tourist seasons, scenic spots can only lead consumption with a positive attitude, so as to get rid of the adverse effects of off-season and improve sales performance. Off-season is the best time to build a tourism brand. As long as there are scientific and reasonable marketing strategies, we can get out of the haze of the off-season and make the tourism market bigger and stronger.