Participants in the microenvironment of tourism enterprises

Marketing microenvironment refers to all kinds of participants who exist around tourism enterprises and directly affect their marketing activities. Mainly including buyers, middlemen, competitors, the public and so on.

(1) The influence of tourist buyers on enterprise marketing activities, including tourists and organizational buyers; (2) The influence of middlemen on the marketing activities of tourism enterprises.

Tourism middleman refers to the collective or individual who is between tourism enterprises and tourists, participates in commodity circulation business and promotes the occurrence and realization of buying and selling behavior. Including dealers, agents, wholesalers, retailers, transportation companies, marketing services and financial intermediaries. On the one hand, these tourism marketing middlemen should inform real and potential tourists of their products, on the other hand, they should enable tourists to easily overcome space barriers and reach places with tourism products. (3) the influence of competitors on the marketing activities of tourism enterprises

Competitors are one of the micro-environmental factors in the marketing of tourism enterprises. The situation of competitors directly affects the business activities of enterprises. We should pay attention to the analysis of our competitors.

Every tourism enterprise usually faces four types of competitors. That is, desire competitors, general competitors, product type competitors and brand competitors.

(4) The influence of marketing intermediary on the marketing activities of tourism enterprises.

Marketing intermediary refers to those enterprises that assist enterprises to promote, sell and distribute products to final buyers.

Including middlemen (wholesalers, agents, retailers), logistics enterprises (transportation, warehousing), marketing services (advertising, consulting, research) and financial intermediaries (banks, trusts, insurance, etc.). ), these are indispensable intermediate links in marketing activities. These connections help tourism enterprises to find customers or increase sales. (5) The influence of the public on the marketing activities of tourism enterprises.

The public is an important factor in the micro-environment of tourism enterprise marketing. It has actual or potential influence on tourism enterprises to achieve their goals. As a micro-environmental factor, the public environment is mainly manifested in the following aspects: ① Financial public, that is, any group that cares about, understands and affects the ability of tourism enterprises to obtain funds, including banks, investment companies, securities brokers and shareholders. (2) Mass media, mainly newspapers, magazines, radio and television and other mass media with extensive influence. (3) the government and the public, that is, the relevant government agencies responsible for managing the business and business activities of tourism enterprises. Citizens act on the public, including organizations that protect consumers' interests, environmental protection organizations and ethnic minority organizations. ⑤ Local public, such as residents and local officials near tourism enterprises. ⑥ The general public. ⑦ Internal public of tourism enterprises, including board of directors, managers and employees.