A few questions about tourism marketing, thank you.

Tourism consumption refers to people's behaviors and activities to meet their personal enjoyment and development needs by purchasing tourism products in the process of tourism.

Its influencing factors are divided into macro and micro:

Macro: (1) Population environment. Population is the first element of the market. Population directly determines the market size and potential capacity. The more people there are, the faster the tourism industry develops, and the tourism consumption will follow.

(2) Economic environment. Economic environment is the main environmental factor affecting tourism consumption, including income factor, consumption expenditure, industrial structure, economic growth rate, money supply, bank interest rate, government expenditure and other factors, among which income factor and consumption structure have great influence on tourism consumption. If per capita GDP increases, Engel's coefficient decreases, and people's requirements for quality of life become higher and higher, they will look for ways to increase tourism consumption.

(3) Political and legal environment. The political environment guides the direction of tourism activities, while the legal environment is the code of conduct for tourism management activities. Politics and law are interrelated, and * * * has influence and function in tourism marketing activities. If the government strongly supports red tourism, it will increase the consumption of red tourist attractions.

(4) Social and cultural environment. Social and cultural environment refers to the sum of values, religious beliefs, customs and ethics that have been formed under a social form. If consumers' education level is improved, they will be more civilized and rational, which will have a certain impact on tourism consumption.

Micro: (1) middlemen such as travel agencies.

(2) Various businesses of tourist attractions. The service attitude, pricing mode and sales mode of middlemen and various tourism-related businesses will affect consumers' behavior.

(3) customers.

(4) the public. With a good reputation, more people are willing to spend. Businesses like Sanya in Hainan are forced to spend. Who dares to go?

2. Tourism product development procedures:

(1) At the stage of concept development and product planning, the information about market opportunities, competitiveness, technical feasibility and production demand is integrated to determine the framework of new products.

(2) Detailed design stage,

(3) Small-scale production stage, that is, a small amount of products are produced for consumers to try out and observe whether the products are suitable.

(4) Incremental production stage.

3. Types and development trends of tourism consumption demand

Type: Tourists' needs for food, transportation, travel, housing, shopping and entertainment in tourism activities.

Tourism demand refers to various tourism consumption desires of different tourists.

At present, with the continuous maturity of tourists' concept, tourism demand has become a high-level demand. In order to pursue better material enjoyment and spiritual satisfaction, tourists are no longer limited to sightseeing, but turn to leisure and cultural appreciation, integrating participation and experience into it, making tourism consumption pleasant and comprehensive. However, due to the differences of tourists' personality, living conditions and economic income, as well as the influence of their social environment, tourism demand also shows various characteristics that vary from person to person. On the one hand, it stems from the complexity of people's psychological activities, that is, tourists' cognition, attitude, emotion, preference and learning process about purchasing and consuming tourism products are complicated; On the other hand, it also stems from the increasingly complex tourism environment and the constant changes of tourists' tourism activities, which will inevitably have an important impact on tourists' psychology and behavior, thus leading to the dynamic changes of tourism demand.

Development trend: globalization and high-quality tourism.

But as far as China's tourism industry is concerned, China's tourism consumption will show the following trends:

(1) International and domestic tourism will increase substantially.

(2) The level of tourism consumption will continue to improve.

(3) Characteristic tourist commodities will gradually increase.

4. Competitive strategy of tourism market positioning:

Tourism enterprises should adopt different competitive strategies according to the tourism products in different life cycle stages. Tourism enterprises can adopt the following four competitive strategies during the product investment period:

Investment period: (1) double high strategy. On the one hand, tourism enterprises can quickly recover their costs and give potential consumers the feeling of "high price and high quality"; On the other hand, through effective publicity, potential markets can quickly understand products, which is conducive to products quickly occupying the market.

(2) Intensive infiltration. With low prices and high-intensity promotion, we strive to make products quickly squeeze into the target market, with the aim of occupying as much market share as possible at the fastest speed.

(3) Selective infiltration strategy. Combine high prices with low promotion efforts to reduce promotion expenses and earn higher profits. This strategy is suitable for highly monopolized tourism products in the market.

(4) Double low strategy. Strive for low price and low promotion to enter the market, not in a hurry to occupy the market, but only gradually enter the market. The prerequisite for tourism enterprises to adopt this strategy is that the target market has a considerable understanding of tourism products and a large market capacity. At the same time, consumers are more sensitive to price.

In the product growth period, tourism enterprises should focus on improving product quality, increasing varieties and perfecting the series of services in the growth period in order to improve the competitiveness of tourism products. In promotion, we should change from introducing products to establishing corporate image and brand. In terms of distribution, tourism enterprises should pay attention to the choice of middlemen and give appropriate preferential treatment. In terms of price, tourism enterprises should appropriately reduce the price of high-priced tourism products and participate in the competition at competitive prices. Tourism enterprises should pay attention to protecting the market and opening up new markets after their products are mature.

Basically, I hope my own writing will help you ~ please adopt it if you can ~