Introduction to tourist attraction marketing

This book is one of the "China Tourist Attractions Construction and Management Series". It carefully selects and conceives 36 strategies (more like marketing rules than strategies), and introduces 71 short and concise cases. , strives to explain it in a simple way, with pictures and texts, so that readers can understand and master each marketing rule concisely and conveniently, and be able to draw inferences from one example. Some marketing rules in the book, such as experiential marketing, network marketing, style marketing, beauty marketing, entertainment marketing, etc., basically reflect the latest achievements in marketing theory and practice. Although it may not be suitable for every tourist destination or scenic spot, I believe it can have some inspiration or reference value.

Give you a key to open the door to scenic spot marketing (Preface)

Theoretical Chapter

Chapter 1 Introduction

1. Proposal of Scenic Spot Marketing

2. Main theoretical basis

3. Definition and theoretical framework

Chapter 2 Scenic Area Marketing Strategy

1. Concept of Scenic Area Marketing Strategy< /p>

2. Characteristics and Significance of Scenic Spot Marketing Strategy

3. Scenic Spot Marketing Strategic Management

Chapter 3 Scenic Spot Market Positioning—Who to Sell to

1. Analysis of tourist consumption behavior

2. Market research

3. Market forecast

4. Market segmentation

5. Target market selection

6. Market positioning

Chapter 4 Scenic Area Marketing Strategy

1. Scenic Area Marketing Strategy Concept

2. Development of Scenic Area Marketing Strategy Theory

3. 4PCRs Marketing Strategy and Scenic Area Marketing Strategy System

Chapter 5 Scenic Area Product Strategy of 4PCRs - Products, Customers, Associations

1. Overview of Scenic Area Products

2. Scenic Area Product Positioning Strategy

3. Scenic Area Product Portfolio Strategy

4. Scenic Area Product Life Cycle Strategy< /p>

5. Scenic spot brand strategy

Chapter 6 4PCRs scenic spot price strategy - price, cost, return

1. The concept of scenic spot product price

2. Factors affecting scenic spot price decisions

3. Scenic spot pricing objectives and pricing methods

4. Scenic spot price strategy

Chapter 7 4PCRs Scenic spot channel strategy - channels, convenience, response

1. Basic content of scenic spot channel

2. Implementation of scenic spot channel

3. Scenic spot channel Development - E-commerce

Chapter 8 4PCRs Scenic Spot Promotion Strategy - Promotion, Communication, Relationship

1. Basic Principles of Scenic Spot Promotion

2. Personnel Promotion Strategy

3. Advertising Promotion Strategy

4. Sales Promotion Strategy

5. Public Relations Strategy

Practical Chapter

Chapter 9: 36 Strategies for Marketing of Tourist Attractions

Plan 1: Integrated Marketing

Plan 2: Brand Marketing

Plan 3: Image Marketing

Plan 4 Slogan Marketing

Plan 5 Advertising Marketing

Plan 6 Concept Marketing

Plan 7 Signature Marketing< /p>

Plan 8 Festival Marketing

Plan 9 Experiential Marketing

Plan 10 Exhibition Marketing

Plan 11 Conference Marketing

Plan 12 Style Marketing

Plan 13 Entertainment Marketing

Plan 14 Fashion Marketing

Plan 15 Celebrity Marketing

Plan 16 Beauty Marketing

Plan 17 Parade Marketing

Plan 18 Miracle Marketing

Plan 19 Hajj Marketing

The 20th plan of film and television marketing

The 21st plan of visual marketing

The 22nd plan of auditory marketing

The 23rd plan of food marketing

24 Strategies Knowledge Marketing

Plan 25 Service Marketing

Plan 26 Relationship Marketing

Plan 27 Cultural Marketing

Plan 28 Political Marketing

The 29th Plan: Emotional Marketing

The 30th Plan: Green Marketing

The 31st Plan: Commodity Marketing

The 32nd Plan: Business Card Marketing

The 33rd plan of digital marketing

The 34th plan of Internet marketing

The 35th plan of interactive marketing

The 36th plan of cooperative marketing

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Chapter 10 Kubuqi Desert Tourism Marketing Case

1. Market Survey and Analysis

2. Target Market Segmentation and Forecast

3. Tourism Image Planning and Marketing

4. Tourism Marketing Planning

Main References

Appendix

1. Some Countries List of marketing slogans for 4A tourist attractions

2. Marketing slogans of some tourist cities/urban areas

3. Image ambassadors of some tourist destinations

4. Some provinces , tourism image slogans and graphic signs of autonomous regions, municipalities, and special administrative regions

5. Image signs of some tourist cities

6. Marketing slogans and graphic signs of tourist destinations in some countries or regions< /p>