What are the online marketing strategies of tourism?

The competition of modern tourism is becoming more and more fierce, and various tourism companies have mushroomed. This is a fierce competition for every travel company. How to take the lead in the competition and win the competition is the problem of the company's marketing strategy. Nowadays, it is a very important marketing strategy for tourism enterprises not only to expand publicity in reality, but also to expand publicity on the Internet. With the continuous progress of the times, more and more people like surfing the Internet, and their ways to acquire knowledge on the Internet are more effective and rich. Therefore, online marketing in the tourism industry has become a very important part of company publicity. Tourism network marketing based on information technology has promoted the fundamental change of tourism marketing. It integrates the media and trading places, and uses the Internet to carry out tourism marketing activities, thus giving the tourism marketing combination a brand-new connotation. Tourism enterprises and tourist destinations should carry out the following marketing mix strategies: 1. Tourism promotion strategy Tourism network promotion is to give full play to the interactive communication function of the Internet and publicize the image of tourism enterprises, products and tourist destinations by means of rich network communication means. The main methods are as follows: (1) Organize online travel enthusiasts salons and travel clubs through online public relations, recruit members, and constantly hold colorful online friendship activities to attract tourists to participate, publicize tourism enterprise culture and tourism products, and cultivate tourism hobbies, so as to deepen tourists' impression of tourism enterprises and stimulate tourists' desire for consumption. (2) Online Advertising Promotion There are three main forms of advertising promotion on the Internet: one is to directly publish all kinds of standardized information about tourism enterprises and tourism products, and display them in front of online customers through a tourism product window composed of three-dimensional images such as shape, shadow, sound and color; The second is to promote sales with knowledgeable, informative and interesting cartoons. (3) The promotion of virtual online games attracts customers to participate in virtual online travel, so that customers can feel the charm of tourism products and the image of tourism enterprises through online games. 2. Implement the tourism product image strategy. The characteristic of tourism products is that production and sales are in the same place, and the main body is invisible. Tourists can't touch the entity of tourism products before buying. Although tourism network marketing cannot change this essential attribute of tourism products, it can give tourism products a unique form-virtual product image. Therefore, in the tourism network marketing of tourism enterprises or tourist destinations, the image strategy of tourism products should be implemented first. The strategy of tourism product image is to make full use of the multimedia function of tourism network to display the virtual image of tourism products on tourism websites in a three-dimensional and simulated way, so that tourism consumers can see the image of tourism products in cyberspace, understand the value of tourism products, and even feel the charm of tourism products through virtual network tourism. In order to locate the image of tourism products in the minds of tourists, we should use the real-time interactive function of tourism network to develop and design tourism products. The specific way is to set up a tourism column on the tourism website and open up pages such as "tourism opinion area", "online tourism consultation area" and "tourism self-design area". Through these pages, we can understand the needs of tourists, solicit their opinions and suggestions on tourism products, especially suggestions on the development and design of tourism products, so as to develop and design tourism products that meet the needs of tourists. 3. The propaganda strategy of tourism product price is characterized by the fuzziness of cost and the aggregation of price. Tourists always judge the rationality of tourism products by comparison before buying them. Tourism enterprises and tourist destinations should make use of these characteristics to promote the price propaganda strategy of tourism products. The strategy of tourism product price publicity is to make use of the media function and interactive function of tourism network to publicize the tourism product price and product price combination list of each tourism enterprise, so that tourism consumers can see a large number of similar tourism product prices at the same time in the tourism network space, know the reasonable price of tourism products, and get their satisfactory purchase price through interactive price adjustment. One of the main ways to publicize the price announcement strategy of tourism products online is to provide a series of price lists of various tourism products, which should indicate the product combination and announce the price adjustment table in different seasons and changes in supply and demand. The second is to open the price adjustment area of tourism product portfolio, so that tourists can freely combine their own tourism product portfolio and get the corresponding product prices. 4. Tourism network channel strategy Tourism network sales is the most revolutionary part of tourism network marketing, which integrates virtual display, virtual consumption, tourism consultation and tourism ordering of tourism products, allowing tourists to sit together with tourism product sellers and even tourism product producers for trading activities in a cross-period state. In this trading revolution, the status of tourism middlemen and agents has been greatly impacted, and the direct selling of production enterprises and product retailers has gained more and more market initiative. Facing this tourism marketing revolution, tourism enterprises and tourism destination network marketing should implement tourism network channel strategy. The strategy of tourism network channel is to establish a network sales channel covering the target market area with large-scale professional tourism websites as the marketing center, and provide convenient services for all kinds of customers 24 hours a day. The main way to implement the tourism network channel strategy is to gradually establish sales agent outlets in the target markets at home and abroad in accordance with the strategic planning of market development within the scope of the domestic and foreign tertiary markets and opportunity markets of tourism enterprises and tourist destinations. These sales agent outlets have established a closed sales service network with the professional websites of their tourism enterprises, and established a safe and efficient online settlement system for travel cards and tickets with banks, ensuring the smooth flow of business exchanges such as tourism information, product sales, commodity routes and fund settlement. The strategic plan of tourism network marketing focuses on the development of tourism network marketing, which is a huge high-tech project that needs technology, capital and equipment, and also a systematic economic project that needs ideas, talents and wisdom. Both tourism enterprises and tourism destinations should fully understand the necessity and urgency of tourism network marketing and seizing the tourism network information market from the height of global strategy, grasp the strategic focus of developing tourism network marketing, strike hard, establish a set of tourism network marketing system that has begun to take shape as soon as possible, and shorten the gap with developed regions and countries in the world. Here, the network marketing strategy of a tourist city in Henan Province is taken as an example for key planning.