What are the eight misunderstandings of tourism marketing?

Myth 1: You only know about planning, but you don't know how to plan

Many scenic spots and urban construction, but you only know about planning but don't know how to plan. This is the cause of the system. Planning has entered the administrative procedure, but planning is still wandering outside the door, which is one of the major reasons for the waste of decision-making in our government. According to the World Bank's estimation, during the period from the Seventh Five-Year Plan to the Ninth Five-Year Plan, the loss caused by investment decision-making mistakes was about 4 billion to 5 billion yuan. There is reason to believe that most of this is caused by the lack of planning! These investment projects have beautifully packaged plans, and none of them can be launched without planning. But it is precisely because of the planning that we think we are happy and carefree. Under the guidance of seemingly scientific and reasonable planning, how many ridiculous things we have done!

In order to develop tourism, bosses and government departments have to make plans before they can apply for approval. This is an administrative procedure. However, it is often regarded as a market procedure. After the planning is completed, bosses and officials directly regard planning as planning to guide development, construction and marketing in order to save money or not know the importance of planning. As a result, it is conceivable that investment decision-making mistakes will become scapegoats, and all investment decision-making mistakes can almost be attributed to "planning absence mistakes" and "planning failure".

Every time we start planning a city and a scenic spot, I always talk to decision makers about a point: construction without planning guidance is disorderly construction, and planning without planning guidance is disorderly planning.

"planning" as its name implies means "making suggestions", "planning" as its name implies means "designing according to planning regulations", and "building" as its name implies means "designing according to planning"

Planning, hanging on the wall; Planning and planning, the market speaks.

planning depends on the officialdom and planning depends on the market, which is the fundamental difference between them.

almost every project we plan has been planned in the early stage, but after the government and the boss got it, they still couldn't eat it. Even many grass-roots officials told me, "To be honest, I may do better than them!" Let's take a look, most planning is a collection of materials. This is equivalent to buying lettuce, sorting and washing it, and cooking without adding materials. These plans only play the role of buying and washing vegetables, and cooking depends on planning, and finally a delicious food can be served to consumers.

Now, with the all-round penetration of the market economy, the government has begun to pay attention to planning and marketing, so some planning units that look at the government's face have also begun to get involved in planning. They told the government that our planning also includes planning, and a sum of money includes planning and planning, killing two birds with one stone and ensuring your benefits! We often hear an idiom called "crossing the line". Can the grocer in the hotel take the place of the chef? It is common sense that a chef can wash vegetables, but a vegetable washer can't cook.

there are two fundamental problems in planning, one is that there are thousands of people, and the other is that it is divorced from the market. Many plans give people a feeling of deja vu, and most of the product projects are either mediocre in creativity or copied. Most of the planning is completed by teachers and students in the college, and they don't have a deep understanding of the market. Their works have cultural connotations, but they lack research on consumers and human nature, and lack practical experience in marketing, which leads to the lack of market competitiveness of tourism projects.

to put it more seriously, planning and planning are hard work! Planning is well done, and hundreds of thousands of people in this city can eat by the effect of our planning; If the planning is not done well, hundreds of millions of people will be thrown into it, which is equivalent to killing hundreds of lives. Therefore, planners and planners are "playing hard". If they play well, they will save lives. If they don't play well, they will kill people! So planners and planners must have a high sense of responsibility. You can only come in to play if you can afford it and play well.

Myth 2, Five Ones, Five Steps Down

The so-called Five Ones mean making a movie, publishing a set of books, making a CD, singing a song and holding a festival.

This is the "old five trick" for many city governments to develop tourism. Our government's learning method is study by inspection, and the innovation method is copying. Therefore, this set of "magic weapons" is very popular in government departments and will be used almost whenever new officials take office.

The law of marketing is that familiarity makes contempt. If there are too many of the same things, people will be numb and will not work. In the late 195s, Dali and Shilin made two films, one called Five Golden Flowers and the other called Ashima, which made these two tourist cities on fire, so cities all over the country began to explore their own cultural themes and engage in film marketing. This set of roads has been played for half a century, and it is still regarded as a magic weapon by our officials today, which is simply unimaginable! What is the success rate of bringing a city to life with a movie? Sixty years after the founding of the People's Republic of China, there are no more than ten in the country! This kind of low probability marketing activity is eagerly pursued by our leaders, and investment decision-making mistakes will happen again.

After decades of five-in-one development, almost every city now has its own set of books and a CD-ROM, which are enthusiastically given to visitors. Everyone says my hometown is good! I can't wait for someone to take it back and put it on the shelf. Who knows that the guest turned around and lost it, and the CD won't really be taken back to watch. The final destination of these two things is the waste collection station. What a waste! Every time we plan a project, we will ask Party A to provide a large number of books and materials, but we will definitely send them back to Party A after the project is completed, because it is useless to keep them and it is a pity to lose them. In a low-carbon society, it is suggested that we create less waste. Books and CDs are not impossible to make. It is suggested that we make fewer copies, try not to send guests as much as possible, and read and play them for people in the local area to make the most of it.

don't make a suggestion about singing a song. The works of art that are circulated in the world are hard to find, and we can't make them by an administrative order! Songs have a spectrum, but the idea of prospering a city by one song is quite outrageous, and it is an ultra-low probability event. In 21, we planned Suqian luoma lake Scenic Area and made marketing hype by renaming it "Mashang Lake". The mainstream media in all cities in the country reported it one after another, and even the global media participated in the dissemination. In the words of local leaders, "it saved 2 million yuan for the publicity of Suqian and luoma lake!" . The local government also wrote a song called "Clear luoma lake" many years ago, and specially invited Song Zu Ying to sing it. What's the use? Apart from the locals, several people in the country have heard this song! The word "Immediately Lake" makes luoma lake stir the whole country, so why waste taxpayers' money?

generally speaking, I still advocate that the government should organize tourism festivals. First, it can enhance people's popularity; second, it can train soldiers. However, the government likes you to learn from me, and I learn from you. In the end, there will be festivals in cities all over the country every year, such as Yangmei Festival, Pear Festival and Lotus Festival, which will almost turn into tasteless and regrettable chicken ribs. And in order to breed a large number of festival organizers who cater to the taste of leaders, they benefited greatly from it, squandered the funds on planning, planning and marketing of this application, and finally led to the death of local tourism projects. I am not opposed to making money from the government, but I am firmly opposed to ineffective waste and blind self-entertainment. The main consumers of most of the country's clubs are the local people in four townships and eight towns. This is not a typical self-entertainment. What is it?

luliang county, Yunnan Province is a typical example. In order to promote tourism, the government borrowed money from banks to hold a "sand sculpture festival" and invited the world's sand sculpture masters to participate in it. Every year, millions of expenses flowed into the organizer's pocket. The whole city's tourism simply didn't expect to do positioning planning, product planning and marketing planning, thinking that a festival can win the world. As a result, everyone was deceived by the illusion of popularity in the first two years, thinking that it would last forever. I don't know that in the past few years, fewer and fewer tourists owed tens of millions of dollars, and finally the scenic spot had to be listed for sale. This is the result of violating market rules and not understanding the importance of overall brand planning.

"Five One Projects" is an auxiliary means for tourism development, and it is by no means a necessary means or a key means. It must be closely planned as a whole, otherwise relying solely on five ones will easily become five steps backwards.

Myth 3: Travel Fair, the task is traded

In terms of promotion meeting and tourism fair, what needs to be solved or can be solved is only the docking problem between the tour organizing agency and the tour receiving agency, which is mainly faced by people in the industry or peers, and its influence on the public is very limited.

If we make an analogy, the direct face-to-face promotion between tourism enterprises can only solve the problem of picking up peaches under the tree (the group club) and collecting peaches (the group club), and the matter of planting peaches and beating peaches is often ignored. Just like a ground force without the cooperation of the air force, it can only promote the cooperation and mutual benefit between tourist cities or enterprises, distribute very limited information, and can't influence tourists' travel intentions, and it is difficult to have a great impact on the source structure of the seller's market, and it will cost a lot of manpower, material resources and financial resources, which will get twice the result with half the effort. With the vigorous publicity of public media such as TV and newspapers, especially the concentrated publicity and reports of many mainstream media for a period of time, the characteristic resources of tourist destinations have a wide impact on tourists (such as planting peaches or playing peaches), just like an air force that cooperates with operations and can obtain "air superiority" in important tourist sources, it directly influences tourists' travel intentions and has a great impact on the tourist structure of the seller's market, with twice the effort.

Now, attending the tourism fair is more about completing a task than taking the initiative to participate. The tourism fair is a transaction of everyone's participation tasks. The opening ceremony of more tourism fairs is the closing ceremony, and the one who finally makes a fortune is the garbage collector. Is there any effect? Some have negative effects, called trial by default. And the bigger your enterprise, the bigger your brand, and the greater your negative effect. For example, there is a national tourism fair. If you don't go to Kunming and you don't go to Lijiang, people may think, is there anything wrong with Kunming and Lijiang? Why didn't this fair come? This is the negative effect. So, who is cheering at our tourism fair and what purpose has it achieved?

Myth 4: Overseas sales promotion has promoted others.

Now we often organize a large number of people to go overseas to promote sales. What is the effect? Broadening one's horizons is certain and useful. But did it achieve the purpose of marketing? Only you and I know, and the final summary report knows. If we put the money together to make a website, I'm afraid the effect will be better through online marketing. An overseas tour operator told us that you spent hundreds of thousands and millions of yuan not far from Wan Li and brought dozens and hundreds of pounds of information to promote tourism. Did it have any effect? Often, more people are too lazy to take back the heavy information, or throw it away in one hand and one hand, or leave it in the trash can in the hotel room. If you put your information online, just tell me your website address, won't it? It saves money and effort, is vivid, colorful and can be updated at any time. Of course, if you come all the way here just to meet friends, have a drink and deepen your feelings, this goal can still be achieved. It's just that the cost of drinking this glass of wine is a little too high. In addition, there are still some problems in overseas promotion.

first, the blindness of overseas promotion target market. Our market was originally in the United States, but you went to Germany. The market was originally in Hongkong, and you went to Taiwan Province.

Statistics from the National Tourism Administration show that Japan, South Korea and Russia have been China's first, second and third largest source countries for many years. Obviously, our external marketing must first keep a close eye on the main customers of the above countries. Only by doing enough work in these countries and having enough shares can we go to other neighboring countries and developed countries in turn. Judging from the changes of tourist sources in Guangzhou in recent years, the top 15 inbound tourists in previous years were mainly Japan, South Korea, Europe, America and Southeast Asian countries. South Korea is the second largest tourist source country in China, but it ranks 1th in Guangzhou, and Russia is the third largest tourist source country in China, but it ranks 18th in Guangzhou. This shows that except for tourists from Guangdong (mostly passers-by), other inbound tourists rarely come to Guangzhou. Even many tourists from Korea and Russia don't know that there is a Guangzhou in China because of poor publicity (according to a reporter from Seoul TV). Hundreds of thousands of Koreans come to China every year, but only a few thousand people come to Guangzhou. It can be seen that while consolidating the old tourist destinations, South Korea and Russia should be the top priorities for Guangzhou to open up new tourist destinations, tap potential tourist markets and strengthen external publicity and promotion. However, in the past few years, Guangzhou has always been far away from the near, avoiding the heavy and focusing on the European and American markets, but the result is half the effort, thankless, and it is rare to have a few points of increase after large-scale investment. Later, under the direct intervention of the city leaders, the focus of overseas marketing was placed on Japan and South Korea, and only Korean guests increased by 4% year-on-year, becoming the fifth largest source country in Guangzhou.

Second, the blindness of promotional activities, which mainly shows as follows:

The first is to fill in the blanks in tourism promotion, and to promote wherever you have never been. Many units engage in sales promotion not to the target market, but to the blank spot of the life experience of decision makers or staff, as if vowing to travel around China and the world. Anyway, most of them are government actions, and they don't care about the effect and return.

the second is to treat tourism promotion as tourism, and to promote it wherever it is fun. Tourism promotion and promotion should have gone to important tourist destinations, but many of our units have done the opposite, always going to destinations, and doing promotion wherever there is fun. Some provinces and cities engage in so-called "traveling thousands of miles" every year, which costs hundreds of thousands or even millions at a time. When you look at their itinerary, most of them are tourist destinations-the banner is publicity and promotion, and the essence is public travel.

the third is to treat tourism promotion as welfare treatment, and let anyone who has never been there do it. Although tourism promotion is not as professional as science and technology, it is also a science, which requires some professional knowledge, and not everyone can do it. However, some of our units always regard going out to promote sales as a kind of welfare and treatment. Directors run to Europe and America, directors run to Japan and South Korea, and section chiefs run to the whole country. Whoever has never been there will run. As a result, the promotion outside the mirror promoted others.

this is basically the usual practice of many government departments. There is something wrong with the guiding ideology and blind behavior, which is a taboo for tourism promotion!

Myth 5: Promotion caravans, the old ox pulls the cart

Tourism promotion caravans started in Guangxi, followed by a gust of wind, and there were tourism promotion caravans everywhere for a time. The final conclusion is similar: how many cities have been visited, how many mayors have been visited, how much information has been distributed, and so on. How many tourists did it attract? It is possible that next year will be less than this year. The first important job in tourism is publicity, the second is publicity, and the third is publicity! The best platform for publicity is nothing more than newspapers, television, internet and other public media. But now, many of us tourists are still keen to spend money on various promotion meetings, trade fairs, caravans and miles in tourism promotion. We don't mean that promotion meetings, trade fairs, caravans and miles can't be held, but after all, it is not the most direct and effective means of tourism promotion. If we are always keen on promotion meetings, trade fairs, caravans and travelling thousands of miles, we can only say that the methods are improper or suspect that their motives are impure. Obviously, even if you send 1 people to a promotion meeting, a trade fair, a caravan or a journey of thousands of miles, everyone can publicize to 1 people, and the audience is only 1, people.