How to write the tourism product promotion planning report?

First, the general situation and present situation of tourism advertisements in China

With the steady development of economy and the improvement of people's living standards, tourism activities have gradually become an important part of people's lives, which has promoted the vigorous development of the domestic tourism market. With the increasingly fierce competition among tourism product manufacturers, the promotion of tourism products relies more and more on media advertisements to expand its influence and attract tourists. Advertising and promoting tourism products have become an important symbol of tourism marketization. Tourism advertisements gradually stand out from ordinary commodity advertisements and become special advertising categories. Therefore, according to the characteristics and current situation of China's current tourism market, it is a new topic of tourism research to study the application of media advertising in tourism promotion.

1. 1 the meaning of tourism advertisements

As an important means to promote the sales of tourism products, tourism advertisements are invested and published by tourism enterprises. Tourism advertisers mainly refer to paid, organized, comprehensive, persuasive and impersonal information dissemination activities related to tourism products, tourism services and tourism information funded by tourism enterprises through various media. Tourism advertising is to widely publicize and promote tourism products by various media means, effectively promote the sales of tourism products, and thus help tourism enterprises obtain economic benefits.

Tourism advertising requires advertisers to master the characteristics and methods of advertising, closely combine the characteristics and characteristics of tourism products, and effectively promote tourism products through tangible visual effects or persuasive publicity channels to cater to tourists' consumption behavior and psychology. While visually expressing tourism products, how to highlight the value of intangible services hidden in tourism products, how to show the cultural origin and image connotation in tourism products, and how to stimulate the tourism needs of the audience and finally urge them to take action should be the key issues for tourism advertisers.

1.2 Research Status of Tourism Advertising

Not commensurate with the rapid development of the tourism market, the application and research of tourism advertisements are very weak. The theoretical research on tourism advertising at home and abroad is still in the general stage, and scholars and researchers have not yet formed a * * * understanding of the basic theory. There are few monographic studies and books on tourism advertising research, such as Advertising into Tourism and Leisure College (Morga &; Pritchard (1998) is a travel advertisement monograph which has been widely recognized and disseminated. The Practice of Tourism Advertising published by East China Normal University in Shanghai is one of the monographs on tourism advertising in China. However, the book is only elaborated through some practical cases, and no practical methods or strategies have been extracted from it. Journal of Tourism and Journal of College also published some case studies. Generally speaking, the theoretical and applied research of tourism advertising is still immature. On the one hand, the theoretical study of tourism advertising comes from the theoretical study of mass communication, and on the other hand, it is mainly an extension of the study of tourism destination image. However, both of them are one-sided in the application research of tourism advertising, and their theoretical research is not in-depth and practical guidance is of little significance.

Second, the main characteristics of tourism advertising

As a classified advertisement, tourism advertisement has all kinds of characteristics of general commercial advertisements, such as compensation, timeliness, purpose, directionality, diverse forms and extensive content. In addition, due to the characteristics of tourism products in production, sales, promotion and consumption, tourism advertisements also have other characteristics different from general commercial advertisements, mainly as follows:

2. 1 The high involvement of tourism products requires the high interactivity of advertising communication ()

The "interactivity" in communication refers to the intelligent, complex, multi-directional and dynamic characteristics that occur between two or more parties. Hett pointed out that the core concept of interaction is "information control", that is, information recipients control information. Steuer( 1992) put forward the "horizontal classification definition of media interaction" and proposed two main methods to define media interaction: person-to-person interaction and person-to-message interaction. Interpersonal interaction refers to the two-way communication between information sender and information receiver, that is, the high interactivity of communication. According to the two latitudes of interpersonal interaction and interpersonal communication, Chang-HoanCho and others summarize the interaction of advertising as: the degree to which people participate in advertising activities through interaction with advertising information and advertisers. The essence of advertising interaction is the degree to which the audience controls the advertising information. Chang-HoanCho and others first put forward the relationship between advertising interactivity and consumption involvement through experimental measurement. The higher the involvement of product purchase, the higher the information exchange requirements between consumers and advertisers, the smoother the communication, and the stronger the interaction of advertisements.

Philip kotler, the father of marketing, pointed out in his famous "Marketing Management" that "more complicated and expensive decisions often condense the repeated measurement of buyers, and also include many participants in purchasing decisions". There is no doubt that tourism products are products with high stakeholders, especially at present, tourism consumption in China is far from becoming a necessity in people's daily life. Before making a travel decision, tourists need to go through repeated information collection, sorting, comparison, screening and decision-making, and they also need to make a lot of preparations before going out. In addition, the remoteness and cross-culture of tourism activities, as well as the strangeness and insecurity brought by remoteness, will enhance tourists' demand for information exchange with destinations, tourism enterprises and other tourists who have had relevant experiences. In view of this kind of consumption psychology, tourism advertisers can provide a highly interactive communication and information exchange platform to help tourists deepen their understanding and memory of their tourism products, better help tourists make tourism decisions and enjoy the tourism experience.

2.2 The comprehensiveness of tourism products determines the high three-dimensional advertising information.

Tourism products include not only the tangible features of various scenic spots and reception facilities, but also the intangible services based on reception facilities, involving all aspects of tourism organizers, reception departments and service personnel. The comprehensiveness of tourism products determines that the information content in the advertising of tourism products is extremely high. Advertisers are required to provide three-dimensional information resources, including horizontal information of tourist attractions, transportation, catering accommodation, shopping and other reception facilities. They must also provide tourists with relevant knowledge such as common sense of tourism, advantages and characteristics of scenic spots, aesthetic appreciation, history and culture, and contingency survival through different forms of vertical information, so as to enrich the knowledge of tourists or potential tourists and help tourists better achieve the aesthetic pleasure effect of tourism. In addition, the appearance of tourism advertisements as "information" has also played a role in blurring the boundaries of advertisements, which can better narrow the distance between tourism enterprises and consumers.

2.3 The unity of time and space in the production and marketing of tourism products determines the diversification of advertising forms.

The essential feature of tourism products is the unity of production and sales in time and space. The production process of tourism products is the process of tourists consuming products, and tourists are essentially involved in the production process of tourism products. Therefore, how to better guide and control tourists to participate in this process is the key to the smooth progress of tourism activities. Therefore, the guidance, education, aesthetic and cultural edification of tourists before, during and after tourism activities are also one of the key considerations for tourism enterprises to carry out tourism advertisements. In addition to providing three-dimensional tourism information, tourism advertisers should also integrate specific tourism product advertisements in various forms, such as television, newspapers, magazines, internet and public welfare activities, so as to cultivate the market for tourists and promote tourism products.

2.4 The nature of tourism consumption determines the distinctive personalization of advertising information ()

Tourism consumption is an experiential consumption. Due to the interaction among tourists, tourism service personnel and destination residents, the tourism experience is strongly influenced by emotional factors. The consumption behavior of tourists and the individualization of tourism experience determine that the demands of tourism advertisements are highly personalized. Tourism enterprises must adopt corresponding advertising strategies and forms for different target markets and different advertising audiences, and fully reflect the uniqueness of tourism products in order to attract tourists better. With the application of new media technology, the fragmentation, personalization and pertinence of tourism advertising information will be more distinct, and advertising production and release will also develop in the direction of "personalized customization".

2.5 The remoteness of tourism experience determines the richness and versatility of advertising appeal.

Tourism is an aesthetic and pleasant experience for tourists to leave their usual environment and go to different places. The remoteness of tourism activities will affect tourists' tourism perception, and foreign culture, folk customs, living habits and unfamiliar environment will bring certain strangeness, insecurity and strangeness to tourists. This requires that when promoting tourism products, tourism advertisements should focus on stimulating tourists' desire to travel and eliminating tourists' vigilance and rejection of foreign cultures. The appeal of advertising must combine emotional appeal with rational introduction. On the one hand, people's psychology of seeking beauty and novelty is used to make emotional advertisements that can induce tourists' desire to travel; On the other hand, through various channels to provide tourists with rational tourism-related information, help tourists to eliminate doubts and concerns, deal with some problems encountered in the process of tourism, advertise with rich and diverse information, and more effectively promote the image of tourism products and tourist destinations.

Third, the application analysis of tourism advertisements in the promotion of tourism products

With the development of China's tourism market, tourism activities are increasing, the competition in the tourism market is becoming increasingly fierce, and the role of media advertisements in tourism promotion is increasing. According to the characteristics, advantages and disadvantages of different advertising media, we should make choices for different purposes, contents, specifications and audiences. At present, the choice and use of media in tourism advertisements and their effects are mainly in the following ways:

3. 1 Newspaper advertisements are the main channels for information dissemination of tourist routes, tourist transportation and other products.

The audience of newspaper advertisements is mainly concentrated in urban market towns, with a stable readership, and the main audience is the main consumers or potential consumers of tourism products. Newspapers have the characteristics of information and timeliness, which are quick to update and spread, and it is easier to gain the trust of the audience. Newspaper advertisements take characters as the main form of expression, with large amount of advertising information and low advertising cost, which can promote tourism products more comprehensively, accurately and in detail, and also have certain preservation. At present, advertisers are mainly used by travel agencies to publish advertisements for tourism projects, tourist routes and vehicles, as well as notices from the tourism industry. However, due to the limitation of printing and layout of newspaper advertisements, the expressive force of advertisements is not strong enough, the content is not rich enough, and the audience's purpose is not clear enough, which is not suitable for the integrated promotion of tourism products.

3.2 TV advertising is an important form of tourism destination image promotion.

Television advertisements are colorful, vivid, vivid and have a wide coverage. By using different shooting techniques and advertising creativity, TV advertisements form plot fragments in a short time, which is highly infectious and easier to be accepted and remembered by the audience. It is the best form of tourism destination image publicity. At present, TV advertisements are widely used in tourism promotion to publicize the overall image of tourist destinations. Through TV advertisements, the image and concept of tourist destinations are displayed visually. Generally, the length of a film is about 30 ~ 60 seconds. Such as "Climbing Mount Tai to ensure safety", "A paradise on earth in Yantai, Shandong Province" and "China Hangzhou Mengxizi" and other tourist destination image advertisements were published in many provincial TV stations.

At present, travel feature films, travel feature films and travel TV magazines are popular forms of TV advertisements. This kind of advertisement shows the audience the "food, shelter, transportation and entertainment" of the tourist destination through the personal experience of the program host or participants, vividly combines travel notes with tourism culture, blurs the persuasive characteristics of traditional TV advertisements, and achieves the interactive effect of tourism advertisements to a certain extent. In this regard, Hong Kong Thailand Travel, Hong Kong Kangtai Travel TV Magazine and Hong Kong Yongan Travel TV Magazine have outstanding performances. Now, from CCTV to local TV stations all over the country, various forms of tourism programs or TV advertisements have been launched. However, the preservation of TV advertisements is poor, the production and distribution costs are expensive, and the target market of the audience is not clear, so tourism enterprises should seriously consider it. Consider the level, grade and prospect of tourism products in the market, consider the production and investment of advertisements, and choose the level of advertising media.

3.3 Internet is the best form and development trend of tourism advertisements.

1967, the term "new media" was used for the first time by P. Gardmark, director of CBS Technology Institute in the United States, which stimulated the research and popularization of new media advertisements. New media mainly refers to the Internet, teletext and satellite TV based on network technology and optical fiber technology. As the most representative new media, Internet has been widely used all over the world. The dissemination of new media has the characteristics of two-way, three-dimensional, diversified forms of expression and borderless and multidirectional dispersion of information dissemination, which is an advantage that traditional mass media cannot have (RafaeliandSudweeks,1997; MorrisandOgan， 1996； Pavlik, 1996). The interactivity of new media has become the best performer of the concept of B-C (business to customer) market (1993). The inherent advantages of this new type of communication media are in line with the outstanding characteristics of tourism advertising communication. Therefore, the Internet will surely become the best media for the application of tourism advertisements and its future development trend.

1994 AT & amp； T Company released the world's first Internet advertisement on hotwired, which opened a new chapter in advertising. As a form of advertising, online advertising has developed rapidly and spread all over the world. The communication mode of online advertising is timely interaction, two-way communication, "one-to-one" communication and user-driven, which gradually blurs the boundary between information and advertising in form and release, further realizes the interaction between advertisers and advertising audiences, provides users with rich, three-dimensional and direct information, effectively meets the different needs and habits of different audiences, and realizes the personalization and fragmentation of advertisements. These advantages and characteristics of online advertising fully meet the requirements of tourism advertising information and tourism market education, and will surely become the best publishing form of tourism advertising.

In addition, there are various virtual communities in the network. Virtual community is a virtual space where people communicate online around certain interests or needs through the network, which has the characteristics of * * *, initiative and decentralization (Chen Gang et al., 2002). Compared with traditional media, virtual community provides a mouth-watering audience resource for the release of tourism advertisements. People in the online community generally have the same interests or similar needs, communication is equal, and the way of information dissemination is similar to interpersonal communication. Without absolute authority and utilitarian communicators in information exchange, it is easier to form trust between people, thus greatly increasing the persuasiveness of information. The performance of virtual community can improve the pertinence of advertising and the reach of advertising information to the target audience, make the information exchange between advertisers and audiences more timely and smooth, and help tourism enterprises to establish a more detailed customer data database, understand tourists' psychology and grasp market trends.

In short, the characteristics and advantages of online advertising are incomparable to traditional media. According to the characteristics of tourism products and tourism advertisements, the network will become the best media for tourism enterprises to publish advertisements. The combination of tourism online advertising with different forms of tourism introduction, tourism common sense, travel notes and other auxiliary information will make tourism advertising more full and three-dimensional. Obviously, the bottleneck phenomenon of the current internet development also restricts the development of online advertising to a certain extent; However, with the improvement of network construction and network credit platform and other related facilities and policies, online advertising will become the best choice for powerful advertising media and tourism promotion.

3.4 Magazine is an effective media to promote the image of tourism enterprises and products.

Although both magazine advertisements and newspaper advertisements are print advertisements, they are more artistic and professional than newspaper advertisements in terms of design, production, printing and distribution, and they are more expressive and can highlight the products advertised. Magazine advertising has a clear audience, obvious directionality and professionalism, and has preservation value. Magazine advertising combines product pictures with layout design and advertising copy through advertising creativity, vividly displays the general situation of tourism products and comprehensively and vividly publicizes tourism products. At present, the tourism products advertised by magazines are widely used, mainly to promote the image of tourism products such as tourist hotels and tourist attractions. However, due to the limited dissemination of magazine advertisements, high advertising cost and weak timeliness, it is not suitable for the release of tourism information with high repeatability and timeliness, which has certain limitations on the integrated image promotion of tourism destinations.

3.5 Other forms of advertising are auxiliary forms of image promotion of tourism enterprises.

In addition to publishing large-scale tourism advertisements in newspapers, magazines, television and the Internet, tourism enterprises also publish other corporate image propaganda through different ways and different carriers, mainly including tourist leaflets, tourist corporate brochure, tourist product brochures, mobile advertisements on tourist vehicles, outdoor advertisements, tourist maps, and other invisible advertisements published by tourism enterprises, such as public relations activities of tourism enterprises and on-site activities of enterprises.

Mobile advertisers on tourist vehicles mainly refer to the advertisements painted on tourist vehicles, such as the body and hull advertisements on tourist cars and cruise ships. Traffic advertisements have the characteristics of strong mobility, long exposure time, low price, relatively simple production, obvious pertinence and directionality, and at the same time, they also increase the recognition of vehicles, and are widely used in tourism advertisements. However, due to the limitation of transportation itself, the expressive force of advertising is not strong and the content is simple. It can only be used as one of the forms of visual identification system such as the name, logo and slogan of tourism enterprises, and it is difficult to be used as an independent advertising form.

Outdoor advertising is a kind of advertising form funded by tourism enterprises, which has a long time and certain expressive force and is mostly used to publicize tourist attractions. Outdoor advertisements are obviously regional, have little influence and cannot be moved, and are generally located near tourist attractions. The main forms are signboard advertisement, light box advertisement and slogan advertisement.

Tourism map is a plane information carrier to communicate tourists and tourist destinations. Although tourism enterprises and tourism units have not paid enough attention to it at present, its value has not been developed. However, as a direct media, tourist maps have aesthetic and scientific value. Proper use of tourist maps to publish tourist advertisements will provide a good space for the image promotion of tourism enterprises and the promotion of tourism products.

Fourth, the effective selection strategy of tourism advertising media

To sum up, combined with the unique characteristics of tourism promotion and tourism advertisement, the media selection of tourism advertisement is closely related to the purpose, content and audience of the advertisement. When promoting tourism, tourism advertisers should fully consider the nature and characteristics of the products promoted, the specifications of advertisements, the characteristics of audiences and the coverage, and choose and use appropriate advertising media. At present, according to the content of tourism advertisements, it can be roughly divided into the concept propaganda of tourism destination image, the advertisement of tourism enterprise image, the advertisement of tourism product production and marketing information and other advertising contents. According to different advertising contents, the best advertising effect can be achieved by formulating appropriate advertising strategies and selecting and using appropriate and effective advertising means.

4. 1 Concept advertisement of tourist destination image

The concept propaganda of tourist destination image is mainly aimed at a certain tourist destination, which is holistic, systematic and organized. Propaganda is not aimed at individual specific tourism products, but reflects the history, culture, natural landscape generalization and tourism concept of tourism destinations from a macro and planning perspective, and shapes the brand of tourism destinations. This kind of publicity should mainly take the form of TV advertisements, highlighting the beautiful scenery and cultural value of tourist destinations, combined with online advertisements, large-scale outdoor advertisements and other forms, and convey unified brand information, connotation and slogan to the audience through various advertising activities. The conceptual publicity and publishing unit of tourism destination image is often not a single tourism enterprise or several tourism enterprises, but is led by the administrative unit of tourism destination on a large scale, in a planned and step-by-step manner. Its advertising investment is large and its release time is long. Most of them are series advertisements, which are promoted for a long time in cooperation with local tourism themes and other activities. The most prominent is the TV promo shot by Shanghai for its bid to host the 20 10 World Expo, as well as various publicity offensives, so as to create an image propaganda with clear theme and content for Shanghai's bid to host the World Expo.

4.2 Brand advertising of tourism enterprises

Tourism enterprises mainly engage in or produce tourism products, such as tourist hotels, travel agencies and travel transportation companies. Brand advertising of tourism enterprises mainly shows the service image of enterprises, shows the service orientation and service level of tourism enterprises to consumers through different visual expressions, and shapes the brand image of enterprises. Brand advertising of tourism enterprises should blur the boundaries of enterprise advertising as much as possible, and choose media with large information capacity, strong two-way communication function, hidden advertising persuasion and low advertising investment. When promoting corporate image, tourism enterprises can focus on online advertising, which not only promotes the brand and image of enterprises, but also provides two-way communication channels, opens online forums, makes online reservations and establishes online complaint mechanisms. , more truly embodies the characteristics of thoughtful and humanized service of tourism enterprises. In addition, TV advertisements, magazine advertisements, corporate brochure and leaflets issued by tourism enterprises are all powerful means to publicize the image of tourism enterprises, providing a good communication channel for enterprises and consumers from vision to action. At present, Shenzhen Overseas Chinese Town, China World Hotel and Shanghai Jinmao Hotel are outstanding in enhancing the image of tourism enterprises.

4.3 Marketing advertising of tourism products

The marketing advertisement of tourism products is similar to the marketing advertisement of ordinary commodities in nature, and it is used as a means to promote products such as tourist routes, tourist transportation, tourist hotels and tourist souvenirs. Tourism enterprises invest relatively little in this kind of advertisements, which are published frequently, updated quickly and without personalization. They often appear in newspapers, magazines, leaflets and other economic propaganda media.

4.4 Other advertisements of tourism enterprises

In addition to the main contents of the above-mentioned tourism advertisements, tourism enterprises can also express or imply the service content, scope, methods and product sales of the enterprises by holding short-term promotions, joint promotions, public relations activities, on-site activities and releasing news information of the activities. Therefore, with the participation and interaction of this part of the audience, the brand building of tourism enterprises and the sales of tourism products can be promoted more effectively.

Verb (abbreviation of verb) conclusion

In a word, under the current situation of vigorous development of China's tourism market, according to the characteristics of tourism industry and tourism products, the new situation puts forward new requirements and new development directions for the promotion forms and media information of tourism advertisements. When releasing tourism advertisements, tourism enterprises should combine the purpose and content of tourism propaganda, fully consider the advantages and disadvantages of different media in advertisements, correctly select tourism advertising media, integrate different advertising forms and advertising information, and carry out targeted publicity in order to achieve the expected communication effect and promote the brand building of tourism destinations or tourism enterprises and the sales of tourism products. At the same time, three-dimensional and diversified information can also achieve the purpose of educating and cultivating the tourism market, better help tourists make tourism decision-making choices, and gain an aesthetic and pleasant experience. Theoretically speaking, the research on the characteristics and application of tourism advertisements is the basis of measuring the effect of tourism advertisements, and provides a hypothetical basis for further experimental research.