based on the core concept of marketing, the connotation of scenic spot marketing should include the following aspects: its origin is people's travel needs, desires and demands; It needs to provide products with certain quality; Its ultimate goal is to obtain customer satisfaction and customer value; The tourism market is produced by people's needs, desires and demands for tourism; Marketing needs to exchange, trade or establish relationships.
second, analyze the characteristics and methods of marketing through the attributes of tourist products in scenic spots
All tourist attractions also belong to the concept category of tourist products, so some marketing methods can be analyzed through the fundamental attributes and characteristics of tourist products to attract tourists.
1. Both tourists and employees are important parts of marketing
One of the characteristics of scenic spots is that tourists are part of the production process and employees are also part of the products. Tourists are the object of service, and the service process is the production process of products. Their attitudes and behaviors will not only affect their own experiences, but also the experiences of other tourists. Employees are directly involved in the production and sales of products and in direct contact with tourists. Their attitudes and behaviors will directly affect whether tourists like the products. Therefore, it is also very important to strengthen the professional quality training of employees and improve their service awareness for tourists' satisfaction.
2. the influence of accessibility
the convenience of transportation is the key to the success of scenic spots, and appropriate road signs and directions and promotional products are important tools for the marketing of tourist attractions. As the saying goes, "If you want to get rich, you should build roads first", which is the most important part of the infrastructure of scenic spots. Improving the accessibility of scenic spots is also a key part of scenic spot marketing. For example, after all villages in Yishui County, Shandong Province were connected with asphalt roads, the "country tour" fever was promoted. The local tourism bureau also lost no time to launch the rural tourism boutique route, covering the underground grand canyon, underground gallery, Qi Great Wall, folk village, industrial and agricultural science and technology demonstration park and other attractions. Yishui County also invested 1.66 billion yuan to accelerate the construction of a cultural tourism city and Yimeng International Wealth Center integrating catering, shopping, entertainment and hotels. Invested 2 million yuan to standardize the road traffic signs in the urban area and the tourist traffic signs in the county, and set up 63 tourist signs in the main roads and urban areas; More than 311 garbage collection boxes have been added in the urban area with an investment of more than 1 million yuan, and all kinds of billboards have been standardized; Invested 3.6 million yuan to build 116 new bus stops in urban areas. In the county bus station, yi river Avenue near the main traffic routes of the county, Tongjiazhuang, Dongtou Town of the hospital, a tourist service center or a tourist distribution center will be built, and modern facilities such as rear projection, touch screen and rolling exhibition boards will be set up. Over the past ten years, with the development of transportation, Yishui's tourism industry has developed by leaps and bounds from scratch and from small to large, and now 11 tourist attractions have been built and opened. The tourist market covers Hebei, Tianjin, Beijing, Henan, Jiangsu, Anhui and other places, and the brand of "Yimeng Geological Wonder Natural Eco-tourism Zone" has become famous all over the country.
3. Influence of off-peak season
The marketing of scenic spots is often to try to stimulate the demand in off-season and improve the utilization rate in off-season. Because tourism products are "non-storable", the price difference can be implemented in the off-peak season, teams and individual travelers to maximize economic benefits. Sell at a last-minute discount to ensure a certain income, because once the product is outdated, it will lose its value. However, the influence of price on the relationship between supply and demand is not always great. Therefore, in the off-season, we can implement scenic spot promotion, and stimulate tourists to have demand when the scenic spot is about to enter the off-season, just like clothes are discounted when the season changes, and some people will still choose to spend.
Third, analyze the market characteristics and grasp the marketing direction
Unlike other products, tourism products can only provide tourists with the temporary right to use the products, and they are provided to tourists in a * * * way. This may lead to the possibility of conflict between the needs of different target markets. In view of this, when doing the marketing of scenic spots, the focus of the work is to plan different marketing schemes according to their respective needs after comprehensively considering the characteristics of the target market. Different marketing schemes can buffer or solve the conflict between different target market demands.
1. Diversification of scenic spot marketing subjects
Scenic spot marketing not only sells itself, but also includes others' sales. For example, tourism dealers use scenic spots in their brochures to encourage people to go on vacation; The government's publicity and marketing of major scenic spots in China to encourage foreigners to visit; Local governments and tourism management departments regard scenic spots as the main content of tourism destination marketing. Therefore, the marketing of scenic spots should highlight its uniqueness and locality, make it a representative scenic spot of regional tourism, expand its influence with the help of relevant subjects, and make the marketing work fruitful. A. Travel Agency It is the best tool for geographical diversification of distribution channels in scenic spots. As the main tourist input point of scenic spots, travel agencies are the lifeline of the development of scenic spots. Although the relationship between scenic spots and travel agencies is also very subtle, with the fierce competition in the market, the conflict between them in terms of interests is also increasing. However, travel agencies are still the preferred channel for most scenic spots and the most stable channel. Scenic spots should strengthen communication and multi-faceted cooperation with travel agencies to enhance the value of this channel with the concept of "win-win". In addition, scenic spots should also expand the construction of other channels from the perspective of their own development to avoid the risks brought by this single channel to the management of scenic spots. B. Other tourism media other than travel agencies usually include accommodation, transportation, dining and entertainment. By providing a sales team, they can make the scenic spot close to many individual travelers at a small cost; Sometimes financial assistance can be provided for scenic spots, such as ordering in advance and paying on time; Because of its ownership, it bears some risks in the scenic spot; They can transmit information about various activities, new products and price changes to scenic spots and tourists; It can help the scenic spot improve its business activities.
2. Consumer demand is diverse and changeable
Consumer demand for scenic products and services is complex and varied, and it is constantly changing. Therefore, tourist attractions must pay attention to the study of consumer market demand, and predict its changing trend, and constantly develop new projects to improve the adaptability and competitiveness of scenic spots. For example, with the development of camping leisure tourism industry, traveling in an RV has become a tourism fashion standard, which is followed by a series of services such as related RV tourism forums and the establishment of RV camping tourism network.
3. Different customer groups make different marketing plans
Demographic characteristics include gender, occupation, age, income, religion, family structure, education level, etc., and the variables it contains are very clear, so the method of segmentation according to demographic characteristics is the most popular in market segmentation. Divided by age, there are children's tourism market, youth tourism market, middle-aged tourism market and elderly tourism market. According to occupation and education level, there are business tourism market, staff tourism market and science and education tourism market. It is the original basis for market segmentation of scenic spots to analyze the different needs of existing and potential customers and list the actual and potential tourism demand of tourists within the selected market range. The basic information about tourists' actual and potential tourism needs can be obtained by the above-mentioned process and method of scenic spot market research. After mastering these materials, the different needs of tourists will be analyzed in detail to determine the basic needs and the most important basic needs of tourists as the basis of market segmentation. To further understand the characteristics of market segmentation is to analyze the consumption characteristics and habits of tourists with this kind of segmentation variable characteristics carefully and deeply on the basis of determining the segmentation standard and preliminarily subdividing the market, and compare it with the products of scenic spots, so as to form a certain judgment on whether the products of scenic spots can meet the needs of these tourists, and re-screen the market segments. Generally speaking, there are two ways to measure the size of market segments: first, the overall market size of scenic spots should be predicted according to the development of local tourism market, historical data of scenic spots, changes in the external environment of scenic spots, etc. Then, it needs to be given corresponding weight according to the development laws and trends of various market segments. For example, scenic spots mainly receive high-grade tourists, supplemented by middle-and low-grade tourists; Or it is mainly to receive group tourists, supplemented by receiving individual customers. For such different market segments, it is necessary for scenic spot marketers to judge the proportion of their respective scenic spots in the overall market scale, and then calculate according to their respective proportions. Secondly, according to the overall size of various market segments in the area where the scenic spot is located, the scenic spot marketers infer how much share the scenic spot will occupy in the market based on the competitive status of the scenic spot itself in this market segment and the historical data of the scenic spot, and calculate the market segment size of the scenic spot accordingly.
a. activity planning
in a brand-new era, with the strengthening of people's enjoyment consciousness, they have lived in the city for a long time and are tired of everything familiar with the city, and they advocate a concept of returning to nature and getting close to nature for tourism consumption, forming a rush of returning to nature. Tourists pay more and more attention to experience rather than just watching, and more young tourists or individual travelers pay attention to their own experience and participation. Setting up a competition or maze activity in the scenic spot can stimulate the competitiveness of tourists and provide a good place for outdoor competition enthusiasts to relax and entertain. If some projects are changed from time to time, it can also attract repeat customers, so that more and more tourists may come together. This is mainly the use of people's own love of adventure and innate competitive spirit. Therefore, planning a variety of experiential activities in scenic spots is also an important marketing method to meet the current customer needs.