Tourism products can not be stored, can not be consumed off-site and can not be tried characteristics and tourism consumption is a psychological feeling of the characteristics of the tourism products in the market is mainly expressed in the form of information. Tourism and tourism products are typical information-dependent industries. The following is the content of the marketing plan of 2021 tourism products sample three I have organized for you, I hope it can help you, welcome to read!
Marketing Program for Tourism Products 1
Mount Glorious Scenic Area is a key scenic spot in Chongqing, the scale and reception capacity in the Chongqing tourism market occupies an important position. However, in the recent years of Chongqing's hot tourism market, Gele Mountain Scenic Area is not so strong. Under the macro situation of Chongqing's rise and soaring per capita income, tourist spots have accelerated their market-oriented operation, thus speeding up the pace of development. Geleshan Scenic Area should also re-search for effective marketing strategies to get good development in the next few years or even longer term.
II: Analysis of Industry Characteristics and Consumption Trends
Tourism has changed from the initial centralized consumption to today's universal consumption, and its economic benefits are increasing tremendously day by day. (China's tourism market in 20__)
The number of domestic tourists
2.1 billion, an increase of 10.6% over 20__
Domestic tourism revenue
1.26 trillion yuan, an increase of 23.5% over 20__.
Number of inbound tourists
134 million, with a growth rate of 5.8% over 20__;
Number of outbound tourists
57.39 million, with a growth rate of 20.4% over 20__;
Total national tourism revenue
1.57 trillion yuan, with a growth rate of 21.7%.
According to expert analysis and forecast:
(a) the future trend of the tourism consumer market will become self-tourism as the main body of the market turned to diversification, the theme of the segmentation is becoming more and more obvious, the more consumers play the more turn. And the tourism economy is becoming more and more market-oriented, tourism image and tourism products are equally important.
(ii) the high growth of proximity and rural tourism, especially ? Three agricultural? The introduction of policies to accelerate urbanization and promote consumption, but at the same time this part of the growth in consumption is not as good as the growth in the number of consumers.
(C) Outbound travel continues to grow.
(D) Specialty tourism will continue to be the highlight.
According to normal economic laws, the development of the tourism industry must progress with the overall economic development of society. Tourism, a rapidly advancing industry will continue to play an important economic role.
Environmental Analysis
1: Macro-environmental Analysis
Chongqing has seen rapid economic development after the country put forward the policy of the rise of the west. in 20__, the average per capita income of the residents reached 17,532 RMB.
Economic growth has brought changes in consumption structure and consumer attitudes. The economic foundation determines the superstructure. Chongqing has greatly improved its economic strength in recent years. Along with this comes an increase in spending power and a change in cultural attitudes. They are also more and more sensitive to fashion. Once upon a time, they regarded traveling as a luxury consumption, eager but unattainable, but now they regard traveling as an experience, a challenge, and an enjoyment of themselves.
Chongqing's cultural atmosphere is still relatively conservative, with a lack of determination to try new things, and a finer sense of consumer calculation.
In Chongqing, red tourism is still the main attraction, and the tourist attractions near Mount Gloria are often visited by Chongqing residents. However, the observation found that the Gele Mountain tourist attraction space is small, and the facilities are simple and outdated, often in and out of the elderly, small children, and can not give a person a special experience. The porcelain ware mouth scenic area is relatively close to the distance, belongs to the cultural resources, there must be a certain cultural foundation, serious monotonous, the same lack of free entertainment space. Therefore, in the holidays, Chongqing is really a place where there is nothing to play, especially for the desire to challenge, the pursuit of individuality, dare to release their own young groups.
Red tourism has received greater support from the government in Chongqing. Revolutionary attractions such as the Red Rock Soul Memorial Museum, which has many points of convergence with Chongqing's history, have increased their focus.
2: Micro-environmental analysis
Travel agencies often play a professional bridge role in the middle link between consumers and tourist attractions. The widespread integrity problems of travel agencies prevent some consumers from accessing travel channels. Schools are often in safety considerations, prohibiting students from organizing their own tours, which also inhibits the consumption behavior of some potential consumers.
Seasonal changes affect the number of consumer trips. In Chongqing, there are fewer sunny days, so the number of people traveling on rainy days is lower, and the number of people is higher when the weather is better.
3. Market Overview
According to the survey, Chongqing citizens traveled more than 3 times per person in 5 years to reach 52%, with a population of 23.89 million people in Chongqing, the number of trips in 5 years is 3?450?52% = 7.02 (million times). This does not include the changes in demographics and spending power.
Chongqing's tourism industry is developing rapidly, 20__ the city received 50,579,300 domestic tourists, realizing a total tourism revenue of 32,002,000,000 yuan.
The growth rate will remain unabated in the next few years, so it can be said that the market is huge and the prospects are broad.
4, Summary:
Our opportunities increase with the growth of the number of student groups and socio-economic income in Chongqing. And Meiling is already highly recognized among the younger groups, especially students. However, we have not done a good job of planning for this market, extensively enlisting consumers and promoting ourselves, making the product message seem superficial.
Six: our opportunity?SWOT analysis
In Chongqing Municipality, it is difficult to find a place that combines proximity to nature and self-experience entertainment within a short distance. The relatively rich natural resources and wide space of Glorious Mountain can provide just such a place.
Advantages: good natural resources and environmental space, convenient transportation, huge space for receiving tourists' capacity especially for short-distance routes, suitable for both groups and individuals. Tour programs have a certain degree of excitement and challenge, the degree of self-experience of tourists is high.
Weaknesses: the characteristics are not distinct, compared to the culture of the porcelain mouth, Glorious Mountain seems to be vague and generalized. The wide range of attractions and the relatively low degree of coordination of internal management.
Opportunities: In the macro situation of increasing economic growth, tourism consumption has also increased. The tourism industry is being strongly supported by the government. The growth in the number of young groups, a greater stimulus to short-distance travel. Tourism trend towards the theme of segmentation is becoming more and more specialized, tourism experience is becoming more and more personalized. And in the situation of homogenized competition in the tourism market of Chongqing Municipality, Glorious Mountain has the opportunity to find a breakthrough and pull the economic benefits.
Threat: Competition from competitors in the industry. The improvement of consumption level makes consumers' demand for consumption quality rising, and the change of consumption structure affects the shift of mass tourism demand. Opportunities and Problems: Through the operation data of past years, it shows that the main consumer groups of Chongqing tourism are still college and university students and part of the young people who have entered the society. The tourism demand of this group has not been well satisfied, and the market potential is great. In order to tap this part of the main market without losing the remaining consumer groups, our positioning should be in the ? Release vigor, close to nature? , the main function is to provide a natural space for young groups to pursue experience, self-release, and seek challenges, and at the same time provide an environment for the public to approach nature in a short distance for recreation. The problem that needs to be solved is to establish a brand impression in the minds of consumers as soon as possible, to strengthen the audience's awareness of the attraction, and other attractions to form a clear differentiation.
VII: Integrated Marketing Strategy
1, STP Analysis
(1) Market Segmentation
Although the overall market for tourism is growing rapidly, the degree of individuality is increasing at the same time. The trend of tourism market segmentation formation has increased. In the Chongqing tourism market, changes in high-income individuals or collectives do not have a great impact on the middle and low-end tourism market. This is because price fluctuations do not require much financial strength from consumers. In the low- and middle-income tier, the change in consumer attitudes brings about not necessarily consumer behavior, and what they desire is to realize their desires as long as their economic conditions allow.
In Chongqing Municipality, this group includes the following parts:
One: students in universities and colleges.
Two: young people who have just entered society.
Three: young families.
Four: high-income class
(2) target market selection
In the market segmentation selection, the economic income change determines the direction of consumer consumption choice. College and university students from just entering the school to the community and then to full economic independence, this period of time is generally to go through the process of 3?6 years, during which they are in the consumption level and consumption desire fluctuations are not large. At the same time, they have relatively more time at their disposal.
And the young group just stepped into the society is the most probable change, they are far more interested in the pursuit of social status or economic ability. At the same time, their economic strength is increasing, the possibility of consumption tends to shift is relatively large. Therefore, this group's attitude toward short-distance travel consumption is more unstable.
The economic strength of young families belongs to the steady rise, but the expenditure is larger, the individual enters the maturity stage, the consumption attitude is more rational, and the interest in short-distance low-end tourism consumption gradually declined. The high-income class has a strong spending power, and the requirements of life are also high with it. They are more interested in the quality of tourism than in the price.
Therefore, we choose the target market is mainly school students, to their needs as a starting point, the implementation of marketing strategy, which also leads to the consumption of other young groups.
2, marketing strategy
(1) product strategy? Create a vibrant natural space
Vibrant space, vibrant nature, vibrant entertainment, vibrant spirit
1, vibrant nature? Make an article on the natural resources owned by itself, and fully explore the characteristics of the attractions in the scenic area.
Water? Symbol of vitality
2, vitality entertainment? On the basis of a good natural environment, continue to improve the construction of recreational facilities and programs.
3. Spirit of Vitality? Tap and build the culture and unique spirit of Gele Mountain. Natural tourism is the unique selling point of Gele Mountain, but not the starting point of consumer motivation. There is a lot of history in the Glorious Mountain scenic area.
(2) public relations
Activities in colleges and universities, hierarchical
According to the data of the survey, specify the survey program for the corresponding groups. For the purpose of college students to go to Mount Glorious, such as: the pursuit of celebrity monuments, appreciate the natural beauty of relaxation, and group interaction with classmates, etc., the activities of publicity at different levels. Launch a program in the school ? Cultural Journey? series of activities. Adventure Heroes: Mountain Climbing Competition
Content: each university to organize their own team to compete, according to the results of the delineation of rankings, to give certain awards. Holding time: once a year Holding time in the middle of June
Event marketing
Holding in the student related and influential activities or planning related news events. For example, you can hold the Meiling Campus Tourism Ambassador Audition. This will bring us closer to each other and enhance the image of Meiling in the student community.
(3) Promotion strategy. Promotion strategy mainly plays a role in conveying information, through effective ways to influence the awareness of the target consumer groups, and disseminate products or design solutions to meet their needs.
(4) Sales promotion strategy
Utilize the agency points of each university to conduct campus sales.
Brochure production: focusing on natural resources, the representative attractions of the pictures bound into a book. The booklet is bound with pictures of representative attractions. At the same time, there are hints of contact information and online channels for each agency.
Selection of salespeople: students, below the third year of college, lively and diligent, with a sense of teamwork. The ratio of men and women is stable at 50%, through the organization of the agency, unified training.
VIII Budget:
Public relations costs:
College Challenge?25,000 yuan
Promotional costs (calculated on a monthly cycle):
Easy travel to win the mysterious Grand Prize?20__ yuan
Very Q&A Award you to get?20__ yuan
Promotion costs:
Depending on the size of the agency and the college? agent and the size of the university? Promoter compensation + training fees + promotional materials + commission
Nine effect assessment
Direct economic benefits? In the marketing program implementation cycle, the scenic area of the sum of ticket revenue and other projects.
Visibility? In the target consumer groups, the mention and impression of the scenic spot.
Association? Psychological recall and evaluation of the scenic publicity and other activities.
Loyalty? Has been the formation of consumer satisfaction with the scenic spot and the psychological first mind whether to occupy.
Recognition rate? Whether the products and marketing activities of the scenic spot have aversion.
This is the basic indicators of effect assessment, through market research, you can get the relevant information to analyze
Tourism product marketing program 2First, the current situation and characteristics of tourism marketing in Dehong State
With the implementation of the national bridgehead fort construction strategy, Dehong State will be included in the tourism industry in the bridgehead fort golden port construction focus as one of the five ten billion yuan project in Dehong State. Efforts to create ecotourism and vacation parks, the construction of tourism bridgehead, and increased efforts in tourism marketing.
1, the implementation of ? Point to point? The publicity and marketing strategy. Dehong state for the positioning of the source market, consolidate and expand the neighboring provinces tourism source market, and actively cooperate with Chongqing, Chengdu, in the establishment of Kunming, Chongqing, Tengchong, three Dehong Tourism Marketing Center on the basis of the 20__ and set up in Chengdu in 20__ Dehong Tourism Marketing Center, Dehong Tourism Marketing into the Chongqing, Chengdu, two places in the market for a comprehensive marketing. And in July 20__ during the Chengdu Luodai Ancient Town Water Dragon Festival, formed a strong lineup to Chengdu to carry out publicity and promotional activities, through the convening of the news promotion meeting, national song and dance performances, promotional materials issued as well as on-site consulting and other forms of publicity, to further deepen the Chengdu people's understanding of the understanding of the Dehong and awareness of the source market has been further expanded.
2, actively participate in national, provincial and state tourism trade fairs and exhibitions organized by various activities, do a good job of tourism image promotion. Focus on organizing and participating in the China Domestic Tourism Fair, China International Tourism Fair, Northern Tourism Fair, China Kunming International Cultural Tourism Festival and the Provincial Tourism Bureau organized by the Taiwan Tourism Promotion Activities, China-Myanmar Border Fair, etc., fully demonstrated the rich tourism resources of Dehong State, Dehong State's tourism image and visibility has been continuously enhanced. 20__ October, Dehong State held a tourism new product briefing in Kunming City, a series of strong launch of a series of new products and services, and a series of new products. In October 20__, Dehong Prefecture held a new tourism product briefing in Kunming City, launching a series of strong to? Tour tropical rainforest landscape, walk the millennium ancient road border, see the jewelry emerald light, explore the mysterious gambling culture, taste the border ethnic customs, enjoy the exotic and colorful scenery? As a feature of the new Dehong tourism products, the results are obvious.
3, to strengthen cooperation with the media. Actively communicate with the news media, local tourism enterprises and tourism administration outside the state, tourism enterprises matchmaking, building a win-win platform for cooperation between the two sides. One is to cooperate with the People's Daily Online, in the People's Daily Online in Chinese and English website to open a one-year Dehong tourism culture publicity column. The second is to actively invite and cooperate with major media to Dehong for interviews and filming, successfully completed the ?CCTV4 "Faraway Home" border line? Column group,? China News Network? The program group of CCTV4 "Far Away Home", China News Network? Yunnan Tourism Information Network? The program is also a part of the Yunnan Tourism Information Network (YTIN). Holiday Travel? The Asahi Shimbun Asahi Shimbun and other news media to Dehong State interviews and filming; in the scenery magazine, Chuncheng Evening Post and other newspapers and magazines to promote Dehong State tourism.
4, increase the editing and publishing of books on Dehong tourism culture. Edited and published the "sound of Dehong" series of books and "guide Dehong", "Dehong Tourism Brochure" two Dehong tourism culture books, Dehong sound series of the third part of the "temptation of the coffee" is being edited, Dehong tourism culture and publicity books are becoming increasingly rich.
5, make full use of holidays and festivals economic effects, organize a variety of events and activities to strengthen publicity and promotion. 20__ February, held during the Minawang Zongge Festival? In February 20__, during the Menao Song Festival, it organized the "Searching for the Most Beautiful Jingpo Girl in China"; in April 20__, during the Dehong International Water Splashing Carnival, it organized the "Searching for the Most Beautiful Peacock in Dai". Searching for the most beautiful Peacock Princess of Dai? In February 20__, the first Miss Jingpo World Contest was held during the Minao Song Festival. According to statistics, from January to October 20__, the total number of tourists received in the state was 4,379,800, an increase of 14.46% over the same period of the previous year, of which: 98,800 overseas tourists, an increase of 26.39% over the same period of the previous year; the number of domestic tourists was 98,800, an increase of 14.41% over the same period of the previous year. The number of inbound one-day tourists at the ports was 1.152 million, an increase of 14.71% over the same period of the previous year. Total tourism revenue is expected to be 5.28 billion yuan, an increase of 27.63% over the same period last year. The province and neighboring regions source tourists grow faster, the source is expanding to the surrounding areas of Yunnan Province, tourism economic indicators of rapid growth, Dehongzhou tourism has achieved rapid development.
Marketing Program for Tourism Products 3This article is to Nanping tourist attractions as the marketing object, for Nanping Holiday Travel Agency to start a network marketing planning program. Its purpose is to promote? Nanping Tourism? This brand concept, publicize? Nanping tourism? This tourism consumer awareness, so that? Nanping Tourism? known, known, and at the same time to promote the Nanping Tourism Network, and ultimately achieve the marketing objectives.
First, Nanping Tourism Resources
Nanping is an important tourist area in southeast China, located in the northern part of Fujian Province, commonly known as Minbei, is the earliest development of Fujian inland hinterland. Northern Fujian is rich in tourism resources and is one of the rare areas of dense tourism resources in East China. Majestic and beautiful mountains and waters, a wide variety of biological resources, brilliant history and culture and colorful local people **** with the composition of the unique characteristics of northern Fujian tourism resources. At present, there are 181 medium and high-grade tourism resources entities from one to three levels (Mundang Mountain of Yanping, Jianyang Kauting Academy, Jianyao Ruins, Jianou Wanmulin, Shaowu Tianchengyan, Li Gang Ancestral Hall, Heping Ancient Town, Wujun Mountain of Glossy, Wuyi Tianchi, Huayang Mountain of Shunchang, etc.). Wuyi Mountain is one of the only four? World Natural and Cultural Heritage? One of the world's natural and cultural heritage, she is a national scenic area, a national nature reserve, a national tourism resort and the Fujian Provincial Tourism Economic Development Zone in one, Nanping provincial scenic areas within the territory of the following: Mangdang Mountain in Yanping, Pucheng Fugai Mountain, Jian'ou Guizong Rock, Songxi Zhanlu Mountain, Zhenghe Donggong Mountain. Nanping city also has 120,000 acres of water surface of Yanping Lake, is a good place for summer vacation. In recent years, on the basis of sightseeing tours, efforts to develop the tea, cultivation, Zhu Xi site visits, ancient ceramics, forest bathing, scientific research, trailer cars, folklore and more than 10 special tours, attracted great interest from domestic and foreign travelers.
The following is a list of some of the attractions
Second, the target customer analysis of Nanping tourist attractions
(a) target market
Nanping tourism target market position in the northern Fujian region as the axis, to the surrounding areas and provinces in a circle radiated outward to the Fujian Province as the main market, the southeastern coastal belt and eastern China as the main target range. Depending on Wuyi Mountain, it extends to the neighboring coastal economically developed zones as well as overseas markets. To? Into the mountains and forests, close to nature, return to simplicity? The main idea is to go into the mountains and forests, get close to nature and return to simplicity. Tradition, folklore, nature, simplicity? The four-in-one leisure and affinity tourism route to attract the pursuit of? Natural simplicity, freshness and tranquility? The main target customers are the group of people with the attitude of life.
(B) the main target customer groups
? The pursuit of? Natural simplicity, freshness, tranquility? for the attitude of life of a group of people.
? Age characteristics are basically located in the middle-aged and elderly. Young people are potential customers.
? A group of people who pursue relaxation and leisure travel.
? Pursuing a sense of family, keen on ? Family love tour?
? Based on the fact that Fujian is the home of overseas Chinese, overseas immigrants and overseas Chinese can be the potential growth of the customer base.
? Targeting the working class who tend to travel short distances within a certain geographical area.
Third, the construction of the site
Because the travel agency does not have its own website, and an authoritative website covering all the tourist attractions in Nanping has not yet appeared, the only site involving tourist attractions in Nanping Nanping Tourism Bureau's Web site, however, it is only a government Web site is not a commercial site. In order to better promote the tourism resources of Nanping, Nanping Tourism Net? Nanping Tourism Net? The construction and utilization of the website has become inevitable.
The process of website construction should focus on considering the impact of the website on the marketing effect and the role of the website to become an effective online marketing tool. And due consideration are to take into account their own circumstances, capabilities, resources, user group preferences and profit models to determine the production of content their own circumstances, capabilities, resources, user group preferences and profit models to determine the production of content.
(a) the function of the site
? Tourism resources introduction and description
? Frequently asked questions (faq)
? Selection of tourist routes and management of knowledge
? Online question and answer, online help
? Instant information services
? Instant and systematic functions (e.g. ordering, payment, transmission of the online system and its information presentation)
? Member management, member login, member community, member newsletter
? Advertisement Management
? Mailing List
? Site Map
? Website traffic statistics system.
(ii) Content of the website
? Travel agency information and reputation image
? Tourist attractions, tourism resources introduction and display
? Tourism news and culture
? Customer service information, such as guides, transportation, hotels, etc.
? Promotional information, fine routes, special routes
? Sales and after-sales service information
? Safety information, travel knowledge
? Public information, forum communities such as travel forums, holiday forums
? Transaction security and contract insurance
? Tourism planning, training, recruitment
(C) Means of website services
? Establishment of an online forum community
? Frequently asked questions
? Timely information service
? Online counseling service
? Member Newsletter Service
? E-mail and online forms
? Online demo for users
Fourth, network marketing tools
(a) Search engine marketing model selection
As the current market of Nanping tourist attractions is only limited to the local area, outside of the local area rarely know and understand the beautiful mountains and rivers of Nanping, in order to break the dilemma, first of all, I chose the search engine marketing model to carry out the ? Nanping Tourism? The brand and website promotion.
1, free directory type search engine marketing
2. paid directory type search engine marketing:
choose to advertise in yahoo classified directory
? yahoo classifieds
3. Paid technical search engine marketing? Search engine advertising strategy:
As the target market of Nanping tourist attractions is mainly in the southeast coastal belt and the East China economic zone, then will choose the domestic well-known search engines such as Baidu, Sogou, Aiqian, Yahoo Chinese, Chinese search engines such as search engine to put keyword advertising, and because Nanping tourism potential overseas market, can be relatively few keyword ads on google.
First of all, by analyzing the year cnnic's China search engine market survey report to determine the user's preferred search engine, and then according to these search engines accounted for a high and low market share to determine which search engine to put keyword advertising (free and paid) and the proportion of keyword advertising in each search engine to be put into the proportion of the investment (paid).
With the advancement of computer technology and the widespread use of computers, the Internet is flooded with information. If you have to look for information in the frustrating sea of information, it is like looking for a needle in a haystack. And it is this mixed bag of information that has made search engines what they are. Now, technical search engines like Baidu have gained the favor of the majority of Internet users. Most of the Internet users looking for information on the Internet, usually through the search engine search to the relevant pages, and then choose the information they need. Therefore, paid technical search engine marketing is the most critical part of search engine marketing, in this piece to do a good job related to the success or failure of the entire marketing strategy.
Obviously, the promotion of Nanping tourism, the choice of keywords in Baidu bidding ranking is inevitable. And google adwords, the input is relatively small.
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