# Planning # Introduction In order to ensure that work or things can be carried out efficiently, it is often necessary to prepare a specific, detailed and targeted plan in advance, which refers to the planning documents formulated for an action. The following is the marketing plan of tourist attractions, welcome to read!

1. Marketing plan of tourist attractions

(1) Promotion strategy in the region

1. The news media and travel agents should be the main publicity targets, and the key points should be grasped by grasping the promotion of news media and travel agents. Then there is the division of functions between the government and enterprises. The government is mainly responsible for the publicity of the overall image and cannot do everything. Enterprises are responsible for the promotion of individual products, and cannot expect the government to spend money to promote enterprises. It is necessary to strengthen the service and coordination functions of intermediary organizations such as tourism associations and tourism associations, and use market means to jointly promote tourism products. In Wuwei city radio, television, Wuwei Daily and other news media to open columns and special editions to promote tourism products and routes to the local public.

2. When the tourist season comes, all tourist attractions should hold tourist attraction activities, announce the information of the activities to the public and attract the public to participate.

3. While organizing inbound and outbound tours, all travel agencies should make good publicity materials for local tours, arrange local tour routes, promote local tour boutique routes, and actively organize local teams to carry out local tour activities.

4. Set up tourist light boxes and advertisements in the main streets of the city.

5. In order to stimulate local people to participate in local tourism activities, the essay selection activities of tourism photography selection activities are held regularly.

6. In order to advocate and encourage family tourism, various tourist attractions (spots) can reward several tourist families in different ways during the tourist season.

7. Major media should vigorously publicize the life significance of tourism, guide the public to change the old ideas of regarding tourism expenditure as "surplus expenditure" and "extra expenditure", guide the public to arrange a certain time to participate in tourism every month, and regard tourism consumption expenditure as an indispensable part of living expenditure, so as to inspire the public's tourism awareness and let people actively participate in tourism.

8. Vigorously develop off-season tourism products to meet the different needs of various tourist markets.

(II) Domestic promotion strategies

1. Grasp all kinds of tourism promotion information in time and actively participate in tourism fairs and promotion activities organized by units at all levels.

2. We should establish stable information channels with various media, provide information on tourism products in time, especially some tourism websites, strengthen cooperation, make special pages to publicize tourism products in our region, and strengthen publicity.

3. It is necessary to carry out regional linkage publicity and learning. The experience of foreign propaganda in Dunhuang, Jiayuguan, Lanzhou and Tianshui should be linked with these places, and they should take the propaganda express train and jointly attack.

4. large-scale tourist advertising galleries with visual impact are set up on the main pedestrian streets of major national cities, major tourist source cities, provincial capitals and national highways leading to our region.

5. On the occasion of the arrival of the tourist season, vigorously publicize in the TV stations and newspapers in the main tourist source areas and in our province, especially in the tourist newspapers and periodicals, and cooperate to run the first to second special issues (editions) when necessary before the arrival of the tourist golden season.

6. Invite travel agents from inside and outside the province to visit our region to pick up routes.

7. Organize cultural celebrities to come to our region for sightseeing, hold special seminars, and vigorously develop the cultural connotation of tourism products.

8. Establish a tourism website to realize the informationization of the tourism network in our region.

9. Establish a comprehensive and high-quality basic database of words, photos, discs and other related tourism resources, make a novel, creative and visually impactful CD-ROM multimedia demonstration disc that comprehensively introduces the resources of tourist attractions (spots) in our region, and make a comprehensive, portable, folding, illustrated, simple text introduction, covering cultural communication, historical culture, natural landscape and other contents.

(3) Foreign promotion

1. Participate in foreign promotion activities and trade fairs organized by the state and provincial bureaus, and go abroad for promotion.

2. Set up an advertising column at the port of entry to publicize the tourism products in our region.

3. Make webpages introducing tourism products in our region on foreign tourism websites and publicize them through the Internet.

4. influential travel newspapers and magazines in foreign countries publicize the representative tourism products in our region. You can also use the overseas agencies of local and county governments, national offices abroad, foreign embassies in China and other institutions to form a tourism promotion network. At the same time, large-scale literary and artistic works, such as TV series and movies, should be planned as a whole to promote tourism in this area. It is also necessary to speed up the process of tourism e-commerce, improve publicity means and facilities, and realize the innovation of promotion means.

2. Marketing plan for tourist attractions

1. Marketing objectives

The purpose of our marketing this time is to let more tourists know about the local customs of Tibet through the vigorous promotion of Tibet tourism, so as to attract a large number of potential tourists, occupy a larger market share and make the company profitable.

2. Analysis of marketing environment

1. Micro-environment

In today's society, more and more travel agencies have carried out various holiday tourism activities, and there is great competition among peers. Price reduction, holiday concessions and various novel plans are all over the sky, which has brought great pressure to travel agencies and greater motivation for improvement.

However, while the competition among travel agencies is fierce, it attracts more and more customers, and people can travel to other places to relax with little money. This awareness generally makes people pay attention to tourism, and cheap tourism is particularly welcomed by customers. Nowadays, more and more foreign friends love China culture, China customs and enjoy this kind of transnational tourism, and many China people are willing to travel abroad, from which the company can get more profits.

2. Macro-environment

The development of China's transportation is becoming more and more mature, and various preferential policies for teams are applicable to the tourism industry. At the same time, our company has also signed preferential contracts with some transportation companies to cover various tourist attractions.

With the increasingly mature traffic in China, the economic development in China is changing with each passing day, and the pockets of China people are gradually becoming full, which makes many people willing to travel around and enjoy different customs.

3. SWOT analysis

1. Advantages

(1) The summer vacation is from July to September, which is the time for outdoor tourism in Tibet. Apart from the magnificent natural landscape, Tibet's ancient and colorful Tibetan culture is even more amazing. It has formed its own unique customs in the long-term historical development from the cultural relics of the ancient elephant in the Ministry of Culture to the ruins of Yongbulakang, Guge Kingdom, Potala Palace and Jokhang Temple.

(2) Send simple Tibetan Chinese pronunciations to tourists, so as to satisfy the psychology that tourists can communicate with local people independently.

(3) Strengthen service attitude, train tour guides, and make every tourist satisfied with our service.

2. Disadvantages

(1) It is not ideal to travel to some areas with inconvenient transportation in Tibet every year except summer vacation.

(2) Some tourists don't like to travel to places where the language can't communicate independently.

(3) Some travel agencies have developed Tibet tourism.

3. Opportunities

As the running time of the Qinghai-Tibet Railway is still within ten years, the benefits are great. At this time, we should step up the development of Tibet tourism, and at the same time increase the development of Tibet tourism, and gradually occupy the leading position in Tibet tourism.

4. Threats

At the beginning of the Qinghai-Tibet Railway, some travel companies noticed the benefits and made plans and implemented them. At the same time, our understanding of Tibet is not as good as that of other companies, which is a great challenge.

iv. market research

in order to better complete this marketing task, we have made relevant market research and analyzed and sorted out the data.

5. STP analysis

1. Market segmentation

Due to the different monthly income of customers, tourist routes are divided into three categories: high-priced, medium-priced and low-priced, which can be better accepted by customers. They can also be divided into several categories according to the tourist purposes of customers, such as shopping, experiencing local customs and enjoying culture.

2. Determine the target market

According to market research, the main tourist group in Tibet is the monthly income of less than 2,511 yuan. Therefore, our main market is low-cost tourism. Of course, we can't let go of high-priced tourism.

3. Market Positioning

As Tibet tourism is initially carried out, we should take a down-to-earth approach, and the services provided must be correct. Our company should first train tour guides, meet the requirements of tourists, and become a tourism company serving the tourism market.

VI. Marketing Strategy and Tactics

(1) Launch the brand of our company, so that more people will focus on our company in their hearts.

(2) Improve the company's service to perfection, improve the return rate of tourists, and attract more tourists.

(3) always pay attention to the trends of peers and make improvements at all times.

(4) Choose the tour guide style according to local conditions, so that tourists can better understand the local customs and culture.

(5) Make some reasonable holiday preferential policies to attract a large number of tourists in each holiday.

(6) Do some market research every once in a while, grasp the market trends at the first time, and improve the marketing strategy at the first time.

3. Marketing plan of tourist attractions

I. Definition of eco-tourism and eco-tourism products

Eco-tourism refers to "a purposeful trip to natural areas in order to understand the cultural and natural history knowledge of the local environment. This kind of tourism activity creates economic development opportunities while trying not to change the integrity of the ecosystem, so that the protection of natural resources can benefit local residents financially".

Eco-tourism product is a kind of material entity and non-material service that meets the spiritual, cultural and life needs of tourists in the process of tourism activities. It is a special experience that tourists get by paying a certain amount of money, time and energy. Ecotourism products in a broad sense are composed of three elements: attractions (landscapes), facilities and services. Eco-tourism products in this paper refer to tourism products with high ornamental value, which focus on eco-tourism resources, realize the optimal combination of environment, the circulation of material energy and the coordinated development of economy and society according to ecological objectives and requirements. They are eco-tourism products in a narrow sense, that is, eco-tourism attractions, and sometimes they can be roughly equated with eco-tourism attractions (districts) in a popular sense.

second, analysis of the marketing environment of xx ecotourism products in Hainan

The marketing environment is one of the successful factors in the marketing of ecotourism products. The marketing activities of any eco-tourism product marketing subject are carried out in a certain time and space environment, and are restricted by internal and external conditions, which are the marketing environment of the eco-tourism product marketing subject. Only by actively and fully adapting marketing activities to the marketing environment can the marketing activities of eco-tourism products produce results.

1. Superior)

xx has well-protected ecological environment and unique tourism resources. Xx is located in the tropics, with a forest coverage rate of over 65%. The beautiful Shimei Bay, Riyue Bay, Southern Yan Bay and Shenzhou Peninsula, with high-quality hot springs, white beaches, vast sea areas, blue waters and various animals and plants, are the choices for leisure, vacation, recuperation, sightseeing, scientific research, education and exploration. At the same time, xx is also a multi-ethnic area and hometown of overseas Chinese in Southeast Asia. On its land, there are 19 ethnic minorities and returned overseas Chinese from 21 countries and regions, forming unique local folk customs and strong Southeast Asian customs. Good climatic conditions, numerous tropical plants, unique folk customs and superior geographical location (located between Sanya and Haikou) make xx eco-tourism very attractive.

2. Weakness

(1) Lack of scientific and reasonable planning. There are many and miscellaneous eco-tourism attractions in xx, and the layout is unreasonable. Eco-tourism is still in a low-level and extensive development state, which has caused great waste of tourism resources.

(2) Tourism supporting products are scarce, and the tourism expenditure structure is not reasonable. Among the tourists' travel expenses, 67.4% is spent on accommodation, catering, long-distance transportation and sightseeing, which is higher than 31% ~ 41% in developed countries. The proportion of non-basic tourism consumption expenditure is only 32.6%, which is close to the lowest warning level of 31% in the world.

(3) The tourist market is unbalanced. In 21xx years, the number of overnight visitors is about 2.144 million, mainly from Guangdong, Beijing and Shanghai. Only 18,658 overseas tourists were received, and 23,618 compatriots from Hong Kong, Macao and Taiwan, and the number of foreign tourists has been declining year by year since 21xx. It shows that the phenomenon that the tourist market is more domestic than foreign is more prominent.

(4) disorderly competition has been banned for a long time. Due to the sharp increase in the number of travel agencies, the competition among travel agency enterprises is becoming more and more fierce. In order to survive, some travel agencies have adopted the methods of "zero" tour fee and "negative" tour fee to transfer the tourism income to tour guides and bus drivers, and the phenomenon of increasing tourism income by relying on kickbacks on scenic spot tickets and shopping or cheating customers has occurred from time to time, which has seriously affected the tourism quality of tourists and ruined the tourism image of tourist destinations.

3. Opportunities

(1) Eco-tourism is facing a huge market demand. According to experts' prediction, in the coming period, with the improvement of income level of urban and rural residents and the increase of leisure time, the demand for tourism will be increasing, especially the "holiday economy" policy adopted by the state to encourage development, and the extension of holidays will provide opportunities for people to travel, and ecological holiday and leisure tourism will be a great demand of people (especially urban residents).

(2) A coordinated and fully functional tourism facilities supply system has basically been formed. In 21xx, the Guangdong-Hainan Railway will be connected with the national railways. The completion of the Guangdong-Hainan Railway will provide a new channel with huge space for people going in and out of Hainan, which will save money and time compared with taking a ship. To a great extent, it will reduce the barriers for ordinary consumers in most provinces and regions of China to travel to Hainan, so it is bound to increase the passenger flow to Hainan.

(3) The construction of xx eco-tourism area is one of the goals set by Hainan Tourism Development Master Plan. This provides a good macro environment for the development and construction of xx eco-tourism area.

4. Threaten

The destruction and waste of tourism resources are serious.

(1) Due to neglecting the education of local residents' awareness of eco-environmental protection and the huge economic benefits brought by eco-tourism, some tourist attractions