Case study of sex tourism

The review of the 2017 tour guide exam is in progress, and the candidates are working hard to prepare for the exam. The following is a case analysis of the 2017 tourist guide card policies and regulations, hoping to help everyone learn!

Case 1

Ten people including Mr. Zhang took part in a three-day tour of Zhangjiajie organized by a travel agency. According to the travel contract, the accommodation standard is "two-star hotel, double standard room and independent bathroom". After arriving at the hotel, these guests found that although it was a standard room with a separate bathroom, the rooms were aging and dilapidated, and the facilities could not be used normally. They decided that the hotel was not up to standard, so they insisted on asking the travel agency to change the hotel. After consulting the travel agency, the tour guide said that the housing was extremely tight during the Golden Week, and the travel agency tried its best to get the room in this hotel, hoping that the guests would understand, and said that the travel agency was willing to make up for RMB 50 per guest. However, Zhang and others refused to accept this opinion and decided to unilaterally terminate the travel contract and return on their own. Subsequently, they filed a complaint with the Tourism Quality Supervision Office, demanding that the travel agency refund all the travel expenses and pay the liquidated damages. After investigation and verification, the hotel is indeed a two-star hotel.

Excuse me: 1. Has the travel agency breached the contract? (1 point) Why? (2 points)

A: 1. No. Because the hotel is indeed a two-star hotel, which conforms to the contract.

2. Is there any flaw in the service of this travel agency? (1 point) Why? (2 points)

A: Yes. The hotel arranged by the travel agency does not meet the industry standards.

3. Are these tourists doing the right thing? (1) Why (3)

A: Not when. First, there is no unilateral termination of the contract in this case; Second, under the circumstances of this case, the tourists unilaterally terminate the contract, resulting in increased losses. According to the provisions of the Contract Law, all consequences shall be borne by the tourists.

Case 2

Han signed a 6-day tour contract with a travel agency in Southeast Asia. According to the contract, the total travel expenses are 4,750 yuan, and 3,800 yuan must be paid in advance, and the balance should be paid in one lump sum before leaving the group. After the contract was concluded, Han paid 3,800 yuan and the travel agency issued an invoice.

Fifteen days before leaving the group, Han could not travel as planned, proposed to cancel the contract and demanded a refund of the delivered 3800 yuan. The travel agency said that the fees it paid had been used to handle the relevant travel expenses. Han agreed to deduct reasonable expenses from 3,800 yuan, but the travel agency should provide relevant vouchers and return the balance. The travel agency said that the 3,800 yuan paid by Han is a deposit and will not be refunded, because the contract law stipulates that "the party who pays the deposit does not perform the agreed debt and has no right to demand the return of the deposit".

Excuse me: 1. Is the 3800 yuan paid by Han a deposit or an advance payment (2 points)? Why (3 points)?

Answer: It should be regarded as advance payment (2 points). According to the provisions of the Contract Law and the Consumer Protection Law, the money received that is not explicitly stipulated as a deposit in the contract shall be regarded as an advance payment (1 point). Moreover, the Contract Law clearly stipulates that the amount of the deposit shall not exceed 20% of the total contract price, and the expenses paid by Han account for more than 80% of the total cost (2 points).

2. What is the difference between advance payment and deposit? (7 points)

Answer: There are mainly the following differences between the two: (1) The deposit has the nature of contract guarantee, while the advance payment has no (1 point); (2) The down payment shall not exceed 20% of the total contract price, while the advance payment is not necessarily (1 point); (3) In case of breach of contract, the legal consequences are different (1 point). If the payee defaults, the deposit will be returned in double (1 point), and the advance payment will be returned in full and bear the interest (1 point); If the payer breaches the contract, he has no right to ask for the down payment (1 point), and the down payment will be refunded after deducting reasonable expenses (1 point).

3. How should the travel agency handle Han's money? (3 points)

Answer: The travel agency should deduct reasonable expenses (such as passport fee, visa fee, air ticket loss, communication cost, etc.) from 3,800 yuan, which is the right of the travel agency (1 point), and it is the obligation of the travel agency to return the balance and provide relevant documents (2 points).

Case 3

A travel agency commissioned a tour guide Zhang to receive a tour group from Ningbo on February 10. According to the itinerary, there should be a tour group from Ningbo on February 21. According to the itinerary, you should go to Gulangyu for a day trip on the 12th of the month, but when you arrive at Gulangyu, you should go to Gulangyu for a day trip. However, when you arrive at Gulangyu, the tour guide Zhang recommended "sea tour" to tourists. You Zhang recommended "sea tour" activities to tourists. At that time, 27 people expressed their willingness to participate, others said they would not participate, others said they would not participate, and others said they would not participate. Another 16 people said they would not participate in the oral consultation with 16 people about the free activities of the guests in the morning, and the oral consultation between the tour guide and others. The guests were free to participate in the morning, and they took care of their lunch at Gulangyu Wharf at 12:30, and agreed to gather at Gulangyu Wharf to take care of themselves. Gather together and go to Sunlight Rock. The tour guide didn't arrive at the designated place at the appointed time. The guests didn't see the designated place until 14:30 in the afternoon. The guests didn't see the tour guide until the afternoon, and the tour guide didn't apologize to the guests. The tour guide, the tour guide also did not apologize to the guests. The guest was very angry and complained to the travel agency, demanding compensation for the loss. Angry complained to the travel agency and demanded compensation for the loss.

case analysis

When the tour guide increases the "sea tour" project without authorization, if the tour guide is not strictly required to increase the "sea tour" project without authorization, the travel agency shall implement the self-funded project promotion system of the travel team without the consent of the travel agency; Agency system, without the consent of the travel agency; And when the tourists are dissatisfied, the tour guide fails to deal with it properly in time, and when the tourists are dissatisfied, the tour guide fails to deal with it properly in time, further intensifying the contradictions, which in turn leads to complaints from tourists. Further intensify contradictions, which in turn leads to complaints from tourists. According to the Regulations on the Administration of Tour Guides, the Municipal Tourism Bureau ordered Zhang to make corrections, and according to the provisions of the first paragraph of Article 22 of the Regulations on the Administration of Tour Guides, the Municipal Tourism Bureau ordered Zhang to make corrections, and withheld the certificate for three months. The penalty of withholding the certificate for 3 months. And according to the scoring method of tour guides, deduct 8 methods and deduct 8 points.

The marketing strategy is that the enterprise takes the customer's needs as the starting point, obtains the information of customer's demand and purchasing power according to experience, and the expectation of the business community. For this reason, I will share four classic successful cases of domestic tourism marketing for you. Welcome to see.

Domestic Tourism Marketing Case 1: The Love between Yulong Snow Mountain and Impression Lijiang

Yulong Snow Mountain, a rare city snow mountain in the world, is not only the core brand of Lijiang tourism. Yulong Snow Mountain Scenic Area became one of the first batch of 66 5A-level scenic spots in China in 2007. The first action after upgrading is to integrate the management rights of six surrounding scenic spots and make Lijiang a core brand scenic spot.

From the perspective of scenic spot marketing, this practice of Yulong Snow Mountain is essentially a brand expansion strategy. The so-called brand expansion refers to the successful creation of a high-quality well-known brand in a scenic spot, which covers other scenic spot products and forms a tourism product cluster with a family brand. To this end, Yulong Scenic Area specially invited Director Zhang Yimou and his creative team to perform a large-scale stage play Impression Lijiang with Lijiang landscape, bundling the brand of Yulong Scenic Area.

First: Impression of Lijiang: A Probe into the Success of Live Performance.

Impression Lijiang, a large-scale landscape performance, has caused a great sensation since it was officially released on March 20, 2004. According to the statistics of Yulong Snow Mountain Scenic Area, Impression Lijiang has received 236,400 audiences in 2007, 600,000 in 2008, 1.4 million in 2009 and 927 performances in the whole year, with 3-4 performances every day. The ticket revenue exceeded 150 million yuan and the net profit was 73 million yuan. Why can Impression Lijiang achieve such excellent market performance? As far as the program itself is concerned, there are mainly three combinations: the combination of Lijiang brand and Zhang Yimou brand, the combination of folk life elements and live performance art, and the combination of minority culture and the special environment of snow-capped mountains.

Second: Impression Lijiang: Two problems and their solutions are the most difficult in marketing management.

1. Price strategy: How to formulate the ticket price policy. It is necessary to mobilize the enthusiasm of travel agencies, but not to make too many profits and reduce the performance income?

In this regard, Impression Lijiang has taken a unique approach and adopted a super-strong and unbalanced ticket price policy. Its basic idea is to "grasp the big and let go of the small", and the preferential policies for tickets and sales incentives are greatly tilted towards strategic cooperative travel agencies. For example, a large-scale land agency with a team of more than 50,000 people throughout the year can enjoy progressive ticket concessions and sales incentives; Small and medium-sized travel agencies with less than 50,000 team members throughout the year will have little or no ticket discount. This practice of putting eggs in a few baskets seems to have great market risks, but it has achieved the market success of Impression Lijiang.

2, channel control, how to choose the channel distribution model.

In the marketing process of Impression Lijiang, the channel model is "selective distribution". The so-called "selective" means that the scenic spot does not implement distribution for all travel agencies, but grasps some key links in the tourism distribution chain and cooperates with a few travel agents to gradually establish multi-level distribution channels. The reason why scenic spots do this is to change the rules of the game in the tourism market and strengthen the marketing control over the tourist market. This practice of Yulong Snow Mountain Scenic Area is not to establish a vertical distribution channel system, but to seize the key links in the tourism distribution chain and strengthen the marketing control of the tourist market. Limited by the development level of the domestic tourism market, scenic spots do not have the enterprise ability and market conditions to establish a vertical distribution channel system at present. In fact, Yulong Snow Mountain Scenic Area has not abandoned the traditional model of horizontal distribution, but has revised the original channel model, narrowed the horizontal width of distribution channels, reduced the number of agents and distribution levels, and strengthened the marketing control of the scenic spot on the tourism distribution chain by directly promoting the tourist market and developing strategic cooperation with large-scale tour groups and land agencies, thus extending the vertical depth of channel distribution and making it have some morphological characteristics of vertical distribution.

Domestic Tourism Marketing Case 2: Hong Kong, Enjoy Here and Love Here.

In order to restore Hong Kong's tourism and revitalize Hong Kong's economy, following the two-year promotion of the first phase of "City of Life is Hong Kong", the Hong Kong Tourism Board launched the theme "Hong Kong, enjoy it here and love it here!" The second phase of global promotion activities.

On October 11th, 2003, the Director of China Mainland of the Hong Kong Tourism Board announced in Beijing that in order to fully revive Hong Kong's tourism industry, the Hong Kong Tourism Board would invest another HK$ 140 million to launch the second phase of a series of tourism activities with the theme of "Hong Kong-Live Here-Love Here" on October 13th. A promotional film featuring "Hong Kong Tourism Ambassador" Jackie Chan will also be broadcast simultaneously on TV stations in major cities in China.

After SARS, the Hong Kong government and the industry invested more than 400 million Hong Kong dollars to launch the "Hospitality Month" for the rapid recovery of tourism. In order to cooperate with "Hong Kong, enjoy it; In the second phase of the tourism series with the theme of "Love is Here", the Hong Kong Tourism Board and the mainland tourism industry jointly prepared the following tourism products for consumers:

1. Family-oriented "parent-child here" tourist route;

2. The "fine taste is here" tourist route with the theme of food;

3. Shopping-themed "Heart is here" tourist routes, etc.

4. Routes such as "Lantau Day Tour", "Helicopter Tour Around Hong Kong" and "Bright Xiangjiang Night Tour" prepared for self-help tourists;

5. "Hong Kong International Fireworks Music Show" (October 2003);

6. "Hong Kong Colorful Winter Festival" (October 2003.10— 2004.1);

7. "Night of the Chinese New Year International Show" (early 2004);

8. "Prelude to the Opening of the Avenue of Stars" (March 2004).

According to the statistics of the Hong Kong Tourism Board, the promotional activities to eliminate the negative effects of SARS in Hong Kong cost about HK$ 500 million. However, through this series of promotional activities, as of October 10, 2003, it has brought a total publicity benefit of HK$ 1.043 billion to Hong Kong internationally. Not only that, tourism drives consumption, which has injected a shot in the arm into Hong Kong's economy and enabled Hong Kong to be reborn in the shortest time.

Domestic tourism marketing case 3: Tiantai Mountain "elopes to the end"

Some people became famous as soon as they took off, some people scored a goal, and some people became famous. Today, Wang Gongquan became famous! Overnight, we had new conversation materials, and we began to be happy with other people's happiness. Duck Prophet of Spring River Plumbing, guys with marketing mind, have already targeted this fat meat and started to take action! Elopement body, elopement, elopement declaration, elopement resort, elopement test and so on were born. The author pays attention to a very successful domestic tourism marketing case of elopement marketing — — The elopement and sentence-making activity in Tiantai Mountain, Zhejiang Province, briefly analyzes several successful points.

First: take advantage of the situation to elope!

Elopement is a sensitive word. How can we combine it well? Be relevant and make good use of association. "Elopement" has always appeared in movies, novels and plays. How many men and women in the world of mortals are eager to beat? There are too many beautiful+evil ideas about elopement, but most people just stay and think about it. Isn't it quick to finally put it into practice with the right of attack today? Where did the attack on power and elopement go? Who are you eloping with? Obviously, scenic spots, hotels, wedding products or brands have the highest correlation. Coincidentally, it coincides with 519 China Tourism Day and 520 Tiantai Mountain Tourism Day. As the birthplace of China Tourism Day, Tiantai Mountain celebrates both festivals. DM Interactive, the planning company of elopement marketing, took the opportunity to launch the "Elopement Tiantai Mountain Declaration", highlighting the beautiful scenery and profound cultural heritage of Tiantai Mountain at the same time.

Second: eloping the 5,200-story Weibo high-rise building and the first elopement group in China.

1, simple; The simple participation mechanism of Tiantai Mountain elopement sentence-making activities has won quick broadcast comments from netizens; Taking advantage of the trend, Tiantai Mountain further simplified the participation mechanism and launched the "Elopement Tiantai Mountain Declaration" activity, which allowed netizens to give full play to the hot spots of elopement.

2, fun; "Wang Gongquan eloped with Wang Qin, Altman eloped with PP pig, and China Tourism Day originated from Tiantai Mountain … …” A few short sentences aroused the interest of netizens, and at the same time, they were stimulated by interactive topics such as Weibo's "Everything can elope", "I love you, loving you is like running for personal love", "Eloping is the brother of running" and "Don't fall in love with me, dare to elope with me", which provided interactive ideas for interactive users and instantly stimulated everyone's talents in those years.

3, rich; While bloggers and interactive bloggers interact and cooperate in real time, increase the exposure and enrichment of multiple channels. PP Pig Comics, a well-known cartoon star, created "Top Ten Elopement Places in China in Comic Edition" with its lovely image and beautiful scenery, which was deeply loved by netizens, and was recommended by Tencent Blog and the homepage of Animation Channel. At the same time, it interacted with netizens in the Million Blog of PP Pig Comics and celebrity Weibo, and was strongly recommended by Tencent Animation Weibo and commented by netizens. It also inspired the rich imagination of the friends, and attracted countless netizens to bow down for the beautiful scenery and profound humanistic competition of Tiantai Mountain. Well-known group buying websites can buy coke to launch the "China First Elopement Group", and buy handsome guys and beautiful girls to visit the rooftop together! DM Interactive, the planning company of this event, pushed Tiantai Mountain China Tourism Day to * *, and many netizens joined Tiantai Mountain elopement group to inquire about the way to join and join the group, which enhanced the word-of-mouth communication of Tiantai Mountain tourism.

Elopement is still going on, and people's excavation of elopement topics is also going on. Tiantai Mountain started the golden business card of China Tourism Day by this, and deeply imprinted in the hearts of netizens historical allusions such as retracing Xiake Road, stories of Ruan people's immortals, harmony with two immortals, and living buddhas helping the public and saving people, as well as unique beauty such as kokuseiji, Liang Shi Waterfall, Qiongtai Fairy Valley, Taoyuan Chunxiao, galloping Xiawei, copper pot dripping, and Huading Rhododendron, as well as local characteristics such as cloud tea and artisan shortcakes. Many netizens left a message and shouted: Ask for a three-day holiday on China Tourism Day and go to Tiantai Mountain to enjoy flowers and worship Buddha!

Domestic tourism marketing case 4: Dali Liantian Tianlong Babu Film and Television City

Taking the filming of Tianlong Babu Film and Television Studio and film and television drama as a lever, we will take this opportunity to integrate and innovate Dali's tourism brand image, make Dali's tourism image reach a new level, set off the second * * of Dali's tourism after the film "Five Golden Flowers" in the whole country (even the world), and incite Dali's economic and cultural plate.

First, return to integration — — Resource inventory; Romantic!

1. The hometown of Five Golden Flowers — — Romantic style;

2. The hometown of Dragon — — Martial arts legend

3, romantic — — Poetic natural landscape

4. Three Pagodas, Taihe City, Shi Baoshan Stone Kiln and Nanzhao Iron Column — — Historical humanities

5. Nanzhao State and Dali State — — Ancient kingdom

6. three tea and March Street — — Bai ethnic customs

7. Ancient Tea-Horse Road and Southern Silk Road — — The crossroads of Asian culture

8. Qilu of Buddha, the wizard of Confucianism, Buddhism and Taoism — — An Open, Inclusive and Harmonious "Wonderful Fragrant Country"

Second, take advantage of the situation to detonate — — The demand is exposed; Happy world!

1. Zhuangzi's book "Wandering Away" has the flavor of sage like style, quietism and freedom, and has strong cultural support and philosophical meaning, and is directly related to tourism.

2. The Song of the Fairy Cave (No.32 back to the catalogue of Tianlong Babu) describes the most vivid and outstanding feelings of traveling, living and living in Dali extremely accurately, which is the best explanation of "romantic affairs" and the best appeal of consumers for Dali tourism needs and interests.

3. Looking back at Dali's historical folklore stories, the concept of "carefree" is explained bit by bit: nine of the 22 emperors became monks, and they were indifferent to fame and fortune, so how carefree! General Dongshan and Bai Jie switched shoes by mistake, and the immortal * *, how free and unfettered! Three tea, a cup of tea with three flavors, how carefree! Every landscape has a love myth. How carefree it is to indulge in the landscape … … ! If we can find a word that accurately summarizes all the customs, landscapes and human history of Dali, and at the same time can bring consumers rich consumption associations and feelings, it must be the word "Xiaoyao"! In the 500 years from Nanzhao to Dali, there has been no civil war, the superior and elegant, winning the election, reciting poems and painting, enjoying flowers and tea, putting wine in vain, laughing at heroes, becoming a monk, returning to the secular, being immortal, having six religions and nine streams, coexisting with one side, being a master at first sight, coming and going without a trace … … Happy!

4. Combine serious culture with popular culture and commercial culture. "Free and unfettered" can refer to traveling, playing chess, painting and calligraphy, eating, drinking and having fun, cultivating immortals, and singing and dancing.

The word "carefree, Jianghu" is in line with Dali's tourism style: both refined and popular tastes, and coexistence of man and god. Sight, hearing, taste and touch are all delicious; The amorous feelings, human feelings, love and chivalrous feelings move people, and they can be enjoyed, played, seen and smelled, romantic, completely beautiful and carefree!

"Free and unfettered, Jianghu" makes "romantic love" and "Dragon's Eight Branches" blend together, so it can be said that "romantic love" is the main atmosphere to be created in martial arts novels — — This borrowing can be said to be accurate and appropriate.