Tourism planning

Tourism Marketing Plan (1)

I. Overview

Ling shan is located in the south of Guangxi, which has been under the jurisdiction of Guangdong Province for a long time in history. It was included in Guangxi in June 1965 and now belongs to the jurisdiction of Qinzhou City. The county has 18 towns, 389 village committees and 20 neighborhood committees, with a total area of 3,558 square kilometers and a total population of 1.4 million. At the end of 2005, the county covers an area of 15 square kilometers and has a permanent population of 150,000.

Ling shan has a long history. As early as the late Paleolithic, the "Lingshan people" with the characteristics of Mongolian adults have lived and multiplied in this land. In the eighteenth year of Emperor Kai of Sui Dynasty (AD 598), a county was established, initially named Nanbin; In the tenth year of Tang Zhenguan (636), it was renamed ling shan. Since ancient times, ling shan has been rich in natural resources and product resources, which can be called a treasure of things and outstanding people. To this end, Yu Guangyuan, a famous economist in China, happily wrote an inscription praising: "Lingshan is beautiful with water, and the water is beautiful with Lingshan". In 1996 and 2003, respectively, the Organizing Committee for Publicity Activities of the Naming Committee of the Hometown of Specialty in China awarded ling shan the titles of "Hometown of Litchi in China" and "Hometown of Milk Buffalo in China". In addition, ling shan has a long-standing reputation as a land of plenty, fruit and tea.

Second, the main tourism resources

There are many scenic spots and historical sites in ling shan, which are rich in tourism resources and have great development potential. Liufeng Mountain in the west of the city is one of the wonders in the south of China. Since the Song Dynasty, it has been regarded as a "world-famous resort" and is known for its "steep peaks, secluded caves, strange rocks and beautiful scenery". Huang Dufeng, a famous Chinese painter, described it as "an enlarged bonsai and a reduced Huangshan Mountain". Sanhaiyan fully shows its charming charm with the rhyme of "white clouds lying in front of the rock and red flowers flying at the mouth of the cave" In 1988, the Tourism Bureau of the Autonomous Region identified Liufeng Mountain and Sanhaiyan as famous tourist attractions along the coast of Guangxi. The Dalu Folk Custom Tourist Area, 3 kilometers east of the county seat, is also known as "ancient houses, ancient trees and ancient couplets". In June 1999, it was awarded the honor of "the first village of Guangxi couplets" by Guangxi Folk Writers Association and Guangxi Couplets Society. There is also Maanshan, the site of Lingshan people, which was included in the provincial key cultural relics protection units in 1960; In 1981, it was listed as the site of Qinzhou ancient city, a key cultural relic protection unit in the autonomous region; Lingdong Reservoir, which was listed in Guangxi coastal tourist area in 1993; Chuanjingyan, Xingdao Lake, Fairy Pond, Shiou Mountain, Dengyang Lake, Sucun Ancient House, Longwu Manor, Shuanghe Park and the beautiful scenery on the river bank of the county, etc., are integrated with natural landscape and human landscape, and the bright spots are flashing and colorful, which is enough to make tourists linger.

Third, SWTO analysis of scenic spots in ling shan

Advantages: Lingshan has the geographical advantage of "backing on the southwest and facing Southeast Asia", located at low latitude, and belongs to the south subtropical monsoon climate. In a year, the climate is mild, the summer is long and the winter is short, the rainfall is abundant and the sunshine is sufficient, so it has excellent climatic conditions for tourism. Moreover, Lingshan has convenient transportation. National Highway 209 and provincial highways 20124 and 20221 run through the whole territory, forming a convenient road transportation network with numerous county roads and township roads. The county's highway mileage is 1122 kilometers. It is bordered by Hengxian County and Yongning County in the north, Hepu County in the south, Pubei County in the east and Qinnan and Qinbei District in the west. Tourist attractions have a long history and profound cultural deposits, which have high historical research value.

Disadvantages: ling shan's economy is relatively backward, tourism started late, and tourism propaganda is not enough, and its core brand concept is not publicized enough, so it is impossible to promote the development of tourism with its own characteristic industries. Few people know that Lingshan is the "hometown of litchi"; Government departments do not attach importance to the development of tourism, which is inefficient and lacks pioneering and innovative spirit; It is difficult to maintain and repair scenic spots, the government funds are insufficient, and it is difficult to attract investment; People are not well educated and conservative, and they don't know how to care for and maintain cultural products with historical value.

Opportunity: From 2003 to 2010, it won the "Top 100 Counties in Western China" for eight consecutive years. From 2006 to 2010, it won the "Top 100 Small and Medium-sized Cities with the Most Investment Potential in China" for five consecutive sessions; From 2008 to 2010, it won the title of "Top 100 Small and Medium-sized Cities with the Most Regional Power in China" for three consecutive times. With a series of honors, more and more people know about Lingshan, and more and more investors turn their attention to Lingshan. With the continuous development of the national economy, more and more attention is paid to the development of the western region, and the investment in the western region is increasing. The Lingshan government can create more and more tourism projects, attract more and more tourists, and make Lingshan tourism develop and grow.

Threats: The surrounding areas, such as Yintan in Beihai and Sanniang Bay in Qinzhou, have developed rapidly and have strong strength, and new development projects are constantly emerging, which will distract the attraction brought by Lingshan tourism development; Vigorously developing tourist attractions may cause a certain degree of environmental damage.

Fourth, the promotion strategy

(A), to develop a distinctive theme of publicity

"The most beautiful Lingshan, the hometown of litchi"

Production idea: The litchi planting industry in Lingshan is rich, which attracts all kinds of tourists with its diverse varieties and delicious taste. In June, 1990, Song Jian, State Councilor and Director of the State Science and Technology Commission, in a letter recommending the development of high-quality litchi in Lingshan, praised the Guiwei litchi produced in Lingshan as "big in meat, small in stone and quite good in taste, which is better than the varieties that are now popular in Guangdong." Lingshan litchi fresh fruit and its processed products have won many awards at home and abroad. In 1988, Xiangshan brand canned litchi produced by Lingshan won the Gold Award of French International Cuisine Association. In 1991, at the "Seventh Five-Year Plan" National Spark Plan Achievement Expo, March Red Litchi produced in Lingshan won the silver prize. In 1992, at the first agricultural exposition in China, Lingshan Guiwei Li and Lingshan Xiangli Li won the gold and silver prizes respectively.

(2) Packaging the existing scenic spots and refining the selling points.

According to the tourism resources of Lingshan, it is mainly to develop historical and cultural landscapes and natural ecological scenery. Six selling points of Lingshan, the hometown of litchi, are extracted: 1. The magical cave tour of Sanhaiyan; 2. The summer water upstream of Lingdong Reservoir; 3. Walking tour in Dalu Ancient Village; 4. Long Wuming Yuxiang Ecological Sightseeing Tour; 5. Cultural tour of Yandun Town; 6. Liufeng Mountain Scenic Tourism

1. Visit the magical cave of Sanhaiyan

Sanhaiyan is located in the campus of Lingshan Middle School on the west side of Liufeng Mountain. It consists of three caves: Guiyan, Qianyan and Yueyan, and it is named "Sanhaiyan" because of the meaning of three changes in the world. There are many kinds of stalactites in it, and their shapes are different, which makes people dazzled and amazed. When you walk in on a hot summer day, you will inevitably feel a burst of coolness, which is a resort for enjoying the cool and summer. At the same time, you can also visit Lingshan Middle School, the highest institution in Lingshan, and truly experience the best combination of culture and scenery!

2, the reservoir summer water upstream

Lingdong Water Recreation Summer Resort is located 14 kilometers east of the county seat, mainly centered on Lingdong Lake, which was built by Lingdong Reservoir in 1950s and 1960s. There are scenic spots such as "Linghu Qianyuan" and "Tianhu Island". The reservoir is long and narrow in east-west direction, with a horizontal straight line length of 15,000 meters, the widest point of 3,150 meters and a water surface area of 6.67 million square meters. There are 15 islands in Shui Yunjian, ranging from several thousand square meters to several hundred square meters. Tianhu Island Resort is built on Tianhu Island in the middle of the water. The dam of the reservoir is 30.6 meters high and the top of the dam is 1824 meters long, which runs across the north and south. On the lower third slope of the dam, grass is planted and green, just like a wide camel tapestry hanging out of thin air. The side of the dam near the water is inlaid with large stones, which looks like a dragon lying in the waves on the side. In summer, you can take a boat and sway on the shimmering lake, enjoying the beauty and comfort brought by nature.

3. Hiking in the ancient village

Dalu Village Folk Custom Tourist Area is located 8 kilometers east of Lingshan County, and is well-known in all directions for its magnificent ancient residential buildings, couplets culture spread for hundreds of years, and its local products "March Red" litchi and "Dalu" ponkan. There are nine communities in Lao's ancient house in Dalu Village, which were built in Ming and Qing Dynasties respectively. The ancient house is surrounded by mountains and rivers, quiet and deep, and contains a large number of cultural relics and treasures such as Wen Tianxiang's handwriting, witnessing the glory of history. The most precious thing is that there are more than 300 pairs of couplets created in Ming and Qing Dynasties, which has precious research value and appreciation value in humanities and history. The ancient houses are large in scale, complete in structure and function, high in planning level, excellent in ecological environment and rich in folk culture. The tunnel in the ancient house is deep and narrow. People can enjoy the influence of ancient culture and stay away from the hustle and bustle of the city by walking through the corridors of ancient houses and listening silently.

4. Mingke Lixiang Ecological Sightseeing Tour

Longwuming Kelixiang Ecological Sightseeing Tourist Area is located 10 kilometers west of Lingshan County, which is mainly composed of longwu Farm and Longwuzhuang buildings. Walking west along the highway on the north bank of Mingke River, you can appreciate the style of modern ecological agriculture in Lingshan. First, the 1800-mu contiguous famous fruit seedling breeding base in Sanhai Village, followed by the 800-mu contiguous fragrant lotus root planting base in Sanqin Village, which is also a jasmine production area and a seedless watermelon production area. All the way can be described as a fragrant flower and a charming pastoral scenery. Longwu Manor is located north to south, with short mountains in the north. The overall layout is in the shape of "Hui", and the walls are all made of water mill blue bricks, which are extremely strong. The park consists of two quadrangles connected in series, with a total of 110 houses. Hangliang, bucket arch and eaves column are all beautifully carved and decorated. "There are two buildings in the heavy gallery of Jiaobao", the turret is as high as six stories, and the peripheral guns are bulging. The whole manor embodies the architectural artistic characteristics of the combination of Chinese and western from the late Qing Dynasty to the early Republic of China.

5, big town cultural tour

Yandun Town, ling shan has the custom of "beating drums to welcome the spring". During the Spring Festival, the deep, loud and powerful drum sounds like spring thunder-resounding through the sky! The existing tallest drum in Yandun Town is nearly 3 meters high. Drummers have to stand on two benches to beat the drum surface. The largest drum surface is 1.8 meters in diameter and weighs more than 350 kilograms. It takes seven or eight big men to lift it. The oldest one was made in the 16th year of Guangxu (AD 1890). These "kings of drums" make an avalanche of noise when they beat, bringing the unique momentum of "Yandun Drum" to the extreme. Every year during the Spring Festival, Yandun Town holds a big drum competition: dozens or even hundreds of big drums are waiting in array, and they are beating together. The drums are shocking and spectacular, and tens of thousands of people are cheering and ecstatic in the deafening drums ...

6. Mountain scenic tourism

Liufeng Mountain Scenic Area is mainly composed of six peaks, including Longtou Peak, Fengwei Peak, Guibei Peak, Heli Peak, Baozhang Peak and Chongxiao Peak, covering an area of 540,000 square meters, with the highest peak at an altitude of 343 meters and a relative height of 182 meters. There are dozens of scenic spots in Liufeng Mountain Scenic Area, mainly including: Beidi Temple, Guanyin Pavilion, Daxiong Hall, Giant Buddha Hall, Sanqing Palace, Sanhaiyan, Longchuanyan, Enshengyan, Chuanjingyan, Yanzi Rock, Fengyu Bridge, Lingyan Chudi Square, Liufeng Baoshan Square, "Xiling Ji", Guanyin Stone Carvings, Fairy Wells, Fairy Shoes, and so on. Among them, the Beidi Temple, which was built in Zhengde of the Ming Dynasty for five years, is one of the famous Taoist temples, and the incense is ever-lasting. Especially in the Spring Festival and the Double Ninth Festival every year, pilgrims from all over the country and even Southeast Asia climb mountains to worship the Beidi, so that they can smell the incense of Liufeng Mountain several kilometers away. In addition, Sanhaiyan, located in the west of Liufeng Mountain, is in the same strain as Liufeng Mountain. Sanhaiyan is named after the meaning of three changes in the world. The breeze, milk stones and inscriptions are known as the three wonders of Sanhaiyan. "There is no dog in June, and the spring breeze shines all the year round. The cave is different from the milk stone, and the wonderful hand is terrible. Look at the mountains like paintings, and swim in the caves like reading history. "

V. Tourist routes

(1) Qidong Qifeng Tour: Take a bus from the county center to the entrance of Liufeng Mountain, and then enjoy all kinds of scenery along the mountain road. After reaching the summit, rest and enjoy it, return to the door along the original road, and then go west to Lingshan Middle School. You can find Sanhaiyan when you get in.

(2) Tour of the Ancient Village of the Reservoir: 8 kilometers from the county center to the eastern suburb of ling shan is Dalu Village. After enjoying Dalu Village, 6 kilometers to the east is Lingdong Reservoir.

(3) longwu Yandun Eco-cultural Tour: Take a bus from the county center to longwu, 10 kilometers west of ling shan. After enjoying the litchi orchard, 20 kilometers west is Yandun Town.

Sixth, the propaganda mode

(A) advertising

The advertising of the hometown of litchi in China should achieve two purposes: on the one hand, it should show the advantages and selling points of the hometown of litchi; On the other hand, it is necessary to establish the image that Lingshan tourism is a high-grade enjoyment. Based on this, we draw up the following plans for advertising:

1. Keep up with the pace of the times, conduct online publicity, and let the hometown of litchi spread throughout China.

Network carriers: Sina.com, China Travel.com, Lingshan Hometown.com, etc.

Promote the charming scenery, history and culture of the hometown of litchi on the Internet through free photo gallery, appreciation of art short films, and editing of publicity activities, so that publicity has no borders.

2. TV series advertisements

Selection of TV stations: Guangxi Tourism Station, Guangxi TV Station and Lingshan TV Station will broadcast promotional videos in prime time.

Theme: History? Natural? humanity

The picture is full of life and dreamlike. Full of vitality, everything is waiting for life. It's like breaking into a fruit garden

3. Fixed advertising

(1) Making street signs and building advertisements in central squares, gymnasiums and other places.

(2) In the famous scenic spots such as Shuanghe Park and Liufeng Mountain, huge advertisements are set up and public facilities such as street lamps and trash cans are made.

(3) Put up a huge advertising billboard at the intersection of the bus station.

(2) Activity promotion

1. Impression of the hometown of litchi. The Litchi Festival was held, and a street opening ceremony was held for litchi exhibition. Litchi, cinnamon, glutinous rice paste and Feizixiao competed on the same stage, which made tourists feast their eyes and eat delicious food. Highlight the Litchi King Competition and Litchi Fun Activities, Excellent Litchi Fruit Farm Appraisal, Litchi Culture Exhibition, Litchi Garden go on road trip, etc., and show the themes of "Rising Lingshan", "Lixiang Lingshan", "Elegant Lingshan", "Harvest Lingshan", "Rhyme Lingshan" and "Meeting Lingshan" respectively.

2. Create a business card of beautiful Lingshan. Invite all kinds of tour groups to visit all kinds of scenic spots in Lingshan for free to achieve the publicity effect, and hold a "Miss Litchi" contest to show beauty and customs.

Tourism Marketing Plan (2)

Tourism marketing is the concrete application of marketing in tourism industry. Starting from the characteristics of tourism industry, the author prefers to use the relevant marketing theory of Gronlos, which emphasizes purpose, to deduce and define tourism marketing: tourism marketing is a long-term and overall plan and strategy made by a subject to seek long-term survival and development according to the changes of external environment and internal conditions, and the planning and implementation process of tourism products, with the ultimate goal of

In this regard, we can further understand it from four aspects:

1. It is a management idea and concept. It recognizes and accepts that consumers are the center and the demand of tourism consumers is the guide, and strives to satisfy tourists by providing tangible products and intangible services, thus realizing the economic and social goals of marketing subjects.

2. It shows a dynamic management process. That is, organizing and guiding the overall activities of enterprises, including analysis, planning, implementation, feedback and control, more embodies the function of tourism economy personality and the management of marketing resources. In the marketing plan, the marketer must position the target market. In marketing strategy, enterprises or organizations must make various decisions such as market development, product design, price setting, distribution channel selection, information communication and publicity and sales.

3. It shows a very wide range. Mainly the subject and object are extensive, the subject includes all tourism organizations (government, enterprises and other organizations), and the object includes the marketing of tangible things and intangible services. () At present, the contents of tourism marketing generally include goods, services, events, experiences, right to use, information, creativity, people, places and so on. At the same time, this definition also shows that the current tourism marketing activities have expanded from a circulation field to the whole fields of prenatal, production, circulation and after-sales, and from a single image promotion and product promotion to all fields of comprehensive circulation of tourism enterprises.

It means an exchange. That is, the function of tourism marketing has changed. At present, the responsibility of tourism market, whether it is government or enterprise marketer, has changed from the function of promoting image and selling products to the function of promoting exchange relationship. It should be noted that this exchange is not entirely expressed in the form of money or objects.

Compared with other fields of marketing, tourism marketing has obvious different characteristics, mainly as follows:

1. service. In addition to specific tourism products, providing tourism products is actually providing a kind of service on the premise that property rights are not transferred. Tourists value not only the quality of service facilities, but also the overall service quality in the process of tourism, and the experience, comfort and pleasure brought by this service.

2. Participation. The production and supply of tourism products in the tourism market coincide with the consumption behavior of tourists in time and space, and tourism marketing is actually a dynamic process in which tourists participate in stages. Therefore, how to keep timely interaction with tourists has become an important content of tourism marketing.

3. timeliness. Tourism market has strong seasonality and timeliness. Tourism products are products that cannot be stored and transferred. At the same time, the production facilities, equipment and labor of tourism products can exist in the form of physical objects, but they are only a kind of production capacity rather than the tourism products themselves. If we can't accurately grasp the consumption needs of tourists in time and meet them in time, it means the waste of production capacity and the failure of marketing work.

4. the whole process. Because of the characteristics of tourism products, it is impossible to display products directly in front of consumers for promotion in tourism marketing, like other fields, but marketing work must run through the links of development and design, image promotion, production and sales, and service guarantee.

Tourism Marketing Plan (3)

In recent years, especially after the construction of Hainan International Tourism Island has become a national strategy, with the joint efforts of tourism administrative departments at all levels and tourism enterprises, our province has strengthened tourism marketing, continuously expanded its tourism business and achieved remarkable results. In 2014, it is estimated that the province will receive 40.6 million tourists from home and abroad, an increase of 10.6% over the previous year, and the tourism revenue will be 48.5 billion yuan, an increase of 13.2% over the previous year. However, there are still many problems and deficiencies in tourism marketing in our province, such as weak overall image publicity, lack of innovation in publicity and promotion methods, weak pertinence of tourism marketing and inadequate marketing policy support, which need further effective measures to be seriously solved.

Tourism marketing is an important means to promote tourism development. In order to further strengthen the accurate marketing of the tourism market in our province, continuously enhance the popularity and reputation of Hainan tourism at home and abroad, and fully promote the construction of Hainan International Tourism Island, combined with the actual tourism industry in our province, the following suggestions are put forward:

First, change the concept of tourism marketing. It is necessary to change the traditional marketing methods in the past, promote the transformation of tourism marketing from marketing to characteristic product marketing, and promote characteristic tourism products for different markets.

Second, do a good job in tourism marketing planning. Tourism administrative departments at all levels should carefully grasp the long-term planning and planning of tourism marketing in our province, clarify the objectives, tasks and specific measures of tourism marketing, and do a good job in implementation.

Third, carefully package tourism products. Hainan's tourism products are rich and unique. At present, efforts should be made to package special tourism products such as seaside vacation, marine tourism, cruise tourism, wedding tourism, rural tourism, forest tourism and recreation tourism, and carefully design special tourism routes to meet the needs of Chinese and foreign tourists.

Fourth, innovative tourism marketing methods. While doing a good job in traditional marketing methods, we should boldly innovate flexible and diverse marketing methods. On the basis of making full use of media propaganda, going out and inviting in for promotion, we should strengthen the joint development of tourism and aviation according to the diversification strategy and innovation-driven strategy of the tourism market, deepen the international joint promotion of one trip and multiple stops, carry out joint promotion with international brand hotels, and implement the promotion of one country and one policy. In terms of domestic promotion, we should focus on special promotion for different products in different regions. It is necessary to strengthen the role of high-tech means such as network in tourism marketing, and strive to achieve practical results in tourism marketing.

Five, increase marketing policy support. Tourism administrative departments should introduce policies and measures to encourage and support tourism marketing, reward travel agencies and other tourism enterprises that have made outstanding achievements in marketing, and optimize cruise tourism and aviation subsidy policies.

Six, improve the tourism marketing mechanism. Establish a provincial tourism marketing center, co-ordinate tourism marketing resources, and uniformly organize and guide the tourism marketing work in the province.

Seven, strengthen the training of tourism marketing personnel. Tourism administrative departments at all levels should take measures to carry out business training for marketing personnel of tourism enterprises and improve their business level to meet the needs of tourism marketing.

The focus of the planning scheme of Jingdezhen Millennium celebration

The planning scheme of Jingdezhen Millennium Celebration is centered on tourism, aiming at taking advantage of the Millennium Celebration to promote the economic development of Jingdezhen in an all-round way. As the main body of celebration activities, tourism involves eight aspects: grand ceremony, festival, investment attraction, media publicity, urban construction, industrial adjustment and culture and art. These works are independent and complementary to each other, and jointly promote the development of Jingdezhen.

In the strategic analysis, the central significance of the Millennium Celebration in Jingdezhen is made clear: to promote the all-round development of Jingdezhen's economy through the celebration. Tourism and a series of festival activities are the hub of celebration activities, especially tourism is the core of the whole celebration planning. The Millennium Celebration provides a golden opportunity for Jingdezhen's tourism industry, and we must grasp this historical opportunity to promote the development of the tertiary industry and promote economic revitalization.

However, Jingdezhen's tourism industry has some weaknesses and obvious location advantages, but the natural landscape is inferior to the surrounding resources. Although tourism revenue has increased steadily in recent years, it is still at the national average level, and the growth ratio is not prominent. We must accurately locate, recognize the strategic needs and grasp the real driving force of tourism development.

Jingdezhen Municipal Party Committee and Municipal Government have recognized the particularity and potential leading significance of tourism in economic layout, and actively deployed related work. Accurate positioning and clear understanding of strategic needs will help to promote the development of Jingdezhen tourism, and then promote the overall revitalization of the entire region's economy.