Expand the tourism market
This article will discuss how the tourism management major can expand the tourism market and promote the development of local economy. By attracting readers' interest and providing background information, this paper will elaborate in detail from four aspects: market promotion, tourism product innovation, tourism resource marketing and tourism service quality improvement.
I. Marketing
From the aspect of marketing, tourism management majors can actively expand the tourism market through advertising, launching preferential packages and internet marketing. First of all, in advertising, tourism management majors can use various media platforms, such as television, newspapers and the Internet, to push tourism information to a wider audience and increase the exposure of tourism products. Secondly, the introduction of preferential packages is also an effective way to attract tourists. For example, special packages can be designed for tourists on a certain festival or at a specific time, such as hotel accommodation discounts, scenic spot tickets discounts, etc. Finally, in terms of Internet marketing, tourism management majors can rely on social media and travel websites to promote tourism products and increase tourists' attention to the region.
Second, tourism product innovation
In terms of tourism product innovation, tourism management majors should make full use of modern scientific and technological means to optimize and upgrade tourism products and attract more potential tourists. First of all, tourism management majors can creatively design new tourism products, such as theme tourism, cultural tourism and in-depth tourism, so as to meet the needs of different tourists. Secondly, in terms of digitalization, tourism management majors can apply virtual reality and other technologies to tourism products to provide tourists with more scientific and practical tourism products, such as 3D tours and immersive games. At the same time, tourism management majors can also introduce the concept of sustainable development into tourism products to realize environment-friendly tourism.
Third, tourism resources marketing
Tourism resource marketing is a very important aspect of tourism management specialty. In this respect, tourism management majors can improve the popularity and reputation of tourism resources through brand marketing, tourism route promotion and large-scale tourism theme activities. First of all, brand marketing is a good way to build a region or scenic spot into a brand with unique characteristics and image. Secondly, the promotion of tourist routes is also an important way to attract tourists. Tourism management majors can design unique tourist routes and route combinations to create their own brand advantages. Finally, in organizing large-scale tourism theme activities, tourism management majors can organize some theme activities related to specific festivals and cultures, which can not only attract tourists' attention, but also enhance the influence of tourism brands.
Fourth, improve the quality of tourism services
Improving the quality of tourism service is also a very concerned aspect of tourism management specialty. In this respect, tourism management majors can improve the quality and level of tourism services by training service personnel, upgrading service equipment and improving service environment. First of all, in the training of service personnel, tourism management majors can provide various forms of professional training, such as etiquette training, language training, cultural knowledge training, etc., to improve the quality and service level of service personnel. Secondly, in terms of upgrading service equipment, tourism management majors can upgrade and improve service equipment to provide tourists with more convenient, fast and high-quality services. Finally, in terms of improving the service environment, tourism management majors can improve the comfort and beauty of the tourism service environment through landscaping and landscape construction.
Summary:
In this paper, we discuss how to expand the tourism market and promote local economic development for tourism management majors, and put forward concrete measures in four aspects: market promotion, tourism product innovation, tourism resource marketing and tourism service quality improvement, aiming at providing reference. In the increasingly fierce competition in the tourism market, tourism management majors should constantly adapt to the market demand, constantly optimize and improve the quality of tourism services, provide tourists with a better tourism experience, and inject strong impetus into local economic growth.
Urban tourism has played an increasingly important role in China's tourism industry. Some small and medium-sized cities set their own tourism development strategies by imitating big cities, and the results are not very satisfactory. So, how do small and medium-sized cities develop tourism? We believe that it is necessary to have tourism development ideas and strategies suitable for the characteristics of small and medium-sized cities.
Cultivate and highlight characteristics
The characteristics of a city are its charm and competitiveness. Small and medium-sized cities should work hard on their characteristics to develop tourism. Features are embodied in many aspects and forms. From the perspective of tourism resources, there are mainly historical and traditional cultural characteristics, natural scenery characteristics, folk customs characteristics, geothermal hot springs and other leisure industry characteristics, and so on. Having good tourism resources does not mean having good scenic spots and scenic spots. Tourism resources are only the basis for developing tourism. Resources need to be tapped, and characteristics need to be cultivated. It is the focus of developing tourism in small and medium-sized cities to transform the cultivation of characteristic tourism resources into characteristic tourist attractions.
In cultivating characteristic scenic spots, first of all, we should make tourist attractions into fine products. Adhere to the principle that people have nothing but me, and people have my superiority, and develop tourism resources into unique and even unique tourism products. Boutique does not mean high-grade and modernization. Tourists are far away from the city and go to the deep mountains and forests. What they want to see is the ecological beauty. The purpose is to find "wild fun", not to enjoy the modernization and comfort of the city there.
Secondly, the city style should match the style of tourist attractions. Attractions attract people's attention, but cities affect people's mood of enjoying them. Although some small and medium-sized cities have unique scenery, they blindly imitate the styles of some well-known scenic spots and buildings in the development of scenic spots and urban construction, and the external image masks their internal characteristics.
Third, we should improve the supporting facilities of tourist attractions. The main purpose is to reduce the transportation cost and time cost to reach the scenic spot and improve the safety and comfort. This requires strengthening the construction of infrastructure and service facilities such as traffic roads.
Fourth, create characteristics with creativity. Tourism resources are often not unique. But special creativity can turn resource advantages into unique tourism projects. 2005 is China's "Red Tourism Year", and relevant departments have opened up 30 boutique routes and more than 100 classic scenic spots. Red tourism is extremely hot this year. However, some cities put some green (eco-tourism) on the red tourist routes and engage in "two-color" or even "color" tourism, which has received better effects of adding fire to the fire.
Be willing to play a supporting role and take the initiative to participate in the division of tourism.
Being a supporting role means that small and medium-sized tourist cities should actively integrate into the regional tourism industry chain and participate in the tourism division of labor. Judging from the trend of tourism development, regional tourism cooperation has been continuously strengthened. Regional cooperation based on the principle of "open market, mutual exchange of tourists, complementary advantages and win-win cooperation" has become the consensus of the global tourism industry. Domestic regional tourism resources integration and regional tourism cooperation are also booming, and regional partners such as Three Gorges Scenic Area, Yangtze River Delta Green Tourism Passage, Pan-Pearl River Delta Tourism Area, Beijing, Tianjin and Hebei Capital City Holiday Tourism Circle and Bohai Rim Tourism Circle have been formed successively. The integration of regional tourism resources has also become one of the main attractions of the domestic tourism market in 2005.
It is difficult for small and medium-sized cities to become direct destinations for tourists. They are mainly a node of the regional tourism industry chain. If small and medium-sized cities want to develop tourism, they must create conditions and take the initiative to accept the external spillover benefits brought by other mature tourist attractions in the region in terms of tourists, promotion, brands and service personnel. The most important thing is to incorporate the developed tourist attractions and scenic spots into the tourist routes in the region. In addition, open integration of tourism resources should be carried out, and local protectionism should be broken, and a cooperative mechanism with reasonable distribution of interests, clear rights and responsibilities and self-imposed constraints should be established through market mechanism. To put it bluntly, it is to establish a mechanism to avoid opportunism and ensure the long-term cooperation.
In addition, to strengthen the management of scenic spots and improve the service level and level, we should not drag our feet because we have affected the image of the whole tourist route. Only in this way can we improve our value and dominance in the whole line in the division of labor.
Strive to improve the tourism industry chain
It is not contradictory to participating in regional tourism division of labor. Perfecting the tourism industry chain requires small and medium-sized cities to occupy more links in the regional tourism chain, so that tourists can think it is worth spending more time here and spend more money, so that they can get more tourism income and added value.
Tourism is a sunrise industry, which mainly means that it is an industry with rapid development and strong driving ability. It is social and comprehensive, including six elements: food, shelter, transportation, travel, shopping and entertainment. However, at present, the tourism industry in many small and medium-sized cities mainly stays at the stage of "seeing", which is not a "tour", and mainly relies on tourist attractions to obtain ticket income. Even if tourists eat and live in small and medium-sized cities, they also consume food and shelter as necessities, as long as they make do. Spending on shopping and entertainment is even less pitiful. For any city that wants to develop tourism as a pillar industry, it is necessary to constantly improve the tourism industry chain, attract tourists, stay and make them spend more.
First of all, it is necessary to expand the number of scenic spots and scenic spots, so that tourists can see and watch more things, so that tourists can really "swim" instead of passing by a certain scenic spot in the city. Of course, we must consider the market risk when increasing scenic spots, and insist on giving up what is lacking rather than making up what is lacking. A general trend is to shift from focusing on developing sightseeing scenic spots to focusing on developing holiday tourism and special tourist attractions.
Secondly, it is necessary to develop related industries around "tour", so that tourists can have their own characteristics, live in good taste, buy with confidence and have fun, that is, to transform a single sightseeing tour into a comprehensive tour and a transit tour into a consumption tour.
Third, some special tourism products can be developed where conditions permit.
Segmentation of the market and enhancement of pertinence
It is impossible for any small and medium-sized city that develops tourism to face all tourists. It can only attract a specific group with roughly the same needs. This group is a market segment. Different dividing standards have different market segments. According to the geographical environment, it can be divided into two market segments: short-distance tourists and long-distance tourists. According to the characteristics of tourists themselves, it can be divided into three market segments: the elderly tourism market, the middle-aged tourism market and the youth tourism market. The development of tourism in small and medium-sized cities should start from their own advantages in tourism resources, location and human resources, aim at specific market segments and provide tourism products and services for specific customers.
Studies have shown that if tourist cities focus on the neighboring markets, they can get twice the result with half the effort. The primary tourist market segment of small and medium-sized cities is tourists from the big cities around them. With the increase of income level, the demand of urban residents for short-distance leisure tourism is increasing. Small and medium-sized cities should focus on developing health tourism, entertainment tourism, sightseeing tourism, holiday tourism, experience tourism and popular science tourism by combining their own advantages to attract tourists from big cities.
In addition, small and medium-sized cities should retain leisure tourists in the region. We should focus on developing some educational and recreational tourism, theme park tourism, life experience tourism and other projects suitable for young people, and retain local tourists by developing family-style group tourism projects.
Strengthen tourism promotion
Tourism promotion is the sales process of tourism products and a crucial link in the development of tourism. With the city government gradually realizing the importance of the tourism industry, all kinds of tourism advertisements are overwhelming, and all localities are scrambling to hold various tourism festivals. These starting points are good. However, many promotion activities have not achieved the expected results.
To this end, it is necessary to improve the means of publicity and promotion.
First, it was suggested that we should adhere to "three cancellations and four assistance" in publicity and promotion. The "three cancellations" are to cancel the loud and spread propaganda, the fragmented and patchwork propaganda, and the propaganda that is not carefully planned and random. "Four Helps" means using the mainstream media, network power, festival activities and celebrity effect.
Second, through cooperation with travel agents to promote sales. The proportion of tourists traveling through travel agents is relatively high. For those small and medium-sized cities that mainly attract long-distance tourists, it is necessary to strengthen cooperation with travel agents, such as jointly producing promotional materials and advertisements for tourist destinations, and directly promoting sales to tourist destinations through the latter.
Third, we should promote the construction of honest tourism. Honesty is the foundation of tourism survival. Many leisure tourism projects provided by small and medium-sized cities, "repeat customers" are their main customers. More efforts should be made to standardize the tourism market and improve the quality of tourism services.
Fourth, we should expand the market with brands. The promotion of tourism products must pay attention to establishing brands. When the brand is recognized by tourists, the promotion of tourism products can get twice the result with half the effort.
Formulate a scientific development strategy
The development of tourism in small and medium-sized cities is a long-term cumulative process. At present, many city governments have put forward ambitious tourism development goals, but it is very difficult to implement them, and it is easy to have half-baked projects in the development of scenic spots. An important reason is the lack of a scientific and reasonable urban tourism development strategy.
To formulate the development plan of urban tourism, first of all, we should follow the development law of tourism itself, fully consider the favorable and unfavorable factors of tourism resources, market demand, supporting facilities, tourism investment and other aspects, and determine reasonable tourism development goals.
Secondly, we should consider the development of tourism in a larger region, not only considering the cooperation within the region, but also considering the competition brought by "homogeneous" tourism products and services within the region. Developing similar tourism products in the same area is prone to the phenomenon that "bad money drives out good money", which eventually leads to the shrinking or even collapse of the whole market. This is a problem that should be paid special attention to when formulating the tourism development strategy.
Third, we should coordinate the relationship between tourism and other industries. Now many small and medium-sized cities are taking the development of tourism as an opportunity to speed up the construction of urban infrastructure and improve the urban environment. This is very necessary. However, except for a few small and medium-sized cities that can take tourism as a single pillar industry, most small and medium-sized cities need other industries to support urban development. The investment in urban construction must consider the needs of the development of other pillar industries. At the same time, we should pay attention to the integration of tourism and other industries, and develop industrial tourism with urban characteristics. In a word, tourism is a new industry with strong comprehensiveness and great relevance, and it is a sunrise industry in the 21st century. Some qualified small and medium-sized cities can promote urban revitalization by developing tourism. There are also many successful examples in this regard. However, tourism has its own laws of development. In particular, it is based on people's mobility and consumption and people's services. The requirements for supporting facilities and location advantages are relatively high and the risks are relatively high. Therefore, to develop tourism in small and medium-sized cities, we must follow the law of tourism industry development, adapt to local conditions and the market, innovate models, formulate scientific development plans, and promote the scientific development of tourism. Link to this article:
