Tourism media planning

De Anjie tourism planning experts believe that the main contents of tourism image planning include image positioning, tourism image planning, tourism image dissemination and promotion, among which image positioning mainly includes audience survey, context analysis, tourism image positioning and publicity slogans.

The basic principle to be followed in that orientation of tourism image are as follow:

1, the principle of concentration of advantages.

2, the concept of leading principle.

3, the principle of individuality.

4. The principle of multiple positioning.

The marketing planning scheme of tourist routes should be paid attention to as follows: Generally speaking, a tourist route will not design the same tourist attractions. Because according to the law of decreasing satisfaction effect, repetition will affect the satisfaction of ordinary tourists. Unless there are special circumstances. For example, when traveling to Beijing, travel agencies put the Summer Palace and the Forbidden City on the same day's itinerary. Although they repeated tourist spots with the same nature and similar scenery, the Summer Palace and the Forbidden City have distinctive China characteristics and strong China culture. Tourists travel to these places also for this demand. This is also the case in Xi 'an. In other cases, different scenic spots are generally chosen to form a tourist route. Of course, if tourists explicitly request to go to tourist spots with the same nature and similar scenic spots, such as Xiaoyao Valley in Wugui Mountain in Zhongshan and Quanlin Mountain Villa in Sanxiang. After explaining the situation, if the tourists still insist on their own opinions, the travel agency will respect the wishes of the tourists and carry out tourism activities. In addition, travel agencies will also design tourist routes according to tourists' different cultural backgrounds and tourism needs. For example, a one-day trip to Zhongshan. In order to meet the tourism needs of local residents in Zhongshan, the tourist routes should be designed according to the living habits and tourism characteristics of local residents; In order to meet the needs of foreign tourists (including those who travel to and live in Zhongshan from other places), the tourist routes should be arranged according to the tourist attractions they are interested in and the tourism characteristics of Zhongshan. Travel agencies also have certain regulations on the number of spots to choose. Generally speaking, it is two scenic spots in the morning-lunch-two scenic spots in the afternoon.Then arrange tourist routes according to the actual situation of tourists. If the elderly are the majority in a tour group, or even the whole tour group is elderly, the travel agency will appropriately reduce the number of tourist attractions or arrange more comfortable attractions. On the contrary, if young and middle-aged tourists are the majority in the tour group, tourist attractions suitable for young people should be arranged accordingly or appropriately increased. Usually, tourists will follow the arrangement of the travel agency after consulting and understanding the travel route designed by the travel agency and deciding to participate in the travel route. If in the process of traveling, tourists ask for more scenic spots, if it is a group and the team leader says yes, it will increase the scenic spots. If it is an individual, more than 60% of the tourists ask to go, it will increase the scenic spots. For other tourists, if they want to stay in a hotel, the travel agency will take the rest of the tourists back to the hotel to rest. Although the structure of tourist spots is reasonable, the principle of proper layout requires moderate distance between spots: the distance between tourist spots on the same tourist route should not be too far, so as not to cause a lot of time and money to be spent on the journey. Generally speaking, the time spent on transportation in a city cannot exceed 1/3 of the total journey time, but in practice, the length of transportation time cannot be absolutely controlled by travel agencies. Generally speaking, traffic time accounts for 2/3 of the total journey time. For example, Zhongshan-Zhaoqing usually takes two to three hours, even if it takes two hours to go straight from Zhongshan to Zhaoqing, which requires the tour guide service personnel to provide tour guide services wholeheartedly for tourists during the trip.Because from the place of departure to the destination, there are infinite scenery along the way, many scenic spots, natural landscapes and human landscapes with strong cultural background. If the tour guide can serve the tourists vividly, even if the traffic time accounts for 2/3 of the total journey time, the tourists can receive new information in the car and feel that it is worth the money. Although the problem of traffic time can't be completely avoided, in the process of designing tourist routes, CYTS thinks that the time spent on inter-city traffic is best to account for 1/2 of the whole travel time. Because of this, tourists can have time to enjoy themselves in tourist attractions, which is very beneficial to travel agencies. After opening up a new route, the travel agency put the product design scheme into practice and carried out experimental sales. If the market effect of the line is not ideal after trial production and trial sale, the travel agency will not give up easily, because the investment of funds, manpower and material resources by the travel agency in the process of developing, researching, packaging and launching the market is very huge. When the results of trial production and trial marketing are not satisfactory, the travel society will review itself, review the reasons for the failure, and form personnel to make the greatest understanding and improvement of the route. In order to make the new line achieve ideal results. Putting tourist routes into the market is not the end of the product design process. Travel agencies will also regularly check and evaluate tourist routes and make necessary revisions and improvements. And extensively collect all kinds of feedback information to provide a basis for further development of products, and also pay a return visit to tourists.Collect the opinions of tourists. It is very important to choose what kind of promotion method to write in the marketing planning scheme of tourist routes. General tourism changes with the change of seasons, which is very time-sensitive. Nowadays, the current free promotion method is not suitable, because the effect of free promotion method is slow, which requires a certain cost to do paid promotion. Now paid promotion is more effective or search engine promotion, and Baidu bidding ranking and Soso promotion are more popular. From the user base, Soso promotion is better, because Soso promotion has 200 million people online at the same time every day, which guarantees the promotion effect of customers, and the customer base is also very targeted. The tourism industry can use Soso promotion to introduce traffic and transform business opportunities, and now Soso promotion has launched a new product: Tencent situational advertising. Tencent situational advertising is to accurately select the most suitable advertisements to display on the web pages browsed by netizens by analyzing the content of the website pages, user attributes (age, gender, usage scenarios, education, etc.) and user interests, and combining keywords, placement regions and time periods, so as to help you find potential users. Many customers have greatly improved their traffic and billing after using the situational advertisements of Soso. This point can also be listed in the successful case of Soso in the marketing planning scheme of tourist routes.