Tourism product plan

The definition given by the World Tourism Organization, a travel agency, is that "retail agencies provide the public with information about possible travel, accommodation and related services, including service fees and conditions. This article is a model travel agency plan I compiled for you, for reference only.

Model essay of travel agency plan 1:

introduction

Travel (group purchase) agency is a low capital investment, wide consumer base, fast recovery cost, and the facade requirements are not very large (there is no condition or even direct dormitory work in the store). Generally, in addition to retaining the store rent, labor and daily expenses for about 3 months, the travel agency does not need much working capital for its operation and management, so the travel agency has great potential. The slogan of our hotel is to start from here.

Market research and prospect analysis

At present, there are 561 travel agencies in the province, including about 156 travel agencies in Wuhan, which are basically saturated. The efficiency of many travel agencies is declining. Faced with fierce competition, many travel agencies just fight price wars blindly, so that people who have achieved a basic well-off level call "petty bourgeoisie sentiment" on holidays. The latest news shows that the number of trips in the National Golden Week this year exceeded 700 million. In the face of such a market and such a consumer group, we are fully confident to test the water.

profit model

The people we are targeting are mainly college students in our school, as well as other schools or other people around us. Through the cooperation with the school tourism society and photography society, we will make a notice in the school, and organize the arrangement according to the level of consumers' wishes. Finally, we will buy tickets for scenic spots through the network platform and arrange shuttle bus transportation to let customers travel without worry. We draw considerable intermediate profits from it.

site chosen

Based on the small scale of our travel agency and facing the crowd, we set the travel agency in the dormitory, which can basically meet the office needs. In this way, we can invest most of our funds in capital marketing and other funds in daily management and expenses.

Basic office equipment

Wholesale a certain amount of colored cardboard, a box of black colored pens and a box of multi-color colored pens from the Internet, and other office equipment, such as computers, pens and paper.

customer service manager

In the increasingly competitive shopping malls, besides the service industry's efforts to improve the service itself, customer service is an important factor to retain all households. Our team has four handsome guys and beautiful women who have good communication skills, such as good oral and written expression, sincerity, credibility, helpfulness and hard work, which can bring us a good customer effect.

Public relations management:

A public relations object

1. Coordinate and develop cooperation with school travel agencies and photography associations.

There are many travel agencies in Wuhan, but only a few of them are aimed at students at school, and the prices are relatively high. Therefore, according to our profit model, we have enough room to do better.

3. Support the work of the school management department, do not violate discipline, and strive for various preferential policies.

4. Strengthen understanding and contact with traffic, scenic spots and scenic consumption places.

Second, public relations means

1. Information publicity: mass media (school bulletin board and our self-made off-campus bulletin board) to establish corporate image.

2. Collecting information: public opinion supervision, opinion polls, and conducting opinion polls in my travel agency.

3. Contact feelings: by giving souvenirs and other means, strengthen our contact with customers, strive for repeat customers and win potential customers.

People's goodwill.

4. Optimize services: mobile phone, QQ, MSN Weibo Fetion WeChat, etc., to facilitate tourists to know about our travel agency.

Marketing strategy:

Pay attention to the design of overall tourism products and supporting innovative tourism design, innovation is the soul of travel agency development.

2 Market pricing should fully consider the cost, market, marketing objectives, policies, product quality and other factors, and adopt a satisfactory pricing method in pricing strategy, which not only ensures a certain initial profit, but also can be accepted by tourists. In addition, in the psychological pricing strategy, we can adopt the auspicious number pricing strategy, and adopt the strategy according to people's superstition and taboo about numbers.

3 promotion. Pass the information about travel agencies and their products to target consumers through various ways of publicity, attraction and persuasion, so as to make them understand and trust our products and services, guide them to buy and achieve the purpose of expanding sales. 4 differentiated marketing. Couples' self-help tour, class tour, roommate tour, family tour and other services you enjoy at different preferential prices; Record the information of all customers who come to our store, and select five lucky customers and one ticket for scenic spots in the province on large holidays; Distribute two free tickets to teachers at school every month to drive them to invite friends and friends; The customers will be awarded points according to the points system.

Model essay on travel agency plan II:

I. company summary.

Chongqing bayufeng international travel agency

General Manager: Chen Xiaoyong.

Chief Financial Officer: Liao Yalan

Marketing Manager: Chen Dahong

Manager of Public Relations Department: Hong Hong

Manager of Human Resources Department: Li Qiqi

Main industry: travel agency

Main products and services: With the theme slogan "Green leaves never forget their kindness", we will carry out a series of themed tourism activities such as "seeking roots-visiting relatives-red holy land-folk customs-looking forward to new Chongqing". And undertake international and domestic tourism projects, agent air tickets, boat tickets, train tickets, passport agents, booking class rooms and catering services.

Competitive advantage: 1. Local advantages II. Differentiated marketing strategy

Date of establishment: 20xx year x month x day

Venue: No.15 Beijing North Road, Urumqi

Contact telephone number:

Company tenet: everything is for tourists, for all tourists, for all tourists.

Company goal: strive to receive 5000 tourists in the first year, and promote exchanges and development between the two places.

II. Competition and marketing

We have made a very detailed and profound market research. At present, there are about 150 travel agencies in Urumqi tourism market, which is basically saturated. The efficiency of many travel agencies is declining. Faced with fierce competition, many travel agencies just blindly fight price wars. As a new travel agency entering the market, we should be unique in marketing strategy, concept and strategy in order to defeat our competitors.

Compare the advantages and disadvantages of new and old travel agencies;

The advantage of those old travel agencies is that they enter the market first and are familiar with all aspects and departments related to travel agency business. Most of them adopt indifference marketing strategy, which has the advantage of saving costs. Because undifferentiated advertising can save promotional expenses. Without market segmentation, it also reduces a lot of expenses brought by market research, product research and development, and the formulation of various marketing strategies and tactical plans. However, it should also be noted that the needs and preferences of tourists are extremely complex, and it is rare for a product to be generally welcomed by the market. Even if we can win a certain market for a while, but competitors imitate each other in this way, it will result in fierce competition in a certain part of the market, but the needs of other market sectors cannot be met.

Our advantage is that our headquarters is located in Chongqing, and here is the Urumqi branch in Xinjiang. The tourism products we develop for the Xinjiang market will have unparalleled superiority in price due to local advantages, so it is difficult for ordinary competitors to compete with us. Furthermore, according to the current situation of Urumqi tourism market, we adopt a differentiated marketing strategy, which just meets the unsatisfied tourists. The products we developed this time adopt the concept of theme marketing, and are a series of theme tourism projects such as "seeking roots-visiting relatives-red holy land-folk customs-looking forward to new Chongqing" with the theme slogan of "green leaves never forget their kindness". According to our survey, among the migrants in Xinjiang, Chongqing and Sichuan account for a large proportion. Many people have been away from their hometown for decades and have deep nostalgia for their hometown. After settling down in Xinjiang, they all hope to have the opportunity to take their family with them and go back to their hometown. We firmly grasp this target group and think it has great market potential. According to the results of market research and analysis, we also made the following strategies in marketing:

1。 Pay attention to the overall design of tourism products and innovative design of products. Innovation is the soul of travel agency development.

2。 Market pricing should fully consider the cost, market, marketing objectives, policies, product quality and other factors, and adopt satisfactory pricing method in pricing strategy, which not only ensures a certain initial profit, but also can be accepted by tourists. In addition, in the psychological pricing strategy, we can adopt the auspicious number pricing strategy, and adopt the strategy according to people's superstition and taboo about numbers.

3。 Promotion Pass the information about travel agencies and their products to target consumers through various ways of publicity, attraction and persuasion, so as to make them understand and trust our products and services, guide them to buy and achieve the purpose of expanding sales.

We can make some very beautiful tourist brochures, or ask professionals to design comprehensive, thoughtful and specific web pages to facilitate tourists to know the latest news.

In a word, the competition among travel agencies is fierce. If you want to be invincible in the competition, you must have products and services superior to your competitors. Due to the progress of science and technology, the competition based on hardware has little effect in the market competition, and it is easy for competitors to follow suit. Therefore, we believe that the competition among travel agencies is mainly soft competition based on service. Our agency will sincerely serve tourists in line with the purpose of all for tourists, all for tourists and all for tourists.

3. Travel Plan byf-no-001 of Chongqing Bayufeng International Travel Service

Schedule

Urban transportation, sightseeing, accommodation.

The first day in Urumqi — Chongqing Aircraft North Hot Spring, Chongqing People's Auditorium Chongqing Hotel

The next day, Chongqing luxury tourist bus porcelain mouth, Hongyan Village, Zhazidong White Mansion, Metropolitan Shopping Plaza, Nanbin Road hot pot famous Chongqing Hotel.

The third day in Chongqing — Yongchuan — Dazu — Chongqing luxury tourist bus Chashan Bamboo Sea, Chongqing Wildlife Park, Dazu Stone Carving, Chongqing Hotel

The fourth day in Chongqing — Fengjie luxury passenger ship feng du ghost town, Shi Baozhai, Zhangfei Temple, Baidicheng Fengjie Hotel

The fifth day is Fengjie — Hanging coffins of Wuhan luxury passenger ship Yangtze Three Gorges (Qutang Gorge, Xiling Gorge and Wuxia Gorge), goddess peak Hubin Garden Building.

Day 6 Wuhan — Urumqi soft sleeper enjoys scenic trains along the way;

IV. Plan of Public Relations Department

I am located at the front end of the travel agency, which is the image endorsement of my travel agency. We insist on "one-stop service" and provide you with quality services at any time. Our 24-hour online service hotline is:

The institutional functions of our department mainly include: drawing up the public relations plan of travel agencies, guiding the work of our department, coordinating the relationship between departments and travel agencies and relevant external organizations, reporting to the general manager on a regular basis, and providing various information consultation.

Our plan is divided into six parts:

(1) Quality requirements of public relations personnel:

Professional ethics: sincere, trustworthy, helpful, selfless and diligent.

Public awareness: with emotional awareness, innovative awareness, good image and public image.

Psychological quality: optimistic, confident, strong, open and compatible.

Communication skills: good oral, written and physical skills are integrated.

Attitude: Insist on creating a happy and harmonious work, be calm in times of crisis, and be calm in times of crisis.

2 Personalization of public relations subject: training the golden key figure of my travel agency

The image of travel agencies is mainly reflected in the hearts of customers. Excellent contact with service personnel can bring a good reputation to travel agencies. Now every enterprise cultivates its own tight key tasks as corporate image representatives.

(2) The object of public relations:

1. Coordinate development with various media and local travel agencies, with the former strengthening publicity and the latter making common progress.

There are many travel agencies in Xinjiang, but few of them are mainly engaged in "new-heavy" tours, so we have enough space to do better on this route.

3. Support the work of government departments, pay taxes normally, do not violate discipline and law, and strive for various preferential policies.

4. Coordinated development with hotels, transportation, scenic spots and scenic spots.

(3) means of public relations:

1. Information publicity: mass media, establish a corporate image, establish a good relationship with journalists, and publicize favorable information with my travel agency.

2. Collecting information: public opinion supervision, opinion polls, in the opinion polls conducted by my travel agency. 72% people are willing to visit Chongqing, which proves that our research and development route is feasible.

3. Contact feelings: by giving souvenirs and other means, strengthen our contact with customers, strive for repeat customers and win the goodwill of potential guests.

4. Optimize services: online ticket purchase and consultation; Telephone consultation; All kinds of leaflets are convenient for tourists to know about our travel agency.

5. Serve the society: participate in public activities, fund social welfare, and improve social visibility.

(4). Collect information from all directions:

1. Our image: popularity, popularity and support rate.

2. Product information: mainly engaged in "new-heavy", "seeking for roots to visit relatives-red holy land-folk customs-looking forward to new Chongqing"

3. Public information:

Public age: 18-25 23%; 26-40 40

%; 41-60 22%; More than 60 15%

Education: below high school, 13

%; College, 30%; Bachelor degree or above, 40%

Gender: male, 42%; Female, 58%

4. Public needs: group trips, individual trips, family trips, all-inclusive prices, and package prices; Different needs for food, shelter, transportation and customs.

(5) Internal information;

1. The internal channels for obtaining information to guide the normal operation of our agency are: network; Statements, business statistics, financial analysis; Work report; Internal writing instructions; Work notes; Internal publications; Communication tools.

2. Guide to the development of external travel agencies: public publications, statistics; Tourism trade fairs and fairs; Tourism information feedback; Exchanges among industries; questionnaire survey

3. Adhere to the principles of effective, applicable, timely, true, appropriate, fresh and timely information.

(6) Annual plan:

Our agency belongs to Urumqi Chongqing Branch, which was established on October 1, 2004. Next year, my public relations department has the following plans:

1. Statistic the routes of existing travel agencies in Xinjiang to Chongqing.

2. Promote the characteristic route of our agency, (conditionally do a "new-heavy" journalist tour).

Five.

3. Statistics department personnel distribution, increase the total staff, and expand department construction.

(7) Department management:

1. Personnel management: There are three personnel (Hong Hong, Zhang Peng, Wang Gongan).

2. Fund management: 200,000 yuan is rationally utilized.

3. Information management: collect competitor information and expand strength.

4. Contact with upstream enterprises: establish long-term friendly and cooperative relations with hotels, airlines, transportation departments, scenic spots and shopping departments.

VI. Financial sector analysis plan:

1. Raising capital The total capital of this cooperative is 3 million yuan, which is realized by raising funds:

Tian Ke, the current general manager, contributed 800,000 yuan, and the other seven people each contributed 300,000 yuan. The agency is mainly divided into four departments: finance department, marketing department, public relations department and human resources department. As the travel agency has just been established, the capital requirements for each agency can only be preliminary.

Forecast. After the forecast, the distribution of social capital is as follows: the marketing department has arranged 360,000 yuan for new product development, market research and development, publicity and planning scheme, the public relations department has arranged 200,000 yuan for upstream enterprises and land agencies, 150,000 yuan for human resources department, and another 200,000 yuan for car purchase, and then the annual rent of the house has been paid off 20,000 yuan and the collection of various materials and equipment has shared 300,000 yuan. The remaining 770,000 yuan is retained by the Finance Department for reserve funds and salaries. In addition, 1 million yuan is handed over to Zhuang Tourism Bureau as a deposit for international travel agencies. As for the budget, the initial goal is to achieve a net income of 1.8 million yuan by the end of the year.

2. Capital utilization. This requires all departments to make rational use of the planned funds to do their part. Marketing department: new product development, market research, advertising and planning; Public relations department: contact with upstream enterprises and land agencies; Human resources department: recruiting and training new employees; As far as the finance department is concerned, it is to allocate the internal materials, equipment and sundries, and distribute wages and bonuses at the end of the month. The salary arrangement is: 1,800 yuan for the general manager, 1,500 yuan for the managers of various departments and 1,200 yuan for the salesmen. The bonus is the cost-saving award and the sales champion award, both of which are 2000 yuan.

3. Dividend distribution This is mainly because the Finance Department should assist the Board of Directors in handling the dividend distribution. Our preliminary plan now is that by the end of the year, except for the general manager who gets a bonus of 10% of the total annual profit, the remaining seven people will get 5% each, and the remaining profits will be reserved for paying taxes, purchasing equipment funds and provident fund.

4. Custody manages the receipts and payments of the travel agency's currency and other financial transactions: every time the income after selling products is handed over to the finance department, the expenses during the operation of the enterprise need to be invoiced to the finance department for reimbursement. For travel agencies, the team's income has two situations. One is: pay as you go; The second is: accounts receivable. For both of them, receivables are the focus of management, that is, the cash collection rate should be an important indicator. However, accounts receivable will not only occupy the company's funds, but also generate the risk of bad debts. This requires companies to formulate corresponding credit systems to avoid risks. At the same time, according to the characteristics of the travel agency industry, the basis of suspense should be strictly examined to prevent the black-box operation of the salesman. Of course, adopting a certain credit strategy is also a necessary means for enterprises to participate in competition. At the same time, we should strictly abide by the principle of two lines of revenue and expenditure, and prohibit salesmen from directly withdrawing costs from income without going through the financial department.

5. The credit and collection finance department should formulate a credit policy to collect accounts receivable from travel agencies. Settle accounts with local agencies and upstream enterprises.

6. Insurance is very important for travel agencies. Insuring the travel agency's property, personnel and the personal property of tourists after the group tour, thus transferring the risks in the travel agency's business activities to the insurance company, ensuring that the business activities can be carried out more boldly.

7. Team Accounting The agency has adopted a single group accounting system in team accounting to carry out the basic financial accounting of tourism teams. The so-called single group accounting is to take each group as the accounting object and make independent financial records and analysis. The advantage of this treatment is that by reducing the accounting unit, the profit and loss responsibility of each group will be implemented on the specific salesman, and the specific situation of each group can be grasped.

8. Finally, in terms of saving capital, we consider: reducing transportation expenses and negotiating with airlines by using business volume; The ground connection fee can be reduced by bidding and other means. The competition of modern enterprises is mainly to adopt low-cost strategy and singularity strategy. As an industry with low entry threshold and fierce competition, the cost control of travel agencies is particularly important. Now, the company's cost control is only limited by gross profit margin. In fact, standard cost can be introduced to strengthen control. For example, for the regular route, the business department and the financial department can jointly work out the standard cost and standard quotation of the team in the off-peak season, that is, by comparing the actual cost and standard cost of the team, we can find out the differences and urge the business department to work hard for the standard index. In this way, finance can also judge the rationality of cost expenditure according to the standard. Of course, under the control of gross profit margin and standard cost, the corresponding incentive mechanism should also be formulated at the same time. For example, cost-saving awards and sales champion awards can be set up to arouse the enthusiasm of employees. The bonus should be paid from the management fee. For unconventional teams, when making routes, the corresponding costs should also be calculated. In fact, this kind of personalized tourism will definitely occupy a considerable proportion in the future tourism market.

Model article 3 of travel agency plan: travel agency sales plan

1. Sales target:

(1) Total number of delegations: 10 delegations.

(2) All departments: more than 32,295 yuan.

(3) Each employee: 1,800 yuan/person

2, the basic policy:

(1) In the business organization of this agency, all personnel can be proficient in business, have peace of mind, have a sense of crisis and competition, maintain the stability of the business organization and give full play to its functions.

(2) to carry out a few elitism, we must devote ourselves to our work both mentally and physically, so that our work will develop in the direction of high efficiency, high income and high distribution (high salary).

(3) In order to strengthen the agility and rapidity of functions, the agency will greatly delegate authority, so that employees can decisively and quickly deal with business and related issues and achieve the above objectives.

(4) In order to achieve the purpose of responsibility and establish the responsibility system, the Society will implement the policy of rewarding and punishing severely.

(5) In order to make the regulations and rules complete, the agency will strengthen various business management.

3, the new market sales system

(1) White-collar workers are divided according to enterprise type, age and region, and a new sales system is adopted in each divided region.

(2) The new sales method refers to the area that everyone is responsible for, and it must be visited by email at least once a week and by telephone at least once every two weeks, so as to receive the opportunity to supervise, reward sales, conduct investigation, service and sales guidance, so as to promote sales.

(3) The position of the person in charge of sales and the processing standard should be clarified. To improve the sales staff's sense of responsibility, strengthen the sales staff's concern for our products and enhance their willingness to sell, the following key points should be strengthened:

(1) Bonus incentive measures: every time the sales staff sells our products up to 10,000 yuan, they will give me a bonus to stimulate their sales awareness.

(2) Sales competition: A sales competition is held among salespeople, and the winner is named as the "new sales star" of our agency, and the year-end bonus is doubled.

(3) personnel counseling:

During the visit, the sales staff can explain and introduce the lines, so as to improve their sales skills and strengthen their knowledge of products.

The person in charge of sales should personally stand on the front line of sales, demonstrate the main points of sales or impart sales skills, so that sales personnel can get direct guidance from them.

4, the actual advertising plan:

(1) Before the establishment of the new sales mode system, temporarily focus on personnel visits, and take advertising activities as future activities.

(2) For the advertising media, check again, and make sure that the advertising plan can achieve the goal of creating maximum results with minimum cost.

(3) If the above two goals are not achieved, we should make a full study of advertising and publicity technology.

5, executive summary and essentials

(1) Pricing: 1888 yuan/person

(2) Important sales methods:

Advertising marketing, network marketing, personnel direct sales, outdoor marketing, package marketing, relationship marketing, membership marketing, one-to-one marketing, telephone marketing.

(3) Target market: white-collar workers from all walks of life in Beijing.

(4) Current marketing situation:

Market situation: At present, the number of white-collar workers in Beijing is increasing, the competition among enterprises is further fierce, and the work pressure of white-collar workers is increasing. With the rise of business travel and paid holidays, many white-collar workers choose to take a break.

Leisure travel to relieve work stress. In the northern region, the historical and cultural brigade

Rich tourism resources, relatively few landscape leisure tourism resources, Guilin Mountain

Water is the best in the world, and it has become the preferred destination for many white-collar leisure and holiday destinations. (/Advertise the market price/profit margin, etc. )

② Product status:

The March "Crazy" route launched by our agency shows the unique charm of the city of mountains and rivers and the leisure capital, with elegant and quiet rivers and lakes like a royal garden, Elephant Trunk Mountain with three flowers and wine scents, unique Kashgar landform, Baili Lijiang Gallery, exotic West Street, visual feast-impression of Sanjie Liu, and a field club to vent freely. This route is a three-night and four-day leisure tour, and the route price is 1888 yuan/.

③ Competition status:

At present, there are many types of tourism products in the market, including red classic tour, historical and cultural tour, seaside holiday tour, landscape leisure holiday tour, etc. Our March "crazy" route belongs to landscape leisure holiday tour, and its main competitor is the seaside holiday tour route launched by other travel agencies, but Guilin, which combines mountains and water perfectly, has extremely unique tourism resources and diverse tourism experience modes, which has great advantages.

④ Distribution status:

The main sales channels of our agency are direct marketing (personnel sales, telephone sales, mail sales, caravan sales) and indirect marketing (online ordering, agency sales by middlemen, retailer sales).

⑤ Macro-environmental conditions:

The number of white-collar workers in China is increasing day by day, and the target market is getting bigger and bigger.

Large, the state has launched a series of new policies to promote tourism development (paid holidays) to improve the travel rate of white-collar workers.

6. Market analysis

SWOT problem analysis

S (advantage):

With the development of China's economy and society and the improvement of people's living standards, the tourism form of being close to mountains and rivers and returning to nature has gradually become a hot spot of current tourism consumption. Landscape leisure tourism attracts more and more white-collar tourists with its characteristics of being close to nature and its comprehensive functions of sightseeing, leisure vacation and health care. It is of great practical significance to make full use of the market advantages of landscape tourism in Guilin, expand the domestic tourism market share and meet people's growing demand for ecological leisure through effective market promotion, so as to cope with the financial crisis, cultivate tourism consumption hotspots, expand domestic tourism consumption and promote the economic development of our city.

W (disadvantage):

Many travel agencies in Guilin offer similar scenic routes, prices and service products.

O (opportunity):

The adjustment of paid holidays and holidays, and "Several Opinions of the State Council on Further Promoting Guangxi's Economic and Social Development" put forward the idea of "building Guilin National Tourism Comprehensive Reform Experimental Zone", which ushered in a new major historical opportunity for the transformation, upgrading and accelerated development of Guilin's tourism industry. T (threat):

Threats to the surrounding tourism market, such as Beihai coastal tourism and Lijiang characteristic tourism in Yunnan. To sum up:

Guilin will make full use of the existing development foundation of tourism industry, foster strengths and avoid weaknesses, give full play to its advantages, avoid disadvantages and risks, seize the historical opportunity, and strive to create a unique charm of a city of mountains and rivers and a city of leisure in promoting the construction of the national comprehensive tourism reform experimental zone.

7. Marketing strategy

Target market: Beijing is a white-collar worker

Positioning: leisure vacation tour

Pricing: 1888 yuan/person

Distribution: online ordering, agency by middlemen, retail sales and direct sales.

Sales team: all the responsible personnel of the sales department of this agency. (Bonus incentive measures: every time the sales staff sells our products up to 10,000 yuan, they will give me a bonus to stimulate their sales awareness. )

Service: after-sales service (telephone feedback, setting up consultation points, questionnaire survey, email greeting, gift giving, anniversary)

Advertising: advertising forms (exhibition boards, newspapers, posters, media publicity, outdoor advertising, magazines, radio stations).

Promotion: promotion methods (advertising promotion, direct promotion, public relations promotion)

I. Overview and Status of Tourism Advertising in China

With the steady development of economy and the improvement of people's living standards, tourism activities have gradually become an important part of people's lives, which has promoted the vigorous development of the domestic tourism market. The competition among the manufacturers of tourism products is becoming increasingly fierce, and the promotion of tourism products is increasingly relying on media advertisements to expand their influence and attract tourists. The publicity and promotion of tourism products through advertisements has become an important symbol of the marketization of tourism industry. Tourism advertisements gradually stand out from ordinary commodity advertisements and become specialized advertising categories. Therefore, according to the characteristics and current situation of China's current tourism market, it is a new topic of tourism research to study the application of media advertising in tourism promotion.

1.1 The meaning of tourism advertisements

As an important means to promote the sales of tourism products, tourism advertisements are invested and released by tourism enterprises. Tourism advertisers mainly refer to paid, organized, comprehensive, persuasive and Non-personal information dissemination activities related to tourism products, tourism services and tourism information funded by tourism enterprises through various media. Tourism advertising is to widely publicize and promote tourism products by using various media means, effectively promote the sales of tourism products, and thus help tourism enterprises obtain economic benefits.

Tourism advertising requires advertisers to master the characteristics and methods of advertising, closely combine the characteristics and characteristics of tourism products, and effectively promote tourism products through tangible visual effects or persuasive publicity channels in order to cater to tourists' consumption behavior and psychology. While visually expressing tourism products, how to highlight the value of intangible services hidden in tourism products, how to show the cultural origin and image connotation in tourism products, how to arouse the tourism needs of the audience and promote them to take action at last should be the key considerations of tourism advertisers.

1.2 Research Status of Tourism Advertising

What is unbalanced with the rapid development of the tourism market is that the application and research of tourism advertisements are weak. The theoretical research of tourism advertisements at home and abroad is in a general stage, and scholars and researchers have not yet reached a consensus on the research of basic theories. There are few monographs and books on tourism advertising research. Advertising in Tourism and Leisure Industry (Morga & Pritchard, 1998) is a monograph on tourism advertising that has been widely recognized and disseminated at present. The Practice of Tourism Advertising published by Shanghai East China Normal University is one of the monographs on tourism advertising in China. However, this book is only elaborated through some actual cases, and no practical methods or strategies have been extracted from it. The Journal of Tourism and the Journal of the College have also published some articles on case studies. Generally speaking, the theoretical and applied research of tourism advertising is still immature. On the one hand, the theoretical research of tourism advertising comes from the reference of the theoretical research of mass communication, on the other hand, it is mainly an extension of the research of tourism destination image, but both of them are one-sided in the application research of tourism advertising, and the theoretical research is not in-depth and has little practical guiding significance.

Second, the main characteristics of tourism advertisements

As a classified advertisement, tourism advertisement has all kinds of characteristics of general commercial advertisements, such as paid, timeliness, purpose, directionality, various forms and extensive contents. In addition, due to the characteristics of tourism products in production, sales, promotion and consumption, tourism advertisements also have other characteristics different from general commercial advertisements, mainly as follows:

2.1 The high involvement of tourism products requires high Interactivity of advertising communication.

The "interactivity" in communication is an intelligent, complex, multi-directional and dynamic feature that occurs between two or more parties. Heeter pointed out that the core concept of interaction is "information control", that is, the information receiver controls the information. Steuer(1992) put forward "the horizontal classification definition of media interaction", and put forward two main methods to define media interaction: Human-human interaction and Human-message interaction. Interpersonal interaction refers to the two-way communication between the information sender and the information receiver, that is, the high interactivity of communication. According to the two latitudes of interpersonal interaction and interpersonal interaction, Chang-Hoan Cho and others summarized the interaction of advertising as: the degree of people's participation in advertising activities through interaction with advertising information and advertisers. The essence of advertising interaction is the degree to which the audience controls the advertising information. Chang-Hoan Cho and others put forward the relationship between advertising interactivity and consumption involvement for the first time through experimental measurement. The higher the involvement degree of product purchase, the higher the requirement of information exchange between consumers and advertisers, the smoother the communication, and the stronger the interaction of advertising.

Philip kotler, the father of marketing, pointed out in his famous "Marketing Management" that "more complicated and expensive decisions often condense the repeated measurement of buyers, and also include many participants in purchasing decisions". There is no doubt that tourism products are highly involved products, especially at present, tourism consumption in China is far from becoming a necessity for people's daily life. Tourists need to go through repeated information collection, sorting, comparison, screening and decision-making before making a decision on tourism, and they also need to make many preparations before going out. In addition, the remoteness and cross-culture of tourism activities, as well as the strangeness and insecurity brought by the remoteness, will enhance tourists' demand for information exchange of destinations, tourism enterprises and other tourists who have had relevant experiences. For this kind of consumption psychology, tourism advertisers can provide a highly interactive communication and information exchange platform, help tourists deepen their knowledge and memory of their tourism products, and better help tourists make tourism decisions and enjoy their tourism experience.

2.2 The comprehensiveness of tourism products determines the high three-dimensional advertising information.

Tourism products include not only the tangible features of various scenic spots and reception facilities, but also the intangible services based on reception facilities, which involve tourism organizers, reception departments and service personnel in all aspects. The comprehensiveness of tourism products determines that the information content in the advertising promotion of tourism products is extremely high. Advertisers are required to provide three-dimensional information resources, including horizontal information of tourist attractions, transportation, catering accommodation, shopping and other reception facilities. They must also provide tourists with relevant knowledge such as tourism common sense, advantages and characteristics of scenic spots, aesthetic appreciation, history and culture, contingency survival and so on through different forms of vertical information, so as to enrich the knowledge of tourists or potential tourists and help tourists better achieve the aesthetic and pleasant effect of tourism. In addition, tourism advertisements appear as "information", which also plays a role in blurring the boundaries of advertisements and can better narrow the distance between tourism enterprises and consumers.

2.3 The unity of time and space in the production and marketing of tourism products determines the diversification of advertising forms.

The essential feature of tourism products is the unity of production and sales in time and space. The production process of tourism products is the process of tourists consuming products, and tourists are essentially involved in the production process of tourism products. Therefore, how to better guide and control tourists' participation in this process is the key to the smooth progress of tourism activities. Therefore, the guidance, education, aesthetic and cultural edification of tourists before, during and after tourism activities are also one of the key considerations for tourism enterprises to carry out tourism advertisements. In addition to providing three-dimensional tourism information, tourism advertisers should integrate specific tourism product advertisements in a diversified and multi-level way through various forms such as television, newspapers, magazines, the Internet and public welfare activities, so as to achieve the purpose of market cultivation and promotion of tourism products for tourists.

2.4 The nature of tourism consumption determines the distinctive Individualization of advertising information.

Tourism consumption is an experiential consumption. Due to the interaction among tourists, tourism service personnel and destination residents, tourism experience is strongly influenced by emotional factors. The consumption behavior of tourists and the individualization of tourism experience determine that the demands of tourism advertisements have strong individualization. Tourism enterprises must adopt corresponding advertising strategies and forms for different target markets and different advertising audiences, fully embodying the unique characteristics of tourism products, so as to attract tourists better. With the application of new media technology, the segmentation, personalization and pertinence of tourism advertising information will be more distinct, and advertising production and release will also develop towards "personalized customization".

2.5 The remoteness of tourism experience determines the richness and versatility of advertising appeal.

Tourism activity is an aesthetic and pleasant experience for tourists to leave their usual environment and go to different places. The remoteness of tourism activities will affect tourists' tourism perception, and foreign culture, folk customs, living habits and unfamiliar environment will bring certain strangeness, insecurity and strangeness to tourists. This requires that when promoting tourism products, tourism advertisements should focus on stimulating tourists' desire to travel and eliminating tourists' vigilance and rejection of foreign cultures. The appeal of advertising must combine emotional appeal with rational introduction. On the one hand, people's psychology of seeking beauty and novelty is used to make emotional advertisements that can induce tourists' desire to travel; On the other hand, we should provide tourists with rational travel-related information through multiple channels, help tourists to eliminate their doubts and worries, deal with some problems encountered in the process of tourism, and advertise with rich and varied information, so as to promote tourism products and the image of tourist destinations more effectively.

Third, the application analysis of tourism advertisements in the promotion of tourism products

With the development of China's tourism market, tourism activities are increasing and competition in the tourism market is increasing, and the role of media advertisements in tourism promotion is increasing day by day. According to the characteristics and advantages and disadvantages of different advertising media, we should choose them for different purposes, contents, specifications and audiences. At present, the choice and application of tourism advertisements to the media and their effects are mainly in the following ways:

3.1 Newspaper advertisements are the main channels for information dissemination of tourist routes, tourist transportation and other products.

The audience of newspaper advertisements is mainly concentrated in urban market towns, with a stable readership, and the main audience is the main consumers or potential consumers of tourism products. Newspapers have the characteristics of information and timeliness, and they can be updated quickly and spread quickly, making it easier to gain the trust of the audience. Newspaper advertisements take characters as the main form of expression, with large advertising information capacity and low advertising cost, which can advertise tourism products more comprehensively, accurately and in detail, and also has certain preservation. At present, advertisers are mainly used by travel agencies to publish advertisements for tourism projects, tourism routes and transportation, as well as notices of the tourism industry. However, due to the limitation of printing and layout of newspaper advertisements, the expressive force of advertisements is not strong enough, the content is not rich enough, and the purpose of the audience is not clear enough, which is not suitable for the integrated publicity of tourism products.

3.2 TV advertising is an important form of image promotion of tourist destinations.

Television advertisements are colorful, full of sound and emotion, vividly represent products and have a wide coverage. By using different shooting techniques and advertising creativity, TV advertisements form plot segments in a short period of time, which have strong appeal and are easier to be accepted and remembered by the audience. It is the best form of image promotion of tourist destinations. At present, TV advertisements are widely used in tourism promotion to publicize the general image of the tourist destination, and the image and concept of the tourist destination are vividly displayed visually through the advertisement on tv with a general film length of about 30 ~ 60 seconds. For example, the image advertisements of tourist destinations such as "Climbing Mount Tai to ensure safety", "Paradise on Earth, Yantai, Shandong" and "Mengxizi, Hangzhou, China" have been published in many provincial TV stations.

At present, tourism feature films, tourism feature programs and tourism TV magazines are popular TV advertising forms. Through the personal experience of the program host or participants, this kind of advertisement shows the audience the "food, accommodation, travel and entertainment" of the tourist destination, vividly combines travel notes with tourism culture, blurs the persuasive characteristics of traditional TV advertisements, and achieves the interactive effect of tourism advertisements to a certain extent. In this respect, Kangtai Travel TV Magazine in hong thai travel, Hong Kong and Yongan Travel TV Magazine in Hong Kong are outstanding. Now, from CCTV to local TV stations all over the country, various forms of tourism programs or TV advertisements have been launched. However, the preservation of TV advertisements is poor, and the production and distribution costs are expensive, and the target market of the audience is not clear, so tourism enterprises should seriously consider it. Considering the level, grade and prospect of tourism products in the market, we should consider the production and investment of advertisements, and choose the level of advertising media.

3. 3 Internet is the best form and development trend of tourism advertising.

In 1967, the term "New Media" was first used by P·Goldmark, the director of CBS Technology Institute in the United States, which stimulated the research and popularity of new media advertising. New media mainly refers to the Internet, teletext and satellite TV with two-way communication based on network technology and optical fiber technology. As the most representative new media, Internet has been widely used in the world. The dissemination of new media has the characteristics of two-way, three-dimensional information, diversified forms of expression and borderless and multi-directional dispersion of information dissemination, which is an advantage that traditional mass media cannot have (Rafaeli and Sudweeks, 1997; Morris and Ogan，1996； Pavlik，1996）。 The interactivity of new media has become the best performer of the concept of B-C (business to customer) market (Peppers and Rogers, 1993). The inherent advantages of this new type of communication media are in line with the outstanding characteristics of tourism advertising communication. Therefore, the Internet will surely become the best media for tourism advertising application and its future development trend.

In 1994, American AT&T Company released the world's first Internet advertisement on hotwired, which opened a new chapter in advertisement release. As a form of advertisement, online advertisement developed rapidly and spread all over the world. The communication mode of online advertising is timely interaction, two-way communication, "one-to-one" communication and user-driven, which gradually blurs the boundary between information and advertising in form and release, further realizes the interaction between advertisers and advertising audiences, provides users with rich, three-dimensional and direct information, effectively meets the different needs and habits of different audiences, and realizes the personalization and fragmentation of advertisements. These advantages and characteristics of online advertising fully meet the requirements of tourism advertising information and tourism market education, and will surely become the best publishing form of tourism advertising.

In addition, there are various virtual communities in the network. Virtual community is a virtual space for people to communicate around a certain interest or demand online through the network, which has the characteristics of commonality, initiative and decentralization (Chen Gang et al., 2002). Compared with traditional media, virtual community provides the coveted audience resources for the release of tourism advertisements. People in online communities generally have common interests or similar needs. The communication is equal, and the information dissemination method is similar to interpersonal communication. There is no absolute authority or utilitarian communicator in information exchange, which makes it easier to form a sense of trust among people, thus greatly increasing the persuasiveness of information. The co-acquisition performance of virtual community can improve the pertinence of advertisements and the reach of advertising information to target audiences, make the information exchange between advertisers and audiences more timely and smooth, and help tourism enterprises to establish more detailed customer data databases, understand tourists' psychology and grasp market trends.

In a word, the characteristics and advantages of online advertising are incomparable to traditional media. According to the characteristics of tourism products and tourism advertisements, the network will become the best media for tourism enterprises to publish advertisements. The combination of tourism online advertisements with different forms of tourism introduction, tourism common sense, travel notes and other auxiliary information will make tourism advertisements fuller and more three-dimensional. Obviously, the bottleneck phenomenon of the current internet development also restricts the development of online advertising to a certain extent; However, with the improvement of network construction and network credit platform and other related facilities and policies, online advertising will become a powerful advertising media and the best choice for tourism promotion.

3. 4 Magazine is an effective media to promote the image of tourism enterprises and products.

Although magazine advertisements and newspaper advertisements are both print advertisements, they are more artistic and professional than newspaper advertisements in design, production, printing and distribution, and have strong expressive force, which can highlight the advertised products more. Magazine advertising has a clear audience, obvious directionality and professionalism, and has preservation value. Magazine advertising combines product pictures with layout design and advertising copy through advertising creativity, which vividly shows the general situation of tourism products and promotes tourism products in a comprehensive and vivid way. At present, the tourism products advertised by magazines are widely used, mainly to publicize the image of tourism products such as tourist hotels and tourist attractions. However, due to the limited spread of magazine advertisements, high advertising cost and weak timeliness, it is not suitable for the release of tourism information with high repeatability and timeliness, which has certain limitations for the integrated image promotion of tourist destinations.

3.5 Other forms of advertising are auxiliary forms of image promotion of tourism enterprises.

In addition to large-scale tourism advertising in newspapers, magazines, television and the Internet, tourism enterprises also publish other corporate image publicity by different means and different carriers, mainly including tourist leaflets, tourist corporate brochure, tourist product brochures, mobile advertisements on tourist vehicles, outdoor advertisements, tourist maps, and other invisible advertisements published by tourism enterprises, such as public relations activities of tourism enterprises and on-site activities of enterprises.

Mobile advertisers on tourist vehicles mainly refer to the advertisements painted on tourist vehicles, such as the body and hull advertisements on tourist cars and cruise ships. Traffic advertisements have the characteristics of fluidity, long exposure time, low price, relatively simple production, obvious pertinence and directionality, and at the same time, it also increases the recognition degree of vehicles, and is widely used in tourism advertisements. However, due to the limitation of transportation itself, advertising is not expressive and simple in content. It can only be used as one of the forms of visual recognition systems such as the name, logo and slogan of tourism enterprises, and it is difficult to be used as an independent advertising form.

Outdoor advertising is a kind of advertising form funded by tourism enterprises, which has a long time and certain expressive force, and is mostly used to publicize tourist attractions. Outdoor advertising is obviously regional, has little influence and cannot be moved, and is generally located near tourist attractions. The main forms are sign advertisement, light box advertisement and slogan advertisement.

Tourism map is a plane information carrier to communicate tourists and tourist destinations. Although tourism enterprises and tourist units have not paid enough attention to it at present, its value has not been developed. However, as a direct communication medium, tourism map has aesthetic and scientific value. Proper use of tourism map to publish tourism advertisements will provide a good space for tourism enterprises' image propaganda and tourism product promotion.

Four, the effective choice of media for tourism advertising strategy

To sum up, combined with the unique characteristics of tourism promotion and tourism advertising, the media selection of tourism advertising is closely related to the purpose, content and audience of advertising. When carrying out tourism promotion, tourism advertisers should fully consider the nature and characteristics of the products they promote, the specifications, audience characteristics and coverage of advertisements, and select and use appropriate advertising media. At present, according to the content of tourism advertisements, it can be roughly divided into conceptual propaganda of the image of tourist destinations, image advertisements of tourism enterprises, advertisements of production and marketing information of tourism products and other advertising contents. According to different advertising contents, the best advertising effect can be achieved by formulating appropriate advertising strategies and selecting and using appropriate and effective advertising means.

4.1 Concept advertisement of tourist destination image

The conceptual publicity of the image of a tourist destination is mainly aimed at a certain tourist destination, which is holistic, systematic and organized. The publicity is not aimed at individual specific tourism products, but reflects the history, culture, natural landscape generalization and tourism concept of the tourist destination from a macro and planning perspective, and shapes the brand of the tourist destination. This kind of publicity should mainly take the form of TV advertisements to highlight the beauty and cultural value of tourist destinations, and then be combined with online advertisements, large-scale outdoor advertisements and other forms to convey unified brand information, connotation and slogan to the audience through various advertising campaigns. The conceptual publicity and release unit of the image of a tourist destination is often not a single tourist enterprise or several tourist enterprises, but is led by the administrative unit of the tourist destination on a large scale, in a planned way and step by step. Its advertising investment is large, and its release time is long. Most of them are series advertisements, which cooperate with local tourism themes and other activities for long-term publicity and promotion. The most prominent thing is that the TV promo shot by Shanghai for applying for the 2010 World Expo, together with various publicity campaigns, has created an image propaganda with clear themes and contents for Shanghai's bid for the Expo.

4.2 Brand advertising of tourism enterprises

Tourism enterprises mainly operate or produce tourism products, such as tourist hotels, travel agencies, tourism transportation companies, etc. Brand advertisements of tourism enterprises mainly show the service image of enterprises, show the service orientation and service level of tourism enterprises to consumers through different forms of visual expression, and shape the brand image of enterprises. Brand advertising of tourism enterprises should blur the boundaries of corporate advertising as far as possible, and choose media with large information capacity, strong two-way communication function, hidden advertising persuasion and small advertising investment. When promoting corporate image, tourism enterprises can focus on online advertising, which not only promotes the brand and image of enterprises, but also provides two-way communication channels, opens online forums, makes online reservations, establishes online complaint mechanisms, etc., which more realistically reflects the characteristics of thoughtful and humanized service of tourism enterprises. In addition, TV advertisements, magazine advertisements, corporate brochure and leaflets issued by tourism enterprises are all powerful means to promote the image of tourism enterprises, which provide a good communication channel for enterprises and consumers from vision to action. At present, the overseas Chinese town in Shenzhen, China World Hotel and Shanghai Jinmao Hotel are outstanding in promoting the image of tourism enterprises.

4.3 Marketing advertising of tourism products

The marketing advertisement of tourism products is similar to that of ordinary commodities in nature, and it is used as a means to promote the marketing of tourist routes, tourist traffic, tourist hotels, tourist souvenirs and other products. Tourism enterprises invest a relatively small amount in this kind of advertisements, which are published frequently, updated quickly, and are not personalized. They are often found in newspapers, magazines, leaflets and other economic publicity media.

4.4 Other advertisements of tourism enterprises

In addition to the above-mentioned main contents of tourism advertisements, tourism enterprises can also publicize the service content, scope, methods and product sales of enterprises explicitly or implicitly by holding short-term promotions, joint promotions, public relations activities, on-site activities, releasing news information of events, etc., so as to promote the brand building of tourism enterprises and the sales of tourism products more effectively with the participation and interaction of this audience.

V. Conclusion

In a word, under the current situation of vigorous development of China's tourism market, according to the characteristics of tourism industry and tourism products, the new situation puts forward new requirements and new development directions for the promotion form and media information of tourism advertisements. When releasing tourism advertisements, tourism enterprises should combine the purpose and content of tourism promotion, fully consider the advantages and disadvantages of different media in advertising, correctly select tourism advertising media, integrate different advertising forms and advertising information, and carry out targeted publicity, so as to achieve the expected communication effect and promote the brand building of tourist destinations or tourism enterprises and the sales of tourism products. At the same time, three-dimensional and diversified information can also achieve the purpose of educating and cultivating the tourism market, better help tourists make tourism decision-making choices, and gain the experience of tourism aesthetics and pleasure. Theoretically, the research on the characteristics and application of tourism advertisements is the basis for measuring the effect of tourism advertisements and provides a hypothetical basis for further experimental research.