Preface: The birth of a good article requires you to constantly collect data and sort out ideas. This website has collected a wealth of model articles on the current situation of the tourism market for you, which are only for reference. Welcome to read and collect.
Part 1: Model of the current situation of the tourism market
1、 College students Tourism market Advantages of development
（1） The tourism market of college students has broad prospects for development
The number of college students in China is rising, and the education in and around Hangzhou is relatively developed, with many institutions of higher learning, which has laid the foundation for the vigorous development of college student tourism in Hangzhou. The large number of college students has injected new vitality into the development of local tourism.
（2） Travel time is relatively free
This is the biggest difference between college student tourism market and other tourism markets. College students' travel time is concentrated on weekends, statutory holidays, winter and summer vacations, with a total of more than 180 days of vacation, and half of the time a year can travel. In addition, college students' academic burden is relatively light and their curriculum time is scattered, which enables them to have abundant spare time to travel. Even if there is no long vacation, they can also use their spare time to take one-day trips and other short trips.
（3） Increased economic independence and more funds available for free disposal
With the continuous growth of China's social economy, people's living standards are increasing, and many parents' ideas are also gradually changing. Most parents support their children's travel, and encourage them to use this way to increase their knowledge and broaden their horizons. During the winter and summer holidays, many parents also travel with their children. With the support of family funds, plus the use of work study program, part-time or scholarship support, college students can also obtain the rate of holding funds, laying the economic foundation for their travel.
（4） College students have a strong desire to travel.
As the main group to accept new things, college students have abundant physical strength, active thinking, strong energy and strong desire to explore, and have a strong interest in tourism. First of all, because most college students are limited by the learning space, the scope of life is limited to a few points and a line of life, coupled with the pressure of academic competition, they urgently need to use tourism to change this relatively monotonous life state, expand the scope of activities, and eliminate learning pressure while broadening their horizons. The second reason is that they can use the Internet to have extensive contact with the social life of the outside world. Driven by curiosity, they are more eager to experience the world in person. Tourism has become an important way for them to feel the world.
2、 Hangzhou University Student Tourism Market present situation And existing problems
（1） The Current Situation of Hangzhou University Student Tourism Market
First, there are abundant tourism resources. Hangzhou is located in the south of the Yangtze River with beautiful scenery. Its unique geographical advantages occupy rich tourism resources. For example, the beautiful scenery of the West Lake, the mythical Su Causeway and Broken Bridge, and the long history Lingyin Temple all provide rich tourism resources for college students. Second, tourism is diversified. This is because college students are more active, have a strong sense of self, and dare to try and challenge, so only a few will choose to travel with a group, most of them will travel with classmates, or use the Internet to find "friends", which can reduce travel costs and can be freely arranged, You can also make friends with like-minded people, so it has become the main way for college students to travel. According to the survey, more than 80% of students in Hangzhou will choose to travel in dormitories or class groups, and travel in Hangzhou is mainly 1-2 days. In addition, college students travel more frequently, mainly on short trips. Suzhou, Shanghai and other places around Hangzhou also have rich tourism resources, and in addition, they are close to each other, so they are favored by college students in Hangzhou. Third, the level of tourism consumption is low. This is because college students have not yet fully realized their economic independence, and most of the funds for tourism come from living expenses and scholarships. There are less funds available for disposal, so more emphasis is placed on the economy of tourism, which is mainly tourism. This is also an important factor restricting the development of college students' tourism. The result of a tourism survey of some college students from ten universities in Hangzhou shows that more than 50% of college students spend between 200-300 yuan on tourism, while some college students spend 300-500 yuan on tourism, and only a few of them spend more than 500 yuan or even 1000 yuan. Fourth, the tourism content is diversified and very rich. Because college students have a strong desire to explore, they will be bold and try both natural landscape and cultural landscape, covering a wide range of areas. Fifth, tourism consumption is more rational. This is determined by their tourism purpose. They focus on feeling the pleasure of tourism in the process of tourism, with less material consumption, so their tourism is more sustainable.
（2） Problems in Hangzhou University Student Tourism Market
(1) The consumption ability of college students is limited. Although many college students now have more discretionary funds and economic conditions for tourism with the support of family funds and various scholarships, compared with other tourism markets, the level of consumption is relatively low. For tourism enterprises, the profits that college students can obtain from tourism are not large, so many enterprises are unwilling to invest in this market, The enthusiasm for college students' tourism market development is not high.
(2) The pertinence of tourism products is not strong. Because tourism enterprises do not attach enough importance to the tourism market of college students and their capital investment is limited, they do not have enough manpower and material resources to design tourism routes specifically for college students. In addition, travel agencies spend more than they can afford. In addition, travel routes have no characteristics and can not be publicized, which makes them more willing to travel in some "unconventional" scenic spots. However, in consideration of safety, travel agencies generally choose more popular travel routes. One of the main problems at present is that there is no tourism product suitable for the tourism characteristics of college students.
(3) The infrastructure construction of tourism is insufficient. After decades of development, China's tourism infrastructure construction has made great progress, which can basically meet the needs of the tourism market. However, this is mainly for the group with high tourism consumption. For ordinary wage earners and college students with low consumption level, it has a certain burden. Although tourism facilities that meet the tourism characteristics of college students, such as youth apartments, have begun to appear, their number is far from meeting the huge market demand.
3、 Countermeasures for Developing Hangzhou University Student Tourism Market
（1） Increase the cultivation of college students' tourism market
At present, although the university student tourism market is restricted by many factors, it has obvious development advantages and broad prospects. Therefore, tourism enterprises should all look at the problem from the perspective of development, fully recognize that college students are a very potential tourist group, increase investment in college students' tourism market, combine Hangzhou's tourism advantages, develop tourism products more suitable for college students, provide them with high-quality tourism services, and make them become loyal customers of enterprises, Drive more college students to become customers of enterprises, so that the original low consumption and low profit market will gain huge development potential.
（2） Do a good job of traditional graduation tour and spring and autumn tour products
First, graduation tour. Generally, college students have a large budget for graduation tourism, which takes a long time, so they are more likely to choose cross provincial tourism and long-distance tourism. Take the tourism of university students in Hangzhou as an example, they prefer the surrounding tourist attractions such as Shanghai, Xitang and Wuzhen. In our survey, we found that most college students want to have tourism routes that meet their own needs, so tourism enterprises can give professional suggestions for college students' tourism routes on their day. Second, spring and autumn outings. The University Student Union often organizes spring outings and autumn outings on the basis of classes. While relieving the pressure of learning and enjoying the body and mind, the more important purpose is to strengthen the cohesion of the classes. Therefore, it can focus on developing some tourism projects that need to be completed collectively. Now, the more common ones are quality development and farmhouse entertainment.
Part 2: Model Essay on the Current Situation of Tourism Market
1、 Market needs
With the development of modern tourism market in recent years, the improvement of corresponding cultural facilities has become more and more important. Many tourist attractions have added related regional legend buildings or cultural decorations. The form of calligraphy and painting is the first choice. In particular, the decoration of calligraphy in many scenic spots will resonate with tourists more than painting.
Calligraphy is a popular art form, because words are a symbol that everyone must learn to convey information. As we grow older, in terms of information expression, we not only need to accumulate the richness of symbols, but also have corresponding requirements for the proficiency and aesthetic feeling of writing. Therefore, calligraphy is an art form that can be appreciated and accepted by the public. We can find the shadow of calligraphy in all famous tourist attractions in China.
2、 Decorative style
In terms of decoration styles, the following decoration styles are mainly used:
（1） The form of inscription
This form is more traditional, but it is also a common form now. We can see many expressions in this form in many famous mountains and rivers, such as the Stone Drum Inscription of Mount Tai, the Stele of the Great King in Ji'an, Jilin, and the forest of steles in Xi'an, Shaanxi.
In addition to the historical legacy, many of these forms are also actively built by local tourism departments. For example, the temple inscriptions on Qianshan Mountain in Anshan, Liaoning Province, and the inscriptions on some scenic spots in the mountain are secondary creations that focus on the works of some famous contemporary calligraphers. Therefore, this form is more traditional and easy to accept, but also a form that has a relatively long retention time.
（2） Paper writing form
We can see this form of expression in many hotels or hotels in tourist attractions. In terms of expression theme, some take Tang poetry and Song poetry as the theme, some take prose and celebrity quotations as the theme, and some take recording local historical legends and allusions as the theme. In a word, the final bearing mode of various themes is paper-based, but because of our accessibility to reading, most tourists can appreciate these writings,. Now some hotels prefer to hang copied works, such as imitation calligraphy works of Tang Bohu, Shen Zhou, Wang Xizhi, etc. Some hotels prefer to hang works of contemporary calligraphers, such as those of Sha Menghai, Qi Gong, etc.
（3） The abstract expression form based on calligraphy lines hidden in the overall decoration
In many modern public places, we can also see a more interesting phenomenon, which is the decoration of places with abstract lines extracted from calligraphy. Today, some branches of traditional calligraphy have gradually moved towards the end of visualization and illegibility.
In modern tourist sites, we will find that this kind of extracted lines are more powerful and beautiful than we imagined.
（4） Architectural form of sculpture
In terms of carrying capacity, the earliest calligraphy works were tortoise shells and animal bones, but at that time, they could not be said to have aesthetic attributes of calligraphy, most of them were expression and recording functions. After calligraphy developed to a certain stage, it had decorative functions. The appearance of inscriptions and the large number of writing of paper-based characters in the later period laid the foundation for the transmission of calligraphy beauty. Some of the expressions in the inscriptions are close to the effect of relief, which is a means of expression of calligraphy. Therefore, the architectural form of sculpture is slightly different from the form of inscriptions, which can be independently developed into a branch form.
3、 Necessity of development
In general, calligraphy has a relatively large proportion of decoration in the tourism industry. It is an indispensable form of expression. Ignoring this form will increase the sense of distance from the audience, and reduce the humanistic characteristics and historical weight of tourist attractions. Calligraphy can add new tourism landscapes and form new growth points of tourism economy.
Therefore, development is indispensable. We should not only pay attention to the proportion of calligraphy in the tourism industry, but also pay attention to its long-term impact. This form will affect everyone and truly resonate with the audience. Therefore, it is important and necessary to develop the calligraphy industry in the tourism industry.
4、 Summary
Part 3: Model Essay on the Current Situation of Tourism Market
Current situation and development trend of rural tourism marketing
Since Thomas Cook organized the first formal tourism in modern history, the development of tourism has grown at an astonishing speed throughout the world. Since tourism does not need to invest a lot of energy capital and will not produce a lot of industrial pollution, it is called "smoke-free industry" and "green industry". The development of the modern national economy is largely determined by the combination of elements of the economic model. As the main content of the service industry, tourism has greatly stimulated consumption, stimulated domestic demand, and made the economic structure develop in a benign direction. Therefore, it has become a competitive industry for all countries to develop. The development of tourism cannot be separated from the development of tourism products. Rural tourism is an important development direction of tourism product development and an important guarantee for the sustainable development of tourism economy.
1、 Significance of developing rural tourism
（1） Significance to tourism enterprises
China's tourism industry began with inbound reception, and then the tourism market gradually opened, turning to domestic tourism and outbound tourism. Due to the late start time, defects in the tourism development model, lack of effective market norms and other reasons, China's tourism market is currently in a vicious circle. In order to pursue the source of tourists, the low price competition has made travel agencies' profits lower and lower, which has directly led to the frequent negative ground connection and zero ground connection, damaged the benign operation of China's tourism market, and made tourism enterprises face great threats and challenges. Rural tourism is a new tourism model, which is of great significance for optimizing the industrial upgrading of travel agencies and purifying the tourism market.
（2） Meaning for tourists
The development of tourism should be market-oriented, that is, to cater to the needs of tourists and find products that conform to modern tourism concepts. Contemporary social development makes most urban people in a fast-paced, high pressure environment. Tourism has become an excellent way to relieve pressure and relax. However, due to time constraints, most people can only travel during the holidays, which is also the peak tourist season. The number of people in the scenic spot is explosive, and food, accommodation, transportation and other aspects are inconvenient, making tourism lose its original fun. The development of rural tourism products has greatly met the psychological needs of modern people for quietness, purity and simplicity.
（3） Meaning to tourism destination
The tourism industry has a strong connection and a wide range of radiation. The development of the tourism industry has directly driven the development of the six major factor industries of food, housing, transportation, tourism, shopping and entertainment, and has an important impact on the regional economy. At this stage, China pays great attention to the issues concerning agriculture, rural areas and farmers. Solving rural problems is the prerequisite for building a harmonious socialist society, and economic development is the main means. The development of rural tourism can greatly promote the development of local accommodation, catering, construction, retail and other industries, and directly create a large number of jobs.
2、 Current situation of rural tourism marketing in China
The development of rural tourism marketing in China is relatively late, the theoretical construction is not perfect, and affected by the overall tourism market environment, which has caused many problems in its development.
（1） Tourism infrastructure is poor and service quality is difficult to improve
The villages that can carry out tourism development are generally located in remote geographical locations or relatively backward economic development. These places are rarely affected by modern urban civilization and maintain the original natural landscape and human environment. However, these also set obstacles for the development of tourism. Affected by geographical conditions and economy, it is difficult to construct advanced tourism infrastructure, which greatly restricts the food, housing, transportation and other elements in tourism. At the same time, because most of the people who provide tourism services are local villagers and lack of modern service concepts, it is difficult to ensure the quality of service for tourists, which directly leads to the phenomenon that the return rate of tourists decreases and the image of tourist destinations is difficult to improve.
（2） Lack of market segmentation and relatively single tourism product structure
At present, China's rural tourism market lacks an effective product planning mechanism, so that the rich tourism elements in the countryside can not be fully demonstrated, resulting in a relatively single market structure, a small number of tourism product projects, and a lack of innovation. It is mainly reflected in the inability to carry out appropriate marketing activities for different consumers, the focus on landscape design and the neglect of rural folk customs and other aspects of development, which makes rural tourism become a common form of tourism.
（3） Backward marketing means and imperfect management system
The development of rural tourism is still immature, lacking an effective management system, and the marketing means are relatively backward, making tourism products can not be effectively promoted, which seriously affects the sustainable development of rural tourism.
3、 The Development Trend of Rural Tourism Marketing in China
Although facing a series of problems, the potential power of rural tourism market is very huge, and the market prospect is very broad. By upgrading the industry and improving the market supervision system, the rural tourism market will usher in a period of great development opportunities. Its development trend is mainly shown in the following aspects:
（1） Fully integrate rural tourism marketing
The purpose of integrated marketing is to concentrate the marketing force of enterprises, so as to exert greater marketing effectiveness and influence. Through targeted marketing to different consumer groups, it can make an important contribution to expanding the brand effect of enterprises and forming the overall advantage of the industry.
（2） Using advanced technology to develop marketing channels
The development of information technology and network technology provides a broader platform for modern marketing, which makes the traditional marketing strategy improve in methods and technologies, and thus more adapt to the requirements of information dissemination in modern society. In addition to the promotion of rural tourism through online marketing, we should also develop a diversified marketing model according to the characteristics of the rural tourism market, such as integrating agricultural resources and tourism resources, and promoting agricultural products while introducing tourism in a wide range. In addition, we should also seize the opportunity of the current state's strong support for rural areas, strive for effective allocation of resources, and make rural tourism marketing have greater policy advantages.
（3） Personalization and branding of products and services
The premise of rural tourism marketing is to improve the product quality and service quality of rural tourism. Only the improvement of these basic tourism elements can guarantee the effective marketing. The biggest problem facing the rural tourism market is the single product and the underground service quality. By increasing the capital and technology investment in rural tourism infrastructure and strengthening the training of service personnel, the current situation of China's tourism market can be fundamentally changed.
reference:
[1] You Haitao, Ma Bo, Chen Lei The return of the essence of rural tourism: rural awareness and protection [J]. China Population, 2012, (09)
[2] Gao Ling Research on the Scientific and Technological Support System of Rural Tourism Safety Control and Treatment [J]. Anhui Agricultural Sciences, 2011, (25)
Chapter 4: Model Essay on the Current Situation of Tourism Market
Key words: individual tourism; Status analysis; Coping strategies; reason
CLC No.: F59 Document ID No.: A Article No.: 1001-828X (2012) 11-0-01
In the 1980s, the development of tourism in Europe and the United States has tended to be "individual tourists", and the ability to operate and receive individual tourists has become an important indicator of the maturity of tourism in a country or region. In the 21st century, China only developed the individual tourist market, but in recent years it has developed very rapidly. With the development of tourism, China's individual tourism will become the leading role in the tourism market.
1、 Overview of individual tourist market
（1） Definition and characteristics of individual tourism
Individual tourism, also known as self-help or semi self-help tourism, is called independent tourism abroad. Individual tourism includes single commission business, tourism consulting business and selective tourism business. Its characteristics are as follows: (1) less batch. Individual tourists usually go out alone or with their families and friends. Compared with group tourism, the bulk of individual tourism is generally small. (2) Lots of batches. Although the number of individual tourists is relatively small, the number of individual tourists is increasing day by day. In addition, many travel agencies are vigorously developing individual tourism business, which has promoted the development of individual tourism, so the total number of individual tourists is increasing rapidly. (3) Many requirements. There are a large number of business and official tourists among the individual tourists, and their travel expenses are mostly borne wholly or partially by the enterprises and units where they are located. In addition, they have a lot of social intercourse, business and official activities during their travel. Therefore, their tourism consumption level is high and they have more requirements for tourism services. (4) Many changes. Individual travelers often lack thorough arrangements before traveling, and may temporarily change their travel plans during the travel, put forward various new requirements, or temporarily decide to cancel their travel plans for some reason before traveling.
（2） The difference between individual tourism and group tourism
Group tourism refers to the process in which travel agencies provide services to the tourist groups they attract according to the content of the sales contract concluded between travel agencies and tourist intermediaries. Team tourism is characterized by strong planning, high skill requirements, more coordination, long reservation period, small schedule changes, and large differences in consumption levels. The difference between individual tourism and group tourism is: first, individual tourists arrange and plan their own travel itinerary, while group tourism is mostly arranged by travel agencies or tourism service intermediaries. However, the travel consultation of individual tourists before travel and some travel matters after travel are also handled by travel agencies, and there is still a certain cooperation relationship with travel agencies. Secondly, the payment method of individual tourists is sporadic cash, that is, what to buy and how much to buy are all paid by the retail price on the spot, while group tourism is mostly in the form of package price, that is, all or part of the basic tourism service fees are paid by tourists before the trip. Finally, due to the different payment methods, the price of individual tourism projects is relatively expensive, while some team tourism projects can enjoy discounts, which are relatively cheap. In addition, the market for individual tourists is mostly business people, young people, etc. They pursue the travel process of freedom, personality and humanity, so the overall cost of individual tourists is relatively high.
2、 Countermeasures for Individual Tourist Market
In China, where the tourism industry is developing rapidly, the proportion of individual tourists is also increasing in recent years. However, group tourism cannot disappear completely, because of the influence of initial tourism, geographical location, language barriers and other factors, the scale of group tourism will continue to shrink, and the scale of individual tourism will continue to expand. The development of individual tourist tourism does not mean that tourists do not need travel agencies at all but handle their own travel independently. In fact, many individual tourist activities have relied on the help of travel agencies. Therefore, travel agencies should take corresponding measures and change strategies to adapt to the development trend of individual tourism.
（1） Establish a new travel agency business model
It is necessary to change the management concept that individual tourists have little future, are not the main form of tourism activities, and are difficult to form scale. In terms of business ideas, it is necessary to change from the previous idea of team oriented, supplemented by individual tourists to the idea of emphasizing both team and individual tourists and highlighting individual tourists. In terms of business strategy, it is necessary to realize the innovative development of individual tourism operation. Only in this way can the original advantages in information, channels and talents be brought into play in the individual tourism market with higher requirements and more detailed services.
（2） Develop a sound service system
Tourists will travel in the form of individual tourists, because they pursue personalized and humanistic needs, and the team travel of travel agencies can not meet their needs, so they choose individual tourism. Tourism includes six elements: food, accommodation, transportation, travel, shopping and entertainment. In group tourism, travel agencies arrange all the six elements for tourists. There are certain personnel to serve tourists. Travel agencies sign contracts with tourists. Travel agencies carry out a series of service work according to the contracts, and there are certain standards to restrict the obligations and rights of travel agencies to tourists.
（3） Improve the tourism consulting service system
Compared with group tourists, the biggest difficulty of individual tourists lies in their lack of understanding of various information of tourist destinations and uncertainty of various links of tourism activities. Secondly, it is the implementation of various tourism activities. Therefore, tourism information service is the service element that individual tourists demand the most. 1. Set up a tourism consulting center; 2. Set up individual guest reception center.
（4） Establish online virtual tourism
At present, virtual tourism is still in its infancy in China. The emergence of virtual tourism will not hinder real tourism, but will promote real tourism. Virtual tourism will stimulate real tourism and make people more yearning for outdoor field tourism. Travel agencies can use virtual tourism to promote potential tourists to travel, and use the comprehensive information service network to serve these potential tourists, so that they can purchase their individual service products.
conclusion
Individual tourism, also known as self-help or semi self-help tourism, is called independent tourism abroad. The development of individual tourism is the product of the tourism industry entering a higher level and renewal stage, and it is also the inevitable trend of tourism development. In the face of the surging wave of individual tourism and the trend of increasingly diversified and personalized needs of tourists, travel agencies, as the leader of the tourism industry, should carefully analyze the individual tourism market, understand the reasons for the rise of individual tourism, analyze the current situation of individual tourism, and seek countermeasures. The individual tourism market gradually occupies a certain position in the tourism market. Travel agencies should make full use of their existing resources to further develop the individual tourism market, grasp the individual tourism market, occupy the individual tourism market, and promote the development of travel agencies.
reference:
[1] Dai Bin, Du Jiang Travel Agency Management [M]. Beijing: Higher Education Press, 2005, 8
[2] More than Wednesday Management [M]. Beijing: Higher Education Press, 2005, 11
[3] Qiu Dan Construction of the overall service system for individual tourists in tourist cities [J]. Urban Issues, 2002 (02)
[4] Qin Jianghao An Analysis of the Role Change of Chinese Travel Agencies in the Development of Individual Tourist Tourism Market [J]. Journal of Guilin Tourism College, 2004 (02)
Chapter 5: Model Essay on the Current Situation of Tourism Market
[Abstract] Self driving tourism is a tourism project that has risen rapidly in recent years. By the end of 2003, the number of personal cars in China had reached 4.89 million
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Statement: The content of this website is only used for academic exchange. If it infringes your rights and interests, please inform us in time, and this website will delete the relevant content immediately. [Abstract] Self driving tourism is a tourism project that has sprung up rapidly in recent years. By the end of 2003, the number of personal cars in China had reached 4.89 million, and the business opportunities of self driving tourism throughout the year amounted to 24.9 billion yuan, with great development potential. In order to find out the basic situation of the self driving tourism market, we selected Sichuan Province, the province with the largest number of personal cars in western China, as the research object. With the strong support of the Propaganda Department of the Sichuan Provincial Party Committee, through questionnaires and actual visits, we studied the characteristics of the self driving tourism market, the impact of self driving tourism on tourism enterprises How to develop self driving tourism and other topics have been preliminarily studied. The results of this research have certain reference value for the development of self driving tourism in other regions of the country. [Key words] Self driving; Tourism market; Development research; Sichuan Province [Chinese Library Classification No.] P590 [Document Identification Code] A [Article No.] 1002-5006 (2004) 03 ― 0066 ― 06
Chapter 6: Model Essay on the Current Situation of Tourism Market
Tourism is close to nature, touching humanity, relaxing body and mind, and also a high-level spiritual enjoyment. Tourism has driven the development of related economies, such as the development of travel industry, hotels, catering industry, eco-tourism, transportation, etc. World Travel and Tourism Council (WTTC) Chairman Baumgarten predicted that in the next 10 years, China's hotels, airlines, travel agencies and other tourism industries will create 15 million jobs, and related industries will also increase by 35 million. The rapid development of tourism marketing also directly affects the development speed of its related industries, which shows the importance of tourism marketing development. Therefore, it is necessary for us to explore the problems existing in the current situation of China's domestic tourism development and the corresponding solutions, which is of great significance. With the economic development and the further improvement of people's living standards, as well as the increase of people's leisure time, the widespread implementation of paid holidays, the improvement of tourism conditions, and the impact of the in-depth development of international tourism on domestic tourism, people's tourism enthusiasm will further glow. At the end of this century, the development trend of China's domestic tourism marketing is: China's domestic tourism market has broad prospects and great demand potential, and China's domestic tourism will maintain a high-speed and stable growth situation, transiting from quantity and speed to quality and efficiency. The supporting infrastructure and service facilities of domestic tourism will be further developed, basically in line with the development pace of domestic tourism. The main manifestations are as follows: the level of tourism consumption is developing from low level to high level, and the tourism consumption structure is diversified, gradually approaching the tourism consumption structure of developed countries; The development of supporting facilities for domestic tourism services has gradually improved; The number of tourists will grow steadily, and the number of organized groups will gradually increase; The tourism industry has gradually obvious personality and prominent characteristics; The position and role of domestic tourism in the national economy are increasingly strengthened.
2、 The Current Situation of Domestic Tourism Marketing in China
Since the reform and opening up, China's domestic tourism has developed rapidly and covered a wide range of areas, but in general, it is still in a situation of low consumption, popularity, low level, medium and short distance tourism. The construction of tourism infrastructure and service facilities has developed rapidly, but it still cannot meet the requirements of domestic tourism development speed. There are mainly the following problems:
1. The development of supporting facilities for domestic tourism services is far from meeting the needs of tourism consumers. Due to the large number of people in China and the huge domestic tourism market, the development of supporting facilities for domestic tourism services can no longer meet the needs of tourism consumers, which leads to tourism consumers generally prefer to choose cities with relatively complete tourism supporting facilities, such as Beijing Jiangsu, Zhejiang, Shanghai, Guangdong and other places. Scenic spots such as Dunhuang, Jiuzhaigou, Xishuangbanna and Huangguoshu Waterfall are relatively warm and cold due to poor transportation.
2. The problem faced by the domestic tourism market is that most of the citizens are self-employed, and there are fewer organized tours with travel agencies. This is actually due to the fact that the service of travel agencies is not perfect enough, which is not enough for tourism consumers to have absolute trust in travel agencies. In addition, the majority of tourists are self-employed, It is because they think that this way can save service fees and is relatively free.
3. The service of the tourism industry is not thoughtful enough, and the individual characteristics are not obvious. Many travel agencies have similar services. Their individual characteristics are not obvious enough, and they are not attractive to tourism consumers. After the general tourism, people will have to wait for a long time to have the idea of tourism, which also causes the tourism industry to attract fewer people.
4. The vicious price competition is prevalent in the travel agency industry, and the market order is disordered. The division of travel agency categories and the provisions on the business scope of travel agencies by the national tourism authorities in 1985 may have the original intention of regulating the market and ensuring the product quality through this form of division of labor. In the later development process of China's tourism marketing The imbalance in the proportion of Class II cooperatives has resulted in the obvious shortage of business volume of Class II cooperatives, which has led many Class II cooperatives to seek survival in violation of national regulations and operate beyond their scope, directly soliciting sources overseas. In this view, the artificial market division model has not been accepted by the industry, and it is difficult to form an effective natural division system in the industry. In addition to the extremely limited binding force of a few industry organizations and the various problems encountered in the management authority, it is inevitable that the current market chaos will emerge.
3、 Current Countermeasures for Developing Domestic Tourism Marketing
In view of some problems existing in China's current tourism industry, such as poor starting foundation and low level, which can not meet the tourism needs of the majority of people, we must properly discuss the factors that mainly restrict the development of China's domestic tourism industry. Personally, it mainly includes the following aspects:
1. The traffic bottleneck restricts the tourism industry to rely on the development of traffic, and traffic often and reasonably hampers the development of tourism. Traffic overload in China: from the perspective of trains, there are generally 50% - 80% overload. There are about 800000 people standing on the train every day. Passenger ships sailing along the Yangtze River and coastal areas are often 30% overcrowded, sometimes as high as 50% - 80%. China's air transport is even more full, and most people rely on connections to buy tickets. Only 23% of China's highways have asphalt and cement pavements. Therefore, the primary problem of developing China's domestic tourism is to solve the traffic problem.
2. Lack of planning for tourist attractions Although China has a rich natural and cultural landscape, the development of tourism projects lacks innovation, such as the simultaneous emergence of 10 folk tourism spots in Guilin in 1992. The tourist attractions are all built with buildings, temples, amusement parks and the like, which are crude and antique attractions, so that the human landscape and the natural landscape can not be integrated. Now I will take some countermeasures against the problems existing in the current situation of China's domestic tourism marketing:
(1) Promote eco-tourism to make travel more meaningful. The country should strengthen the publicity of ecotourism to make people's travel more meaningful, instead of letting people just focus on the scenic spots and put forward the concept of environmental protection, so that people can understand that they are in harmony with nature, pay attention to health care, and make tourism become a kind of learning, a kind of contact between people and nature.
(2) Pay attention to the improvement of tourism supporting facilities. We will strengthen and improve the supporting facilities of the tourism market, provide convenience for people's travel as far as possible, and improve the transportation facilities. The country will take the initiative to attract investment for tourism construction, and strive to make our tourist resort construction more perfect and convenient.
(3) Encourage citizens to travel in groups. The state encourages citizens to travel with travel agencies as far as possible. On the one hand, it can increase the income of travel agencies and drive the development of the travel industry. On the other hand, it can reduce unnecessary expenses and provide perfect one-stop services for tourists.
(4) Travel agencies provide brand new services for personalized VIP travel. In the past, people always needed to take large bags and small bags with them when traveling. The faster the travel that was supposed to be relaxing, the more physically and mentally exhausted people became. This gradually made people not want to travel. If travel agencies could have a good solution to this problem, I think it would be another driving force for the development of tourism marketing. It is hoped that our travel agency can provide new personalized VIP travel services, such as some very large items of tourists, which can be arranged by the travel agency, so that tourists can have no worries about the future, so that tourists can easily enjoy the pleasure of travel with only their mobile phones and money, and change the old situation of big bags and small bags, so that tourists can travel easily and happily The purpose of VIP tourism.
(5) The state regulates tourism marketing legislation. The country should standardize the legislation of tourism marketing to ensure the normal, healthy and rapid development of tourism marketing. Let travel agencies have benign competition and not let malicious price competition disrupt the normal and sustainable development of the tourism marketing market.
Chapter 7: Model Essay on the Current Situation of Tourism Market
Key words: tourism marketing; Current situation and problems; countermeasure
Tourism is becoming one of the largest and fastest growing industries in the world. China's tourism market has further expanded in the 21st century. The favorable conditions for its continuous development include: China's rich tourism resources have been continuously developed; The structure of tourism products has been constantly improved; The scale of tourism industry is expanding; The overall environment for tourism development is gradually optimized, which provides a solid guarantee for the expansion of China's tourism market. With the improvement of people's living standards, the increase of the proportion of disposable income, the extension of holidays, and the increase of leisure time, it is bound to greatly promote the development of domestic tourism. The popularity of holiday tourism fully proves this point. The experience of the tourism industry in developed countries shows that after the per capita GDP reaches 1000 US dollars, the popularization and universalization of tourism begins to develop rapidly. China has broken through this critical value, and the era of popular tourism is coming.
1、 Meaning of tourism marketing
Tourism marketing is a process of analysis, planning, implementation, feedback and control to coordinate various tourism economic activities based on tourism consumption demand, so as to achieve the economic and social goals of enterprises providing effective products and services, satisfying tourists and making profits for enterprises. The main body of tourism marketing is very wide, including all tourism enterprises and tourism bureaus under macro management. For example: tourist attractions, scenic spots, travel agencies, hotels, tourism and transportation departments, etc. Marketing is a social and management process in which individuals and groups meet their needs and desires by creating and exchanging products and values with others. Tourism marketing is an important link to develop tourism and obtain economic benefits. It is of great significance to study tourism marketing for the development of China's tourism.
2、 Analysis on the Current Situation and Existing Problems of Tourism Marketing in China
（1） Blind price cutting competition
Many travel agencies regard price reduction as the main means of competition. Putting aside the problem of arbitrage, the quotation is far below the cost. On the surface, travel agencies are still profitable after earning the difference through arbitrage. Regardless of whether its practice is illegal, long-term marketing with such a marketing strategy will only affect the product image of tourism enterprises and damage their own interests. In addition, the price reduction of foreign groups will also affect the domestic tourism income. For example, in recent years, due to the low team price in Southeast Asia, the potential tourists in the region have decreased, the tourism income has correspondingly decreased, and the tourism industry has developed slowly. In addition to the impact of the recent Indian Ocean tsunami, the tourism industry in the region has reached a low point.
（2） Neglect of after-sales service leads to loss of tourists
In modern tourism marketing, tourism product is a whole concept including core product, formal product and additional product. It requires not only physical and material satisfaction for tourists, but also psychological and spiritual satisfaction for tourists. This requires tourism enterprises to regard tourists as "God" and serve them, otherwise they will be eliminated by the market. At present, most tourism enterprises do not have a good after-sales service system for tourism products. Many tourism enterprises believe that this is unnecessary. They even think that tourism is just to take tourists out to "fool around" and hang up "ophthalmology", without putting product analysis in its proper place.
（3） Weak legal awareness of tourism
Some tourism enterprises provide tourists with false tourism service information, use bribery to attract customers, slander the reputation of other tourism enterprises, and some even use the brand of other tourism enterprises. This practice has seriously disrupted the order of the tourism market, damaged the image of tourism enterprises, violated national laws, and caused unnecessary damage to both the supply and demand sides of the tourism market. In addition to the hotel industry, many tourism enterprises have adopted the contracted operation mode, especially travel agencies. Many operators only pay attention to economic interests and violate the law, resulting in a large number of disputes and complaints from tourists due to the failure to perform the travel contract. Therefore, strengthening the concept of legal system and regulating the behavior of tourism marketing with laws is one of the problems that Chinese tourism enterprises should pay attention to. In the long run, acting in accordance with the law is an inevitable choice to protect the legitimate rights and interests of both tourism enterprises and tourists.
（4） Low technological content
The main problems are as follows: the system is not strong, and the advantages of network technology are not fully used in tourism marketing; Lack of high-quality and high-grade tourism marketing strategy. Without high-tech tourism marketing support, the development trend of standardization, intelligence, informatization and globalization of tourism will be restricted. Many tourism enterprises have more manual labor in the operation process, and lack the application of high-tech and new skills. Take the daily business of travel agencies as an example. Most of them stay in the use of telephone and fax. Few travel agencies use the Internet extensively to assist their daily business. In today's highly information-based era, such a business model obviously cannot keep up with the needs of the times.
（5） Pursuing short-term sales goals
Many departments or tourism enterprises are not familiar with the subtle and complex relationship between tourism product strategies, tourism price strategies, tourism sales channel strategies, and tourism product promotion strategies, and seldom choose appropriate promotion strategies and promotion carriers according to consumer demand psychology. Tourism marketing strategy and marketing plan are still in the primary stage, and cannot be deeply explored, let alone the control of tourism marketing plan, cost and profit, reputation and strategy. Even in the planning, design and implementation of festival events or public relations events that have a greater impact on promotion, everyone knows that a good festival event or public relations event will bring huge immediate benefits and future indirect benefits. However, more places do not understand the beauty of market operation, or copy others' models, Or "preach" in the territory under their jurisdiction to reverse the true meaning of holding such activities, resulting in waste of money and labor, but the real purpose of promotion cannot be achieved.
（6） Neglect tourism image
The problem of tourism image has become a common headache around the world. Spread to target audiences through effective marketing means. However, in recent years, when vigorously promoting its own image characteristics in China, due to the lack of careful analysis of the context and geographical context of the tourist destination, and the inability to scientifically design a tourism image with distinctive characteristics and attractiveness according to market demand, a lot of promotion funds have been spent, but the number of tourists has not come up, and there is a great difference between the low and peak seasons of tourism, Similar image slogans and other phenomena are everywhere, not to mention building tourism brands.
3、 Solutions
（1） Establish industry associations to promote orderly competition
With the approval of the relevant national units, the tourism enterprises shall establish an industry association through consultation, and formulate business norms and various standards in accordance with national laws and regulations, so that each tourism company can compete in an orderly manner within a reasonable price range. When a company has problems, the association will punish it accordingly.
（2） Actively establish a complete after-sales service system for tourism products
The establishment of after-sales service system for tourism products is very important for a long-term development of tourism enterprises. It should include: tracking survey of tourists' satisfaction with after-sales service, obtaining tourists' requirements and opinions on tourism products, establishing a complete database for tourists of different regions, ages and levels, so as to avoid subjectivity and blindness in future tourism marketing and development of new tourism products. In addition, the establishment of the after-sales service system of tourism products can also help tourism enterprises to establish a good corporate image, establish a reputation effect, and lay a good foundation for the future marketing of tourism service products. This is also an important part of the sustainable development of tourism.
（3） Pay attention to legal training for tourism practitioners
In the examination of tour guide certificates at all levels, we should strengthen the assessment of legal knowledge, urge tour guides to consciously study legal knowledge and strengthen legal awareness. In the business activities of tourism companies, the tourism regulatory authorities should strengthen inspection and supervision and regularly go deep into the tourism market. Full time supervisors shall be employed to conduct real-time supervision. Units with problems shall be ordered to rectify within a time limit. Those failing to meet the requirements shall be suspended or their business licenses shall be revoked.
（4） Pay attention to the development and application of scientific and technological means to promote the development of tourism
Using advanced scientific and technological means, the Internet is widely introduced into tourism management, so that each company can connect to the network, achieve smooth, fast and convenient information, and promote the improvement of tourism work efficiency.
（5） Long term planning and development vision
Pay attention to the study of tourism marketing strategies, and formulate medium - and long-term plans suitable for the company according to the market development trend. According to the tourists' consumption psychology, we should deeply tap the potential, constantly launch a series of marketing strategies with fresh ideas and economic benefits, open new channels, and increase the revenue of tourism companies.
（6） Regard image as life, and take image publicity of tourism companies as a work goal
Frequently use newspapers, magazines, television, radio and other media to widely publicize tourism companies, tourism services, attractions and products; Organize more exhibitions, tour of tourism image ambassadors, tourism knowledge prize contests, tourism photography competitions, model performances, etc. The economy will drive the tourism market, so that more people will know more about tourism companies and tourist attractions. Tour guides and other members of tourism companies should pay attention to appearance, speech and behavior in their work. Try to make a good impression on customers in practical work. Abide by promises, provide good services, make tourists feel at home, keep the off-season of the tourism market, and increase tourism revenue.
To sum up, China's tourism industry is booming and has now entered the era of marketing dominance. China's tourism industry must arm itself with scientific and advanced tourism marketing, so as to promote the rapid development of China's tourism industry towards a healthy and orderly track. After China's accession to the WTO, China's tourism market is gradually integrating into the competition in the world tourism market, which requires relevant enterprises to study tourism marketing more actively, introduce modern and advanced tourism marketing concepts into China's tourism industry, and promote China's tourism market to mature as soon as possible.
reference:
1. Zhang Xiaohui, Wang Yi, Gou Xiaodong New Tourism Marketing Strategy of Forest Park on the North Slope of Qinling Mountains [J]. Journal of Northwest A&F University of Science and Technology (Social Science Edition), 2002 (7)
Chapter 8: Model Essay on the Current Situation of Tourism Market
[Key words] Tourism market; Tourism marketing; Hefei
[About the author] Ren Kairong, Teaching Assistant of Department of Tourism, Resources and Environment, Zaozhuang University, Shandong 277160
[CLC No.] F590 [Document Identification Code] A [Article No.] 1672 － 2728 (2010) 05 － 0020 － 03
As the capital city of Anhui Province, Hefei, located in the middle of Anhui Province, is the central city of the province's urban system. It has many honors, and has been successively rated as "National Garden City", "National Sanitary City", "National Excellent City for Comprehensive Environmental Management", "National Science and Education City", etc. Hefei is rich in tourism resources, with 86 individual tourism resources. However, at present, the number of tourists coming to Hefei is small, which is not commensurate with the rich tourism resources of Hefei. On the other hand, Hefei has great potential for tourism development market. As long as careful analysis. The tourism industry of Hefei will develop greatly if the tourist market is organized and utilized reasonably and marketing activities are carried out in a targeted way.
1、 An Analysis of the Current Situation of Hefei Tourism Market
（1） Analysis on the Population Composition of Tourism Market
According to the sample survey data of Hefei's tourist source market in 2004, the tourists are mainly enterprises and institutions, service sales and trade personnel and civil servants, of which 28.87% are enterprise management personnel, 17.19% are service trade personnel, and 13.39% are civil servants. It shows that the development of tourism in Hefei is mainly based on the tourism of urban residents. The average monthly income of tourists in Hefei is mainly between 2000 and 4000 yuan, accounting for 40.92%; 25% and 24.18% of those with 1000~2000 yuan and more than 5000 yuan respectively; Less than 1000 yuan only accounts for 10%. In addition, 61% of the tourists who come to Hefei have higher academic qualifications, and they are the main body of Hefei's tourism market at present. However, only 39% of them have technical secondary school education or below.
（2） Analysis of tourists' tourism purpose
The visitors to Hefei are mainly for business purposes. It can be seen from Table 1 that the purpose of "business meeting" accounts for 51%, and the purpose of "sightseeing" accounts for 13%. This shows that there is an internal consistency between the tourism purpose of Hefei tourists and their occupation, income and education background. It also reflects that Hefei's market development work is not enough, and it needs to expand the local tourist market.
（3） Analysis of tourist attractions selection
At present, the most popular tourist attractions are the exhibition hall of Li Hongzhang's former residence, followed by the Baogong Temple and the Anhui Garden. This shows that the profound cultural heritage is the main reason why Hefei attracts tourists.
（4） An Analysis of the Composition of Tourist Consumption
The per capita expenditure of tourists in Hefei is generally increasing, and the structure is becoming more reasonable. See Table 3 for details. In the tourism consumption structure, the proportion of food, housing and transportation is high, while the proportion of sightseeing, shopping, entertainment and leisure is low. With the increase of per capita income, people will travel from basic satisfaction to comfort and enjoyment. Hefei has a lot of room to expand in this regard.
2、 Selection of target tourist market in Hefei
According to the characteristics of Hefei's tourism resources, location conditions and the current situation of the tourist source market, the target tourist source market can be further divided into primary tourist source market (key market), secondary tourist source market (expanding market) and tertiary tourist source market (opportunity market). As the primary market is the key point, it can be used as the starting point of tourism marketing.
The target tourist source markets of Hefei mainly include: the primary tourist source market (key market) refers to the market with stable tourist sources, with a market share of about 50%~70%. The primary tourist source markets of Hefei include Hefei City, Lu'an City, Huainan City, Bengbu City, Chaohu City and Chuzhou City; The market share of the secondary tourist source market (expanding the market) is second only to the primary tourist source market, but it has a great potential. The secondary tourist source market of Hefei mainly includes the Yangtze River Delta urban agglomeration and major cities in the province. If properly developed, it can be transformed into the primary market; The third level tourist source market (opportunity market) generally has high transportation costs and takes a long time. The opportunity market should be developed in a timely manner. Hefei should hold large-scale tourism festivals, large-scale cultural activities, large-scale conferences, large-scale sports competitions, folk festivals and other activities to expand the influence and increase the tourist source.
3、 Hefei Tourism Marketing
（1） Constraints of Hefei Tourism Marketing
Although Hefei tourism has made some achievements in recent years, such as the continuous enrichment of tourism product system, the gradual strengthening of tourism information construction, and the further strengthening of tourism publicity, due to some restrictive factors, Hefei tourism has not made significant progress. The main constraints of Hefei tourism marketing are:
1. Lack of "competitive products" and special tourism brands. Hefei is rich in tourism resources, with a good layout of large distribution and small concentration, and many of these resources have high development value. However, due to insufficient development efforts, there is no super attractive characteristic tourism brand and flagship products.
2. Tourism resources have high cultural content, but less ornamental value. Hefei is rich in humanistic tourism resources, but the attraction of humanistic tourism resources is not enough for the current tourism market is keen on more participatory tourism activities. How to develop such resources, stimulate tourists' tourism motivation and attract tourists is one of the main problems faced by tourism operators.
3. Tourism popularity is not high. Although Hefei has been successively rated as "National Garden City", "National Hygienic City", "National Excellent City for Comprehensive Environmental Management", and "National Science and Education City", from the perspective of tourism, the outside world has little knowledge of it. In addition, Hefei's tourism publicity is not enough, and it is still difficult for tourists to select destinations to include them in their tourism plans.
（2） Hefei Tourism Marketing Strategy
1. Attach importance to image and build brand. Hefei tourism marketing should regard image as life, and often use newspapers, magazines, television, radio and other media to widely publicize tourism resources, various tourism services, attractions and products; Organize more exhibitions, conferences, tourism photography competitions, tourism knowledge award competitions and other activities to actively stir up the tourism market, so that more people can have a broader understanding of Hefei tourism. Now many cities have achieved great success in "image marketing", such as Hong Kong, the "City of Motion", Suzhou, the "Oriental Venice", and Chengdu, the "City of Leisure". Only when the tourism destination image is fully, systematically and well displayed, forms a brand, and effectively transmits to consumers' minds, can it be selected as a tourism destination by tourists. Therefore, Hefei's urban tourism image should refine the connotation of Hefei's tourism products on the basis of "Baogong's hometown and famous lakeside city", and strengthen the brand construction and brand marketing of Hefei's tourism image.
2. Hefei cultural tourism innovation. It is necessary to fully understand and understand the content and characteristics of the emblem culture, and strive to dig out the precious cultural heritage of the emblem culture, such as folk customs, art, folk literature, and folk literature. It is necessary to create a dynamic, live, full of life interests, and interactive tourism of the emblem culture with tourists. In short, it is necessary to make the micro culture live. However, in innovation, Hefei should grasp the unique characteristics of its own tourism culture, establish a distinctive theme image, select its own selling points, avoid mechanical imitation, and follow the old path of development by others.
3. Strengthen the network marketing of Hefei tourism. The 21st century is an era of prosperity and development of tourism, and also an era of vigorous development of the network. If we can actively and reasonably use the network means while developing tourism, it will give new wings to the management mode, communication mode and technical means of tourism. Tourism network marketing is a new thing that adapts to the development of network technology and social changes in the information network era, and has become a new and active tourism marketing strategy. Hefei should skillfully use the Internet to carry out advertising, travel network trading center, travel network booking and settlement.
4. Establish long-term planning and development vision. In Hefei tourism marketing, there is a phenomenon of pursuing short-term sales goals rather than long-term marketing goals. Tourism enterprises should pay attention to the study of tourism marketing strategies, and formulate medium - and long-term plans suitable for their own enterprises in accordance with the trend of market development. According to the tourists' consumption psychology, we should deeply tap the potential, constantly launch a series of marketing strategies with fresh creativity and economic benefits, open up new channels, increase the income of tourism enterprises, and thus drive the overall development of Hefei's tourism industry.
Chapter 9: Model Essay on the Current Situation of Tourism Market
[Key words] Tourism market development of college students
Since the reform of the education system, the enrollment of colleges and universities has been expanded year after year, and the number of college students has been rising. A huge tourism consumption market for college students with huge business opportunities is gradually forming. The college student tourism market is gradually becoming a new highlight of China's tourism market. Therefore, based on full research on the current situation of the college student tourism market, its operability is analyzed, The problems of university student tourism market, and then establish the strategy of university student tourism market development.
1、 Characteristics of college students' tourism market
1. Low level of tourism consumption
College students still belong to the consumer group. Their daily living expenses mainly come from their families. College students are very dependent on their parents economically. Therefore, tourism consumption is still a luxury consumption for college students at this stage. They are eager to travel, but due to the constraints of economic sources, their consumption capacity is not high, so they generally have low requirements for tourism conditions.
2. The travel time is concentrated
The main task of college students is to complete their studies, so they can only travel in their spare time. Their leisure time is mainly weekends, statutory holidays, winter and summer vacations. There are about 170 days of holidays, accounting for 47% of the whole year. In fact, college students have more time than that. Some people have obtained 3.3 undergraduate courses in four years of college through statistical analysis, which shows that college students have more leisure time.
3. Diversified travel modes
Nowadays, it has gradually become a trend for young people with the same aspirations to travel together through the Internet. All young people choose AA system, which can not only broaden their interpersonal communication, but also have greater autonomy in choosing. In addition, other travel modes such as cycling expeditions and couples' self guided tours are increasingly popular among college students. The diversification of travel modes reflects the obvious trend of individualization of college students.
4. College students are easy to accept new products, new consumption and new lifestyle
As a centralized tourism group, college students' tourism decision-making is easily influenced by students or friends and other related groups. In addition, due to the asymmetry of tourism information and other reasons, college students often do not have sufficient preparation for tourism, and their emotions tend to fluctuate, with a significant sense of conformity; At the same time, due to the concentration of the market and the extensive contact between groups, tourism information is transmitted rapidly. Their consumption psychology and habits are not stable, and their consumption demand is flexible and inducible; Their emotional consumption, individual consumption, group consumption and social entertainment tend to be obvious, so travel agencies can make full use of this to promote related products. 2、 The Feasibility of Developing Tourism Market for College Students
1. The scale of university student tourism market is huge
Since the reform of the education system in 1999, at the request of the government, colleges and universities across the country have expanded enrollment year after year, and the number of school-based junior college students is increasing. In recent years, the number of students enrolled has increased at an annual rate of up to 30%. By the end of 2005, the number of college students in China had reached 1508 60000 people. According to the education plan, higher education will enter the popularization stage by 2007, and the proportion of college age youth will reach 15%, and 20% by 2010. The huge college student consumption market has gradually become an important position for tourism enterprises.
2. College students have strong tourism motivation
Although college students have got rid of the heavy schoolwork in high school and entered a relatively relaxed college life, their activities are often limited to the classroom, canteen and dormitory. The boring life and the pressure they face make them have a strong desire to travel. They are eager to go out of school and get close to nature, so that their body and mind can be completely relaxed and their worries and troubles can be eliminated. Moreover, since ancient times, there have been educational tourism and cognitive tourism in China, as well as the ancient motto of "traveling thousands of miles, breaking thousands of books", which makes contemporary college students eager to carry their schoolbags and go out of campus to experience the feeling of traveling around the world as soon as they have more leisure time.
3. Tourism facilities are becoming more and more perfect
After more than 20 years of development, China's tourism industry has reached a considerable scale, which can basically meet the needs of China's tourism market development. Among them, youth hostels, college student tourism network and other tourism infrastructure related to the college student tourism market have begun to emerge, and have been recognized by the market. For example, after the first youth hostel was established in 1998 in the Seven Star Rock Scenic Area of Zhaoqing, Guangdong, it has opened more than 100 branches in Beijing, Shanghai, Dalian and other major cities, initially forming a network system of a certain scale. All these have provided a certain material basis for the development of university student tourism market. The ticket price of scenic spots is relatively high, and some college students have the desire to travel with travel agencies, but the general travel agencies quote in groups, which is less flexible.
3、 The Strategy of Developing College Students Tourism Market
1. Determine the level of marketing to improve brand influence
College students know little about the tourism market and the providers of tourism products, which leads to information asymmetry and easy to rely on brands. Because in their view, brand means the established value judgment of high taste, high safety coefficient, good service products and good service attitude. Therefore, to some extent, the more successful one can build his own high-quality brand with good reputation, the earlier one can form his own competitive comparative advantage.
2. Pay attention to product price ratio
The product provider must set a more objective and rational charging standard after fully estimating such conditions, and put an end to such commercial fraud as false high and false low in the pricing process. Different market demands determine the price of products. In different sales states, the same product may have a certain price difference. Therefore, product providers must adjust their prices in a timely manner according to different seasons. This is conducive to invigorating idle resources, attracting more college students and creating more profits.
3. Adopt flexible and diversified product promotion methods
The radio and television stations on campus have a relatively strong influence on the spiritual life of college students, and have a stronger affinity than the general off campus media. Therefore, the product provider will play the role of this platform by providing sponsorship to them, which will have a better effect.
References:
[1] Zhu Zhen Analysis on the Characteristics of Tourism Spatial Behavior of College Students in China [J]. Science and Technology Information Development and Economy, 2005, (6)
