The Study on Tourism Destination Marketing and Competitiveness Enhancement Strategy Shan Gengzhi

Gu Jianping

【Abstract】This paper analyses the tourism resources， location resources and tourism infrastructure sources， as well as discussing the effective way to promote tourism destination marketing， so as to enhance the competitiveness of the tourism destination and keep the continuous development of tourism industry.

【Key words】tourism destination； marketing； competitiveness

【作者簡介】Shan Gengzhi， Tourism College of Zhejiang， Hangzhou， Zhejiang； Gu Jianping， Nanjing Normal University， Nanjing， Jiangsu.

Ⅰ.The meaning of tourism marketing

Tourism marketing is oriented by the analysis， planning， execution， feedback and control of such a process.It coordinates various tourism economic activities to achieve the economic and social objectives on purpose of satisfying tourists and making enterprises profitable.

Ⅱ. Characteristics of tourism marketing

1. Service

Excluding specific tourism commodities and without the transfer of property rights， providing tourism products is essentially a kind of service. Consumers not only pay attention to the hardware facilities of the service， but also pay attention to the high quality of service brought by the service.

2. Participatory

The production and supply of tourism products in the tourism market coincide with consumers behaviors in time and space. Therefore， tourism marketing is in fact a dynamic process involving tourists in stages. How to keep tourists timely interaction is an important part of marketing work.

3. Timeliness

Tourism market has a certain timeliness and seasonal characteristics， shall not be transferred and stored. Production facilities are in the form of objects which means in time to satisfy consumers in time， otherwise， it cant be redeemed and will be wasted.

4. Variability

Tourism consumption is a process composed of a variety of specific consumption behaviors， and tourism service is also a continuous process of specific behaviors. Most of the tourism products provided are not real objects， so it is difficult to standardize the services provided.

Ⅲ. Analysis of problems existing in tourism marketing in China

1. Extensive tourism growth model and marketing concept lag

At present， Chinas tourism growth is mainly driven by the expansion of tourist attractions and hype of tourism concepts. As for the in-depth exploration of tourism products， innovation of tourism service concepts， improvement of tourism planning and tourism service facilities， even the basic quality of tourism practitioners still needs to be improved urgently.

2. Blind price reduction competition exists in marketing

Many travel agencies use price cuts as their main competitive means. However， if such marketing strategy is used for a long time， it will only affect the product image of tourism enterprises and damage their own interests. Worse still， it will indirectly damage the tourist destination image.

3. Weakness of legal awareness in tourism marketing

Some tourism enterprises provide false tourism service information for tourists， attract customers by means of bribery， vilifying the reputation of other tourism enterprises， and some even use the brand of other tourism enterprises.

Ⅳ. Effective ways to improve tourism destination marketing

1. Pay attention to accurate positioning of tourist destinations

In the process of marketing， tourist destinations should combine their own resources and cultural characteristics， regional advantages and resource advantages.On the basis of understanding the positioning of the competitors， find the differences， accurately position themselves and improve the popularity of the tourist destination， so as to attract more tourists.

2. Building tourism destination branding

In order to further enhance their market competitiveness， tourism destinations should focus on building brand of tourism destinations.On the one hand， tourism destinations should pay attention to image advertising.Tourist activities and consumption more abstract than physical commodity purchase and consumption of image features， the tourism destinations should pay attention to the design of image advertising and publicity， using television media of visual， real-time and universal image propaganda and other tools for tourism image promotion.

Ⅴ. Conclusion

Tourism resources， and tourism infrastructure are the main sources of market competitiveness of tourism destinations.In order to enhance market competitiveness， tourism destinations should pay attention to the accurate positioning of tourism destinations， and at the same time， establish the brand of tourism destinations to promote the continuous development of tourism.

References：

[1]Li Tianyuan，Qu Ying. Tourism marketing[M].Rennin University of China Press，2012，12.