哥斯达黎加旅游业在中国市场的广告策略分析

发布时间：2018-02-08 17:26

本文关键词： 广告策略整合营销传播(IMC) 哥斯达黎加旅游业　出处：《大连海事大学》2014年硕士论文　论文类型：学位论文

【摘要】：在许多第三世界国家仍旧专注于推动工业化和城市化发展的大背景下,哥斯达黎加已经将经济发展的重点转向生态旅游领域。虽然该国只有51100平方公里,但其拥有着令人难以置信的野生动物资源和生态自然资源。资源的多样性和丰富性为哥斯达黎加发展旅游业提供了良好的物质基础,每年约有100万人次来此旅游,并产生约十亿的旅游收入,而旅游业也成为哥斯达黎加的第二大收入来源。根据哥斯达黎加旅游发展局(ICT)的统计数据可以得到,2013年约有240万名游客入境,同比增长3.6%。2012年哥斯达黎加入境的游客中,约有39%来自美国,12.4%来自欧洲,其余则来自中美洲、南美洲等国家。通过这一数据可以发现,作为出境旅游主要群体的亚洲特别是中国游客入境旅游的比例非常少,因此哥斯达黎加旅游发展局(ICT)和国家旅游商会(CANATUR)开始了以吸引更多的亚洲游客,特别是中国游客为重点的合作发展规划。在这一合作背景下,哥斯达黎加旅游发展局提出了三个广告策略。而本文主要通过对这三个广告的比较分析,判断并且确定唯一一个最吸引中国游客的广告。在此基础上,本文得到结论：为了把握中国旅游市场,哥斯达黎加旅游发展局仅靠推出广告宣传的手段难以吸引足够中国游客的关注,其更需要的是发展构建出一一个完整的整合营销战略,通过这种完整的营销传播方案以吸引更多的中国游客开始关注并且选择前往哥斯达黎加旅游。
[Abstract]:With many third world countries still focused on promoting industrialization and urbanization, Costa Rica has shifted the focus of its economic development to ecotourism, although the country has only 51100 square kilometers. But it has incredible wildlife resources and ecological natural resources. The diversity and richness of these resources provide a good material basis for Costa Rica to develop its tourism industry, which is visited by about 1 million people a year. And generated about 1 billion of tourism revenue, and tourism is Costa Rica's second largest source of income. According to statistics from the Costa Rican Tourism Board (ICTI), about 2.4 million tourists entered the country in 2013, an increase of 3.6 percent over the same period last year. Of the total number of Costa Rican arrivals in 2012, about 39% came from the United States and 12.4 percent from Europe, while the rest came from Central America. South America and other countries. Through this data, we can find that the proportion of Asian tourists, especially Chinese tourists, who are the major groups of outbound tourists, is very low. The Costa Rican Tourism Board (ICTI) and the National tourist Association (CNTA) have therefore begun cooperative development programmes focusing on attracting more Asian tourists, especially Chinese tourists. In this context, the Costa Rican Tourism Board has proposed three advertising strategies. Based on the comparative analysis of the three advertisements, this paper judges and determines the only one that attracts most Chinese tourists. In order to grasp the Chinese tourism market, the Costa Rican Tourism Development Board can not attract enough attention of Chinese tourists only by means of advertising. What it needs more is to develop and construct a complete integrated marketing strategy. Through this complete marketing communication program to attract more Chinese tourists to start paying attention and choose to travel to Costa Rica.
【学位授予单位】：大连海事大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F597.46

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