海南旅游开拓北欧市场的营销对策研究

发布时间：2019-03-17 11:56

【摘要】：海南省是我国唯一的热带海岛省份,旅游业是其支柱产业,对整体经济发展影响重大。2009年,国务院颁布了《关于推进海南国际旅游岛建设发展的若干意见》,将海南国际旅游岛建设提升至国家战略高度。国际旅游岛的建设,国际客源市场开发至关重要。但目前,海南的境外客源十分有限,旅游外汇收入和境外游客数量所占比例很小,海南旅游亟需开拓境外客源。而北欧与海南第一大境外客源俄罗斯,在自然环境、气候等方面很相似,游客最热衷于热带海岛度假,同时北欧经济发达,有旅游度假传统,是重要的旅游客源地。但目前,海南每年接待的北欧游客只有5000人次,与普吉岛每年100万人次的北欧游客数量相比,微乎其微。因此,海南旅游北欧市场开拓十分值得研究。本文首先分析了海南旅游开拓北欧市场的必要性和可行性。然后,回顾了海南旅游北欧市场的开发历史,分析了目前存在的主要问题,并对海南旅游北欧市场开拓的内外部环境、行业市场竞争环境进行了研究。接着通过实证研究对在海南的北欧游客的市场结构和旅游消费行为特征进行了分析。最后对北欧客源进行市场细分、目标市场选择、旅游形象定位,并从产品、价格、营销渠道、促销四个方面分析海南旅游北欧市场营销策略,并提出了实施建议。
[Abstract]:Hainan Province is the only tropical island province in China, and tourism is its pillar industry, which has a great impact on the overall economic development. In 2009, the State Council promulgated several opinions on promoting the Construction and Development of Hainan International Tourism Island. Hainan international tourism island construction to the height of national strategy. The construction of international tourist island, the development of international tourist market is very important. But at present, Hainan has a very limited source of overseas tourists, tourism foreign exchange income and the number of overseas tourists account for a small proportion, Hainan tourism needs to open up overseas sources. The Nordic region is similar to Hainan's largest overseas tourist source, such as Russia, in natural environment, climate and so on. Tourists are most keen on tropical islands for vacations. At the same time, northern Europe is economically developed and has a tradition of tourist holidays, so it is an important tourist source. But at present, Hainan receives only 5000 Nordic tourists a year, compared with Phuket's 1 million Nordic tourists a year, very little. Therefore, Hainan tourism Nordic market development is worth studying. This paper first analyzes the necessity and feasibility of Hainan tourism developing Nordic market. Then, the development history of Hainan tourism Nordic market is reviewed, the main problems existing at present are analyzed, and the internal and external environment of Hainan tourism Nordic market development and the competitive environment of the industry market are studied. Then the market structure and tourism consumption behavior characteristics of Nordic tourists in Hainan are analyzed by empirical research. At last, the market segmentation, target market selection and tourism image orientation of Nordic tourist source are carried out, and the marketing strategy of Hainan tourism Nordic region is analyzed from four aspects: product, price, marketing channel and promotion, and some suggestions for implementation are put forward.
【学位授予单位】：华东理工大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F592.7;F274

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