越南富国岛旅游营销策略研究

发布时间：2018-06-28 22:13

本文选题：越南富国岛 + 旅游　；参考：《天津大学》2012年硕士论文

【摘要】：旅游营销是影响目的地旅游业发展最大的因素之一。而富国岛旅游的促进工作目前却没有得到适当的投资，缺乏一个整体的营销规划和一个完善的营销管理机构。在富国岛旅游开发刚刚起步的阶段给其研究塑造一个健全的营销策略将提高其的知名度、增强其的吸引力和竞争优势，同时获取、保留与扩大市场份额。在研究相关理论和实际统计数据的基础下，通过采用各旅游学者、专家们的研究成果以及借鉴一些已经得到成功的营销模型，，本人提出富国到旅游营销的初步思路和策略。首先论文介绍了富国岛旅游业的目前情况，包括旅游资源、技术设施基础和人力资源等方面；然后研究其旅游市场，了解旅游客源的特征和消费行为并实现市场细分和定位，接着运用SWOT分析法对富国岛旅游进行评估其的优势、劣势、机会和挑战。后续四章循序谈到富国岛旅游营销的四大构成因素，包括打造富国岛旅游形象、开拓发展特色旅游产品、设立产品分销渠道以及设计一个完整促销系统等策略。研究制定富国岛旅游营销策略的同时将完善越南海岛旅游开发规划的系统，也是越南树立海岛旅游品牌的前提。希望该研究对此伟大目的可以提供小小的贡献，并为今后越南旅游营销的发展提供些许建议和引导。
[Abstract]:Tourism marketing is one of the most important factors affecting the development of destination tourism. However, the promotion of tourism in the island is not properly invested, lacking of an overall marketing plan and a sound marketing management organization. In the initial stage of the tourism development of Fuguo Island, it will improve its popularity, enhance its attractiveness and competitive advantage, and at the same time acquire, retain and expand its market share. On the basis of studying the relevant theory and the actual statistical data, by adopting the research results of various tourism scholars and experts and using some successful marketing models for reference, I put forward the preliminary ideas and strategies of the tourism marketing from the rich countries to the tourism. First of all, the paper introduces the current situation of the tourism industry of the island, including tourism resources, technological infrastructure and human resources, and then studies its tourism market, understands the characteristics and consumption behavior of tourist sources, and realizes market segmentation and positioning. Then SWOT analysis is used to evaluate the strengths, weaknesses, opportunities and challenges of the island tourism. The following four chapters talk about the four major factors of the tourism marketing of the island, including the strategies of building the tourism image of the island, developing the characteristic tourism products, setting up the distribution channels of the products and designing a complete promotion system. It is also a prerequisite for Vietnam to set up island tourism brand by studying and formulating the tourism marketing strategy of Fuguo Island at the same time perfecting the system of tourism development and planning of Vietnam Island. It is hoped that this study can provide a small contribution to this great purpose and provide some suggestions and guidance for the future development of tourism marketing in Vietnam.
【学位授予单位】：天津大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F593.33;F274

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