国际旅游业文化营销策略研究
发布时间：2019-01-05 11:49
【摘要】：目前,旅游业在国际经济中扮演着越来越重要的角色。旅游业在许多国家已经成为支柱产业。中国是一个有着悠久历史的多民族国家,它拥有璀璨的文化和丰富的自然资源。近年来,随着游客消费观念的转变,中国文化正成为国际旅游市场上的一大卖点。中国也变成了继欧洲和美洲之后的世界第三大旅游目的地。世界旅游组织预计到2020年,中国将接待入境游客1.37亿人次,占世界市场份额的8.6%,居世界第四,中国出境游人数将达1亿人次,占世界市场份额的6.2%,居世界第四。中国旅游业发展正面临前所未有的机遇。与此同时,我国旅游业也面临着严峻的挑战。中国珍贵的文化资源并未在旅游业中得到充分利用。中国旅游业营销战略中存在的诸多不足使得中国旅游业在国际旅游市场中所占的份额极低。与世界旅游大国欧洲和美洲相比,分别占53.3%和15.8%的世界市场份额,中国还有很大的空间去发展旅游业,增加世界市场份额。 在竞争激烈的国际旅游业市场,旅游目的地的成功不再仅仅取决于自然资源,而更多地取决于运用恰当的营销策略。随着教育水平的提高,旅游者对于文化消费的兴趣日益增加。在旅游过程中,游客们更多的追求精神文化满足和享受。文化营销是有意识地通过发现,甄别,培养或创造某种核心价值观念来达成企业经营目标的一种营销方式。它是展现旅游目的地文化价值观的有效途径经。因此,在旅游业营销中运用文化营销战略一定能够成功营销旅游目的地,增强旅游目的地的国际竞争力,提高旅游业世界市场份额。
[Abstract]:At present, tourism plays a more and more important role in the international economy. Tourism has become a pillar industry in many countries. China is a multi-national country with a long history, it has a bright culture and rich natural resources. In recent years, with the change of tourists' consumption concept, Chinese culture is becoming a major selling point in the international tourism market. China has also become the world's third largest tourist destination after Europe and America. The World Tourism Organization estimates that by 2020, China will receive 137 million inbound tourists, accounting for 8.6 percent of the world market share, ranking fourth in the world. The number of Chinese outbound tourists will reach 100 million, accounting for 6.2 percent of the world market share. Fourth in the world. China's tourism industry is facing unprecedented opportunities. At the same time, China's tourism industry is also facing severe challenges. China's precious cultural resources have not been fully utilized in tourism. There are many shortcomings in China's tourism marketing strategy, which makes the share of Chinese tourism in the international tourism market very low. Compared with the major tourist countries in the world, Europe and America account for 53.3% and 15.8% of the world market, respectively. China still has much room to develop tourism and increase the world market share. In the competitive international tourism market, the success of tourist destination depends not only on natural resources, but also on the use of appropriate marketing strategies. With the improvement of education level, tourists' interest in cultural consumption is increasing day by day. In the process of tourism, tourists pursue more spiritual and cultural satisfaction and enjoyment. Cultural marketing is a kind of marketing method which consciously realizes the business objectives by discovering, discriminating, cultivating or creating some core values. It is an effective way to show the cultural values of tourist destination. Therefore, the use of cultural marketing strategy in tourism marketing can successfully market tourism destinations, enhance the international competitiveness of tourism destinations, and enhance the world market share of tourism.
【学位授予单位】：天津财经大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F591;F592.6
本文编号：2401748
[Abstract]:At present, tourism plays a more and more important role in the international economy. Tourism has become a pillar industry in many countries. China is a multi-national country with a long history, it has a bright culture and rich natural resources. In recent years, with the change of tourists' consumption concept, Chinese culture is becoming a major selling point in the international tourism market. China has also become the world's third largest tourist destination after Europe and America. The World Tourism Organization estimates that by 2020, China will receive 137 million inbound tourists, accounting for 8.6 percent of the world market share, ranking fourth in the world. The number of Chinese outbound tourists will reach 100 million, accounting for 6.2 percent of the world market share. Fourth in the world. China's tourism industry is facing unprecedented opportunities. At the same time, China's tourism industry is also facing severe challenges. China's precious cultural resources have not been fully utilized in tourism. There are many shortcomings in China's tourism marketing strategy, which makes the share of Chinese tourism in the international tourism market very low. Compared with the major tourist countries in the world, Europe and America account for 53.3% and 15.8% of the world market, respectively. China still has much room to develop tourism and increase the world market share. In the competitive international tourism market, the success of tourist destination depends not only on natural resources, but also on the use of appropriate marketing strategies. With the improvement of education level, tourists' interest in cultural consumption is increasing day by day. In the process of tourism, tourists pursue more spiritual and cultural satisfaction and enjoyment. Cultural marketing is a kind of marketing method which consciously realizes the business objectives by discovering, discriminating, cultivating or creating some core values. It is an effective way to show the cultural values of tourist destination. Therefore, the use of cultural marketing strategy in tourism marketing can successfully market tourism destinations, enhance the international competitiveness of tourism destinations, and enhance the world market share of tourism.
【学位授予单位】：天津财经大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F591;F592.6
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