本論文圍繞牙買加的旅游業(yè),以及如何通過價格、地點、產(chǎn)品和促銷等緩解因素的相互作用,制定營銷計劃,吸引中國出境游客來牙買加旅游。本論文專門研究了牙買加的旅游產(chǎn)品及其在中國出境旅游者中的品牌認知度和吸引力水平,目的是針對中國出境旅游者來牙買加旅游的情況,制定一個針對中國出境旅游者的營銷計劃。通過發(fā)放調(diào)查問卷,對潛在的中國出境游客的行為和消費習(xí)慣進行了調(diào)查,并對調(diào)查結(jié)果進行了分析和解讀,得出了明確的結(jié)論。這得到了旅游領(lǐng)域權(quán)威專家的文獻支持。調(diào)查的結(jié)果很有意思,在296名受訪者中,僅有17%的受訪者（即50人）對牙買加的存在有一定的了解。筆者在與中國國民的日常交談中也發(fā)現(xiàn),他們中的一些人知道牙買加的產(chǎn)品,如藍山峰咖啡等,但大多數(shù)人認為牙買加位于非洲大陸。調(diào)研也不是沒有挑戰(zhàn),其中最主要的是沒有針對中國出境旅游者的現(xiàn)有營銷計劃。由于這一局限性,本研究無法實現(xiàn)其目的之一,即分析現(xiàn)有的策略并找出改進的方法。缺乏有關(guān)中國國民赴島旅游的數(shù)據(jù),如年齡分布、旅行目的、旅行時間等,是作者要克服的主要障礙。通過研究,筆者推測,牙買加旅游行業(yè)的利益相關(guān)者還有很多工作要做,以利用蓬勃發(fā)展的中國游客市場。調(diào)查還顯示,牙... 

【文章來源】：江西財經(jīng)大學(xué)江西省

【文章頁數(shù)】：113 頁

【學(xué)位級別】：碩士

【文章目錄】：
Acknowledgement
ABSTRACT
摘要
1 INTRODUCTION
    1.1 Background and Significance of the Study
    1.2 Literature Review
        1.2.1 Tourist Defined
        1.2.2 Marketing to Chinese Outbound Tourists
        1.2.3 Creating the most Suitable Market Mix
        1.2.4 Theoretical Framework of Destination Image and Destination Choice
        1.2.5 Comments on Literature
    1.3 Structure of the Thesis and Methodology
        1.3.1 Research Methodology
        1.3.2 Quantitative Analysis
        1.3.3 Sample Size and Period of Data Collection
        1.3.4 Questionnaire
        1.3.5 Limitation of the Research
        1.3.6 Research Question and Hypothesis
2 AN OVERVIEW OF JAMAICA’S TOURISM INDUSTRY
    2.1 Jamaica's Tourism Industry
        2.1.1 Accommodation
        2.1.2 Transportation
        2.1.3 Attractions and Tours
        2.1.4 Dinning& Entertainment
        2.1.5 Support Services
    2.2 Key Resort Areas in Jamaica
        2.2.1 Parish Kingston
        2.2.2 Parish St.James/City-Montego Bay
        2.2.3 Parish Westmoreland/City-Negril
        2.2.4 Parish St.Ann/City-Ocho Rios
    2.3 Market Summary（2018）
3 SURVEY OF CHINA’S OUTBOUND TOURISTS CONSUMPTION BEHAVIOR
    3.1 China's Outbound Tourists
        3.1.1 Where they are from
        3.1.2 Where they are going
    3.2 Demographics of the Chinese Outbound Tourists
    3.3 Behavior and Habits of the Chinese Outbound Tourists
        3.3.1 Before Travel
        3.3.2 During Travel
        3.3.3 After Travel
    3.4 Analysis of Data
4 S.W.O.T ANALYSIS OF JAMAICA’S TOURISM INDUSTRY TOWARDS CHINA’S OUTBOUND TOURISTS
    4.1 S.W.O.T Analysis
        4.1.1 Strengths
        4.1.2 Weaknesses
        4.1.3 Opportunities
        4.1.4 Threats
5 PROPOSED MARKETING PLAN OF JAMAICA TOURISM INDUSTRY TOWARDS CHINA’S OUTBOUND TOURISTS
    5.1 Proposed Marketing Plan
    5.2 Online Marketing Strategy
        5.2.1 Introduce Tourists Information in Mandarin
        5.2.2 Engage the Target Audience Through Chinese Search Engines
        5.2.3 Ramp up Social Media Marketing Efforts
        5.2.4 Implement Programmatic Ads Push-Pull Strategy
        5.2.5 Attract and Maintain a Presence with Chinese mobile app users
        5.2.6 Partner with Providers of Electronic/Mobile Payments such as Digital Wallets
6 CONCLUSION & RECOMMENDATIONS
REFERENCES
APPENDIX



本文編號：2988090