國際旅游業(yè)文化營銷策略研究
發(fā)布時間：2019-01-05 11:49
【摘要】：目前,旅游業(yè)在國際經(jīng)濟中扮演著越來越重要的角色。旅游業(yè)在許多國家已經(jīng)成為支柱產(chǎn)業(yè)。中國是一個有著悠久歷史的多民族國家,它擁有璀璨的文化和豐富的自然資源。近年來,隨著游客消費觀念的轉(zhuǎn)變,中國文化正成為國際旅游市場上的一大賣點。中國也變成了繼歐洲和美洲之后的世界第三大旅游目的地。世界旅游組織預計到2020年,中國將接待入境游客1.37億人次,占世界市場份額的8.6%,居世界第四,中國出境游人數(shù)將達1億人次,占世界市場份額的6.2%,居世界第四。中國旅游業(yè)發(fā)展正面臨前所未有的機遇。與此同時,我國旅游業(yè)也面臨著嚴峻的挑戰(zhàn)。中國珍貴的文化資源并未在旅游業(yè)中得到充分利用。中國旅游業(yè)營銷戰(zhàn)略中存在的諸多不足使得中國旅游業(yè)在國際旅游市場中所占的份額極低。與世界旅游大國歐洲和美洲相比,分別占53.3%和15.8%的世界市場份額,中國還有很大的空間去發(fā)展旅游業(yè),增加世界市場份額。 在競爭激烈的國際旅游業(yè)市場,旅游目的地的成功不再僅僅取決于自然資源,而更多地取決于運用恰當?shù)臓I銷策略。隨著教育水平的提高,旅游者對于文化消費的興趣日益增加。在旅游過程中,游客們更多的追求精神文化滿足和享受。文化營銷是有意識地通過發(fā)現(xiàn),甄別,培養(yǎng)或創(chuàng)造某種核心價值觀念來達成企業(yè)經(jīng)營目標的一種營銷方式。它是展現(xiàn)旅游目的地文化價值觀的有效途徑經(jīng)。因此,在旅游業(yè)營銷中運用文化營銷戰(zhàn)略一定能夠成功營銷旅游目的地,增強旅游目的地的國際競爭力,提高旅游業(yè)世界市場份額。
[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.
【學位授予單位】：天津財經(jīng)大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F591;F592.6
本文編號：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.
【學位授予單位】：天津財經(jīng)大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F591;F592.6
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，本文編號：2401748
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