大数据背景下旅游精准营销策略研究

随着现代信息技术的高速发展，现代社会已经进入了大数据时代。在这一时代背景下，许多旅游企业开始实施精准营销，以迎合人们个性化与多样化的旅游需求。文章基于大数据背景，首先对大数据与旅游精准营销进行简要阐述，然后分析了大数据背景下旅游精准营销的困境，最后提出有针对性的策略，以期实现大数据背景下的旅游精准营销。     

DMS,并非简单的"营销"二字!

自有旅游业和旅游学科以来,旅游营销就始终是旅游实践与理论研究的一个重要领域.当今的旅游营销,已经从早期的那种"旅游嫁接传统营销学观点"的泛泛研究走到了一个新的三叉路口:向下不断细化,开始转向研究微观层面的旅游消费者行为;向上则不断整合,尝试建立对区域的整体营销,即所谓旅游目的地营销(Destination Marketing System:DMS),DMS已经成为了时下一个热门话题!DMS作为旅游目的地全面吸引游客注意力的一个系统工程,它决非传统意义上的简单"营销"二字,正确有效地实施DMS需要从理念到执行全方位地反思传统的旅游营销:     

“CPCR”模式在张家界市旅游营销创新中的应用

随着大数据、互联网等先进数字科技以及旅游营销创新理论的出现，湖南省张家界市迫切需要改变旅游营销思路，创新旅游营销模式，拓展旅游目标群体，进一步提升“国际旅游都市”的吸引力和知名度。文章首先阐述了传统旅游营销模式和“CPCR”旅游营销创新模式，然后围绕张家界市在传统旅游营销过程中出现的问题，重点探索“CPCR”旅游营销创新模式应用于张家界旅游营销中的创新思路。     

中国旅游发展笔谈——旅游目的地营销（二）：岂能只见树木不见森林

当前，旅游营销由单纯的产品营销发展到区域目的地整体营销已成趋势，这是中国旅游业发展的必然。与大多数国家从国内旅游到国际旅游的常态发展轨迹不同，中国旅游业是先有国际入境旅游，其后国内游和出境游才蓬勃发展起来，旅游业的发展也逐步由接待事业型向经济产业型转变。与此相应，中国的旅游产品必然有一个从景区、宾馆等简单的旅游设施到旅游带、旅游区域的建设发展过程，这使旅游营销从20年前行业层次的景区、宾馆独闯天下，发展到今天由政府组织、各相关行业、相关部门分工合作的目的地整体营销。     

目的地营销的重中之重——定位

近些年来,有关目的地营销的探讨越来越多地为人们所关注,因为人们从世界各地的大量案例中认识到,一个旅游目的地一旦步入衰退,由此所带来的问题会在整个目的地社会中蔓延,各类旅游企业都会因此而感受到压力.旅游目的地营销工作千头万绪,需要探讨或开展工作的层面很多,但如何去定位一个旅游目的地、如何通过制定有效的定位战略去实现其旅游发展的最大化增长,始终是目的地营销研究和营销工作的核心课题.     

大篷车促销:中国旅游市场营销创新的成功实践--大篷车营销实现从实践到理论的飞跃

旅游大篷车是近些年来我国旅游市场营销的一大创新。国家旅游局组织全国旅游系统先后在欧美等地和日、韩等国家举办旅游大篷车 ,全国各地也已在国内外举办了上百次规模不等的旅游大篷车 ,并取得成功。目前大篷车宣传已渗透到经贸、科技、文化、体育等社会的许多领域。旅游大篷车的成功探索 ,推动了旅游业的发展和进步 ,特别是开创了旅游目的地营销的新范例。本文首次全面总结了旅游大篷车旅游营销活动的广泛性、轰动性、生动性、互动性、叠加性和多层面等六大特点 ,深入分析了大篷车旅游营销管理和运作的模式 ,阐述了旅游大篷车在旅游营销创新中取得的六大突破 ,即战略创新、模式创新、品牌创新、形象创新、市场创新和渠道创新。     

智能化营销在乡村旅游品牌形象推广中的应用——以云南省安宁市雁塔村为例

<正>旅游品牌作为旅游地的代表性符号，能够有效吸引游客，形成持久的旅游竞争力。智能化营销作为一种新型的营销模式，具有提高营销效率的作用，适用于乡村旅游品牌形象推广。文章以云南省安宁市雁塔村为例，首先分析了智能化营销的概念、分类、优势及其在乡村旅游品牌形象推广中的作用，然后对雁塔村的旅游资源特点进行了分析，接着提出了智能化营销在雁塔村旅游品牌形象推广中的应用策略，包括建立雁塔村乡村旅游品牌形象、利用新媒体平台进行内容营销和口碑传播、运用大数据分析和人工智能技术提供个性化和差异化的旅游产品和服务、建立雁塔村乡村旅游智慧管理平台等，最后总结了研究内容并指出了研究的不足和改进方向。     

山东省济南市南部山区乡村旅游新媒体营销策略研究

<正>新媒体的运用为乡村旅游提供了契机，“互联网+乡村旅游”成为了新的乡村旅游营销方式，可以优化乡村旅游品牌形象，提高旅游市场竞争力，从而促进乡村振兴。文章以济南市南部山区为例，针对其乡村旅游新媒体营销现状，指出其中存在的问题，进而提出优化策略，希望对济南市南部山区乡村旅游的发展有所帮助，以加快乡村振兴的进程。     

论旅游地产中地标建筑对体验式营销的影响

<正>旅游地产主要依托旅游景区的自然环境与人文资源而建，结合现阶段消费者的心理需求，可以采用体验式的营销策略促进旅游地产营销。在体验式营销策略中，地标建筑的建造至关重要，其是决定体验式营销是否成功的决定性因素。文章以河北省秦皇岛市阿那亚社区旅游地产为例，详细分析旅游地产中地标建筑对体验式营销的影响，以供参考。     

试论散客旅游心理及管理营销

<正>随着旅游业的不断发展，散客旅游已成为当今旅游市场的一大热门话题，受到了各方的高度重视。散客旅游凭借独立、灵活、多元的特点，可以为游客提供个性化的体验，但与此同时也面临着一定的挑战。因此，为了更好地推动散客旅游的发展，旅游从业人员需要深入了解散客旅游与团队旅游的差异，并结合散客的心理特征，进行精准的管理和营销。     

The consequences of forty years of tourism growth

Leisure travel has become a major lifestyle in the United States since World War II. This paper describes the social, economic, and technological changes that have been adopted by the industry and society during three eras of travel evolution. A synoptic view of the development of travel is provided by a review of five travel industry components: transportation, attractions, facilities and services, information, and the consumer. Emphasis is placed on the consequences of the adoption of major social and technological innovations that have impacted this vibrant industry and will continue to do so in the future. The paper concludes with eight observations on the present and future status of leisure travel in the United States.     

The perceived impact of tourism by residents a case study in Santa Marta,Colombia

Studies of the local population's perception of tourism impact are useful in setting up programs to minimize friction between tourists and residents, and in formulating plans to gain resident support of tourist ventures. This study identifies the positive and negative aspects of tourism as perceived by the Santa Marta residents, and the influence of selected variables on resident response. It is hypothesized that the perception of tourist impact varies with the distance a person lives from the tourist zone and with the resident's socio-economic status. It is found that despite the perception of some serious negative aspects, Santa Marta residents consider the overall impact of tourism to be beneficial. They want their government to offer more economic incentives and eliminate any restrictive measures in order to stimulate tourism in the area. The positive attitudes of the Santa Marta residents toward tourism may be a function of the incipient stage of tourism development in this area.     

A tourist space-time budget in the Shetland Islands

This paper addresses the need to better understand tourist pressure in selected regions of the Shetland Islands, United Kingdom, using measures of space, time, perception, region, and core-periphery. Normally an economic theory, core-periphery was applied in the context of this study as a locational and mental construct in examining tourism group movement (behavior). Respondents were placed into two groups on the basis of their activitybased motivations for visiting Shetland and asked to complete a daily space-time budget regarding their use of attractions, facilities, accommodation, and transportation. It was discovered that both groups differed marginally in their space-time use of the aforementioned variables within the various regions of Shetland.     

The failure of ‘control’ in the hospitality industry

This paper explores the relationship between the literature on the issue of control and the realities of the hospitality industry. Management control is related to the unsanctioned entrepreneurial activities of operatives (illustrated by the ‘taxi scam’), the failure of computer systems used to control operatives, and the failure of the hospitality industry to exploit the potential of the new technology. The paper suggests that management's (and a significant part of the literature in this area) failure within hospitality is linked to the perception of the role of the hospitality manager as one of policing the industry.     

Discrimination in public recreation: Attitudes toward and participation of females

Historically, women have been discriminated against in a number of ways. In recreation, the same is true. This study, carried out among Ontario recreation administrators, reveals male‐female differences in wages, responsibility, participation and programs. A number of alternatives and suggestions for change, including both legislation and economic sanction, are given in the report, along with a number of possible directions for future research.     

IMPACT OF AN ECONOMIC CRISIS Evidence from Turkey

This paper evaluates the impact of the 2001 economic crisis on the tourism industry in Turkey. The research findings reveal that neither the government nor private organizations had any plans for dealing with the crisis before or after the event. It had both negative and positive impacts although its benefits were often overlooked. The overall implication of the study is that national culture, the level of economic development of a country, the availability of financial resources, and the ability and knowledge of its government officials and managers of private firms have a direct impact on how such an event is responded to and managed.     

Serious pilgrims and frivolous tourists the chimera of tourism in the pilgrimages of Sri Lanka

Two important and recently developed currents of pilgrimage in Sri Lanka—the appearance at certain sites of fun-loving and raucous Sinhalese youths, and at others of wealthy Tamil Hindus interested in temple architecture—would appear to be well explained by the concept of tourism. On closer inspection, however, this appearance can be shown to be illusory and to disguise the real meaning of these behaviors within indigenous Sri Lankan modalities of pilgrimage. The paper explores the meaning and utility of the terms “tourism” and “pilgrimage,” and concludes by offering a more useful definition of them than the ones our language persuades us to employ.     

Hosts, guests and politics: Coastal Resorts Morphological Change

Resort morphology goes through a predictable sequence of stages: from pre-tourism low through high-density development to an urbanized state. Three elements are considered essential in such coastal resorts change: hosts, guests, and politics. Using historical data from the mass-developed Greek island of Crete, ten principal characteristics are identified as determinants of the morphological change of coastal resorts. A temporal model of unplanned change is also proposed. Although the study was constrained by limited data availability, the proposed model is deemed able to represent the morphological change of Cretan mass-developed coastal resorts.     

Politics and tourism interface: The Case of Cyprus

The Cyprus tourism industry has had to be sensitive to the political problems between Turkish and Greek Cypriots. Federation is considered to be a partial solution to the problems. This paper evaluates the influence of politics and nationalism on the tourism planning and development under a possible federal constitution. The views of Turkish and Greek Cypriot participants from private and public organizations are studied through semistructured interviews. The findings suggest that any future planning and development is likely to be a complex undertaking, as the two societies tend to have different sets of objectives and expectations.     

Towards Strategic Intent: Perceptions of disability service provision amongst hotel accommodation managers

The tourism sector globally has become increasingly mindful of how an ageing population is reshaping service provision forms and offerings. This being particularly true of accommodation operations where there is a now a growing recognition of the commercial value for providing market groups with exceptional service. With this in mind, this study sought to ascertain the perceptions of managers in the accommodation sector towards disability service provision with a view to identifying any current service gaps or failings. An inductive, qualitative approach was used with the data collection phase incorporating a series of one on one interviews and a focus group. The in-depth interviews were conducted with 10 managers of hotels deemed to have accessible rooms that complied with the relevant building codes and standards. A focus group comprised 22 managers of hotels located in the Sydney central business district, Australia. Study findings revealed five key themes that had not been previously discussed in the literature. They were: inclusive attitudinal approach; safety; the responsibility of people with a disability to communicate their needs to the hotel; perceptions of accessible rooms by the general public; and operational processes. Related themes that emerged from the data analysis that had previously been aligned with the literature included: legislative responsibility, policy and building codes; disability as a market segment; staff awareness/training; and language, marketing, and promotion information. Implications with respect to management of accessible rooms in the accommodation sector are outlined and further areas of research are proposed.