成都国际旅游营销的市场细分与定位研究

城市国际旅游市场营销必须建立在科学的需求分析预测基础上,才能确保后续管理活动的正确和高效.本文基于对海外10个国家和旅居国内4城市的外籍人士的问卷调研,聚类分析出成都市国际旅游客源的5大细分市场,阐明了各目标市场的类型特征及其相应的产品结构性开发,并就成都实际提出了整合旅游营销传播的市场定位体系.     

Using Twitter Data for Cruise Tourism Marketing and Research

The need to understand how social media affect the hospitality and tourism field has increased. This paper discusses and demonstrates social media analytics using Twitter data referring to cruise travel. This research also includes an in-depth analysis of tweets by three types of user groups: commercial, news/blogs, and private. The results show that not only were words related to travel, destination, industry, and emotion most frequently used in composing tweets, but celebrities, professional bloggers, cruise lines, and travel agencies actually led major subgroups on cruise topics on Twitter. Based on such findings, this study provides feasible marketing strategies.     

论旅游目的地联合营销的理论基础及其对中国的启示

时于以旅游经济为支柱的地区来说,目的地营销一直是一项极具挑战性的任务.联合营销可能为目的地旅游组织解决这一挑战提供有效的路径.本文以组织关系理论为基础,探讨和阐述旅游目的地联合营销的先决条件、动机成因、合作过程和预期成果,并对其理论和实战两个层面的影响进行阐述.     

Exploring Marketing Strategies for Culinary Tourism in Hong Kong and Singapore

This study focused on Hong Kong and Singapore and sought to explore culinary tourism development and marketing strategies and contents. The study also analyzed the framework of marketing strategies for developing culinary tourism from a resource-based theory perspective. The methodology primarily involved in-depth interviews with strategy planners on tourism boards and content analysis of academic documents and official publications on tourism as means for exploring marketing strategies for culinary tourism in Hong Kong and Singapore. The results showed that, although Hong Kong and Singapore do not have abundant natural resources to develop more diverse tourism experiences, they do have a diversified dietary and cultural background, and with a combination of tourism and creativity they could develop culinary tourism that is innovative, diverse and likely to attract attention. The public and private sectors could form strategic alliances to enhance the attractiveness of tourism through different marketing strategies and thereby present an image of the destination's culinary culture.     

Best Practice Marketing for Regional Tourism Destinations

This article reports on destination marketing best practices from 21 regional destinations around Australia. The results advocate an integrative approach to destination marketing that aligns with destination management and development objectives. From this, a framework is developed, within which nine best practice principles are identified as essential to successful and sustainable marketing of regional destinations. The key initiatives used to achieve success are discussed in detail, highlighting the need for destination stakeholders to foster a cooperative and strategic approach and ensure consistent design and delivery of a destination brand and image which is supported by tactical advertising and promotional strategies, effective visitor information services, and events to support the destination brand and image to target appropriate visitor markets.     

Differences in Tourism Marketing Strategies Between Wineries Based on Size or Location

While the number of United States wineries has doubled and wine production tripled, only three states represent the majority of wineries and wine production. Yet, small wineries must contend with similar production issues that larger wineries face: cultivation of grapes, fermentation of juice, and finally bottling of the product.By comparison small wineries face an even tougher challenge—attracting consumers' attention to their products, much of which must be sold directly to consumers at the winery. These cellar door sales account for substantial dollar and case volume and are particularly lucrative.This study examined the relationship in off‐site and on‐site marketing strategies based upon winery size and location. The results indicated differences in tourism marketing strategies particularly with wine education at rural wineries and food/wine pairing techniques at larger wineries.     

Asian Wave in Travel and Tourism Research

Although numerous tourism-related articles have been published by authors affiliated with Asian universities, operationalized here as the “Asian Wave,” little research effort has focused on examining such authorship. Adopting a publication counting method, this study analyzes articles published in four top tourism journals from 1999–2008 that are either Asia-focused or co-authored by researchers from Asian universities. The results reveal that both Asian research productivity and Asia-related contributions have increased over time, although there have been few inter-Asia and international research collaborations in the past decade. A discussion of the Asian Wave and suggestions for its further growth are provided.     

Malaysia's Tourism Development and Marketing

Abstract

Malaysia has proven itself as one of the most successful and fastest growing economies in Southeast Asia. Being one of the world's greatest undiscovered and unexplored countries, there exists a vast tourism development potential in Malaysia. The Malaysian government in recent years has placed unprecedented importance on the role of tourism in its economic development process. This article reviews recent developments in tourism development and marketing efforts in Malaysia.     

金融危机背景下政府旅营销研究

面对金融危机给旅游业带来的不利局面,各地政府纷纷出台措施提振旅游业。短时间内,各地以"旅游券"为载体、以降价促销为主要手段的政府旅游营销迅速缓解了旅游业所面临的巨大压力,起到了立竿见影的效果;长远来看,各地政府在应对危机中所采取的旅游营销举措也暴露出一些系统性缺陷。本文根据无锡调研数据,研究国民休闲旅游与目的地营销因素间的关系,分析发现:价格因素只是旅游者进行旅游决策时考虑的因素之一,降价促销只有与广告宣传、节事活动、目的地形象口碑、服务体验质量等因素相结合才能更好的发挥作用。本文根据旅游者人口统计和营销响应特征对目的地休闲旅游市场进行细分,并在此基础上系统提出当前目的地政府旅游营销策略。     

影视旅游:旅游目的地营销推广新方式

电影电视中出现的旅游目的地会影响旅游者的旅游兴趣,促成旅游行为。绝大多数现有文献是研究影视旅游对于目的地旅游者数量和对旅游者决策过程的影响和作用,也有探索影视作品对于旅游目的地旅游形象的影响的。由此说明影视旅游是可以作为一种推广旅游目的地的营销新方式。影视旅游之所以成为营销工具,相关旅游地的旅游形象在其中起了重要作用。本文在现有文献理论和实证研究的基础上,分析论述了影视旅游作为营销方式的特点和原理,结合影视作品的拍摄和放映两个阶段,探讨了在每个阶段影视旅游营销工作的重点和形式。     

国外旅游目的地营销研究综述

本文对国外旅游目的地营销研究进行综述.近10年来国外研究主要涉及旅游目的地形象、旅游目的地营销组织、旅游目的地促销、信息技术与目的地营销4大方面.文章在简要评述我国旅游目的地营销研究现状的基础上,结合国外研究情况,认为强化实证研究及定量分析、旅游目的地品牌及定位研究、旅游目的地营销组织、信息技术的促进作用和旅游目的地营销绩效评价应是我国近期旅游目的地营销研究的主要方向.     

Partnerships in International Travel and Tourism Marketing: A Systems-Oriented Approach Between Australia,New Zealand,Germany and the United Kingdom

Abstract

Little empirical research has been conducted about international partnerships between travel and tourism organisations, airlines and their intermediaries such as wholesalers and travel agents. Nevertheless, these partnerships are important because tourism is becoming more international and most destinations have to compete at a global level. Moreover, both producers and intermediaries are increasingly using information technology to increase their knowledge and relationship with customers. Thus this research set out to develop and empirically confirm a systemic model of these partnerships and four related research objectives. The methodology involved multiple case studies based on in-depth interviews with key players in Australia, New Zealand, the United Kingdom and Germany. The first outcome is a confirmation of the systemic model. In addition, the findings show the reasons for engaging in partnerships and the scope for further partnerships among the industry players. As well, the findings show that while ‘disintermediation’ may occur because of the advancement of communication technology, the linkages between travel and tourism organisations, airlines and intermediaries are still significant. Our framework can assist public and private travel and tourism organisations to mutually develop and manage marketing strategies and tactics for overseas markets.     

Contract Disputes in Travel and Tourism: When the Online Deal Goes Bad

Abstract

This article explores e-commerce contract liability and its impact on the travel and tourism industry. Topics such as, what constitutes a legally-binding contract, and the various methods of accepting contracts online, such as click wrap and electronic signatures, are discussed. Jurisdiction issues particularly pertinent when considering liability related to travel and tourism products are addressed. Numerous tourism related liability cases are cited. The article concludes with recommendations for travel and tourism e-commerce businesses for limiting contract liability.     

Industry-region Position and Economic Performance of Travel and Tourism Service Industry: An Agglomeration Perspective

Numerous studies have attempted to examine industry performance from an agglomeration perspective. However, many are still focused on the manufacturing sector. This study examines the travel and tourism service industry's economic position using an agglomeration perspective and whether this relates to its economic performance. This study discovered that, apart from being related to its intra-region position relative to other industries within the region, the economic performance of an industry in a region is also related to its intra-industry position relative to other distributive regions within the industry and to its national geographical concentration. A more significant finding is that regardless of either the intra-industry or intra-region position of the industry in a region, enhancing agglomeration not only increases competition and profit erosion but also improves labour productivity. For employment creation, it is more effective to develop an industry with more uniform national geographical distribution.     

中国出境旅游发展及其影响的初步研究

出境旅游持续快速增长,国际旅游双流格局渐次形成,是当前中国旅游业国际化的主要表现.出境旅游发展会改变国际旅游收支关系,但是,即使出现旅游赤字,也不一定对宏观经济产生负面作用.出境旅游发展会刺激中国入境旅游增长,促进旅游企业的跨国经营,有利于提升中国旅游产业的整体素质.当前,政府无需对出境旅游加以直接规制,但需要采取多种跟进措施.     

旅游大省旅游业发展实力比较--兼析广东旅游业的发展实力

旅游业发展实力是一个综合的概念，本文主要从总量、质量、效益和成长力4个方面构置了区域旅游业发展实力的指标体系，就广东、北京、上海、福建、江苏、浙江、云南、辽宁、陕西、山东等10省市进行发展实力的对比分析：广东与北京实力最强；上海、江苏、浙江其次；云南后来居上；辽宁、福建、山东、陕西居第四层次。最后对广东的旅游业发展优势与问题进行了初步分析与探讨。     

关于洛阳旅游产品营销之研究——面向日本国际旅游市场旅游产品的设计

本文提出洛阳市应将玄奘故里,关林,杜甫坟墓加以适宜的规划并和龙门石窟形成主要旅游产品,以吸引日本游客,并制定了相应的营销方案。     

A Gay Tourism Market

ABSTRACT

There is a commonly held view that gay men, in particular, are frequent and intensive holiday-makers. This is explained by reference to distinctive characteristics relating to income and leisure time and to distinctive values and attitudes. Gay men's travel patterns are believed to be unique and such as to offer good prospects to those, such as tour operators and hoteliers, willing to target this market. The evidence for these beliefs is examined in this article. Many of the assertions are based on limited-coverage survey samples; recent US evidence suggests that the very positive views of the economic status and distinct purchasing patterns of gays are exaggerated. It is, nonetheless, apparent that there is a market segment that it is 'economic' to target but which is unlikely to be representative of gay men. It is apparent that existing surveys are incomplete and are an inappropriate basis for targeting the gay consumer. The article also includes a discussion of marketing approaches to which, it is claimed, gay men are responsive. Whilst the targeting of the gay tourism market does have the effect of validating gay lifestyles, the article includes discussion of other more negative issues that may flow from the perpetuation of the 'myth' of the affluent, care-free gay con-sumer. These include issues such as the generation of a false sense of liberation and distraction from the pursuit of more fundamental aspects of equality. Lifestyle marketing in the context of the gay tourism market has wider and significant implications than those that are usually of direct concern to the marketer; they reach to the core of the nature of homosexuality and its acceptance in society.     

Knowledge Dissemination in Tourism Education: A Case of Tourism Marketing

ABSTRACT

Knowledge dissemination among tourism stakeholders is vital to the overall development of tourism. Yet, this topic has been underinvestigated in past tourism literature. Taking the courses on tourism marketing as an example, this study examined what and how knowledge is being disseminated in the classroom. Based on the Sender-Message-Channel-Receiver (SMCR) model (Shannon, 1948 Shannon, C. E. 1948. A mathematical theory of communication. Bell System Technical Journal, 27(379–423): 623–656. [Crossref] , [Google Scholar]), the current study analyzed 43 tourism marketing syllabi to identify the senders and receivers of knowledge, knowledge being conveyed in the classroom, channels of communication between educators and students, and feedback of communication received from students. It is suggested that the study may help tourism scholars gain state-of-the-art knowledge of the content and formats of tourism marketing courses and facilitate knowledge dissemination in the tourism domain.     

Analyzing the Use of TV Miniseries for Korea Tourism Marketing

The number of Taiwanese visiting Korea hit a record high in 2004, accounting for a 65% increase over the previous year and taking the first place in destination of departure nationals. Tourism data from 1999 to 2005 also indicates that the total number of tourists visiting Korea has grown steadily. Korean TV miniseries have likely contributed to an increase in tourists visiting Korea. The phenomenon is worth studying in depth. Therefore, the study first classifies tourism induced by Korean TV miniseries. Then, it examines how South Korea executes place marketing to attract tourists and how Korean TV miniseries use product placement to attract tourists to film locations is discussed.