入境旅游客源市场与营销策略研究——以徐州市的入境旅游为例

以历史文化名城徐州市为例 ,从旅游动机、消费结构、信息渠道与产品评价等方面 ,分析了徐州市的入境旅游客源市场特征 ;从目标市场定位原则出发 ,研究了徐州市入境旅游客源市场的定位方略 ;提出了徐州市的入境旅游客源市场的营销策略 ,如旅游形象营销策略、区域整合营销规划、公众营销宣传形式以及旅游重点促销方案等

The Inbound Tourist Origin Market Features and Marketing Tactics

Taking historic and cultural city of Xuzhou for an example, this article analyzes the inbound tourist origin market features such as tourist motivation, consumption structure, information channel and product evaluation. The aim orietation strategies of inbound tourist market are studied from the points of view of aim market position. As a result,the article puts forward the marketing tactics such as tourist vasualised marketing policies, regional conformity marketing planning, mass marketing propoganda formats and tourist key promotion schemes.