Hainan tourism to explore the road of network marketing

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Hainan Provincial Party committee secretary Weiliucheng The Fifth Party congress in Hainan Province, said: "Tourism is our province's most unique, most potential and competitive industries, and vigorously develop tourism as the leading modern service industry, is to achieve long-term development of Hainan, sustainable development of the inevitable choice." "In the new era, Hainan tourism marketing strategy, should be fully combined with Hainan tourism development strategy objectives, to carry out targeted marketing to achieve better results."

Recently Hainan Province also proposed the establishment of "Hainan International Tourism Island Comprehensive test Area" strategic objectives, and further expand the opening of Hainan tourism, so that Hainan become a new channel for foreign tourists to enter China, become a new platform for China to participate in international tourism competition, the construction of Hainan as the world's first-class island resort and leisure tourism This puts forward higher request to Hainan tourism marketing.

The establishment of "Hainan tourism industry" marketing concept, is to Hainan Island as a whole marketing, to achieve the overall brand promotion of tourism destinations. In the development and marketing of tourism market, we should gradually get rid of the single mode of resource and product opening, constantly introduce more mature market analysis methods and standards, and constantly show the tourism image through the activities with extensive influence, and enrich the connotation of the tourism market. At the same time, to co-ordinate planning, integration of resources, build Hainan tourism promotion platform, encourage city counties and enterprises to do propaganda and promotion, forming the whole province linkage, up and down combination, unified coordination of the big marketing pattern, to create a good overall brand image of Hainan tourism.

In tourism marketing, tourism products are the basis of marketing, no products, marketing has become a roots. Therefore, only according to different product types to determine different marketing strategy, can be effective. At present, only by means of targeted network marketing, can gradually promote Hainan tourism products, further let domestic and foreign tourists know Hainan tourism booming momentum.

Hainan tourism industry has entered the stage of rapid development, the upgrading of industry is the trend of the general situation, the overall upgrade of the industry transformation, will lead to product transformation, customer transformation, demand transformation, social transformation, information transformation linkage, and in this series of transformation, the market will not only play a role in the bridge, It is also the main sign of success of the transformation and upgrade.

To speed up the transformation and upgrade of tourism industry, we must first fully grasp the development model and build tourism products, at the same time, we should comprehensively shape the new image of Hainan holiday tourism, attract high-end tourists, to achieve key breakthroughs. To the key cities and counties, key enterprises and key products tilt support, improve the core competitiveness of Hainan tourism and form a prominent competitive advantage, to achieve Hainan tourism in the foreign key market breakthrough, in Hong Kong, Macao Market, a major transformation in the domestic market to upgrade. In order to truly realize the five major transformation of Hainan tourism: from the team-oriented to the bulk of the transition, from tourism-oriented to vacation-oriented transformation, from the number of expansion to the main benefit and quality of the transformation mainly from domestic tourists mainly to the overseas tourists, mainly from the low-end tourists to high-end tourists mainly transition.

Judging from the intrinsic demand of Hainan's tourism industry upgrading and the objective need of external competition, in the development stage of the overall transformation of Hainan's tourism industry, only by changing the traditional, fragmented and passive marketing mechanism can we establish a new promotion mechanism of market innovation, scale effect and initiative attack. In order to meet the challenges posed by the great development of Hainan tourism industry. At the same time, we should comprehensively integrate marketing force, form multi-level, omni-directional, multi-channel promotion, form the tourism marketing chess of the whole province, and establish a perfect marketing mechanism to realize the good marketing mechanism of the government to do the image, the enterprise to do the product and the tourism bureau. On this basis, we should fully promote the construction of all elements of tourism destination image, organize and design a series of high-quality Hainan tourism promotional materials.

Since the construction of Hainan province began to accelerate the development of tourism, Hainan's tourism marketing and tourism service system is based mainly on service team guests, the service system is very imperfect, many scattered guests can not easily find attractions, accommodation, cars, air tickets, food and other related information, and give up the self-help tour. From the 2006 Spring Festival and the "51" Golden Week of the overall tourism situation, the bulk accounted for more than 60%, Hainan tourism is from the former team-oriented tourism gradually changed to a casual tourism-oriented travel. According to statistics, tourists from the driving tour of Hainan constitute a fresh force of the scattered guests. During the Golden Week of the spring Festival, Hainan car rental company near thousands has been robbed before the festival, into the island's self-driving also reached 12,000 vehicles, an increase of 20%. These vehicles not only include the neighboring Guangxi and Guangdong vehicles, but also many of them from Hong Kong, Macao, Yunnan, Fujian, Hunan and other land to Hainan for their own driving tour. However, with the gradual transformation of the tourist organizations in Hainan, Hainan's Free People reception service system is relatively lagging behind, from the advisory service point to the tourist signs, tourism guides are not enough, tourism information is less and less access to the "network" of this new channel of communication should arouse the attention of relevant departments.

To sum up, win online (www.hnqiying.com) expert analysis: The combination of electronic network and tourism, Hainan tourism is still in the level of shallow cooperation. Take the website of the travel enterprise is an example. At present, the Web site of various tourism enterprises because of less online transactions, information updates speed are relatively slow, most of the site in the form of fake, and some even become a "dead" site. Therefore, the use of "network" in Hainan tourism is only just beginning, there is still a lot of space, the study of Hainan tourism and network combination of Hainan tourism development has become an imminent issue.