The eight mistaken ideas of tourism marketing

Misunderstanding one, only knows the plan, does not know the plan

Many scenic areas and urban construction, only know planning not planning. This is the cause of the system. Planning has entered the administrative process, and planning is still wandering outside the door, which is one of the major reasons for our government's waste of decision-making. According to the World Bank estimates, the "75" to "95" period, the loss of investment decisions caused by losses in the amount of money lost about 400 billion to 500 billion yuan. There is reason to believe that most of these are not caused by planning vacancy! All of these investments are beautifully packaged, and none of these projects can be planned. But because of the planning, we think of Gao gets, in seemingly scientific and reasonable planning guidance, we did how many absurd things!

Bosses and government departments in order to develop tourism, only the first planning to approve the project, this is an administrative procedure. But it's often taken as a marketing process, planning to finish, the boss and officials, or to save money, or do not know the importance of planning, direct planning when planning to guide the development and construction and marketing, the results can be imagined, investment decision-making errors will become scapegoats, all investment decision-making errors almost all fall into the "planning vacancy Errors" and "Planning is not in place."

Each of us embarked on a city and a scenic area planning and planning, I always talk to decision-makers with a point of view: There is no planning guidance of the construction is disorderly, no planning guidance plan is disorderly.

"Planning" As the name suggests is to "advise", "planning" as the name suggests is "according to the planning of the design", "construction" as the name implies is "according to the Planning and design construction"

Planning, hanging on the wall, planning, marketing, talking.

Planning to see officialdom speak, planning to see the market talk, this is the fundamental difference between the two.

We planned every project, almost all of the early planning, but the government and the boss after the tiger to eat the days can not be, even many grassroots officials told me: "To tell the truth, these plans I do may be better than they do!" "We take a look, most of the planning is a material collection book." This is equivalent to the lettuce bought, classified washing, there is no feeding cooking, these plans only play a role in the purchase of vegetables, washing vegetables, cooking also rely on planning to complete, the last to be a food served on the table to consumers.

Now with the all-round infiltration of the market economy process, the government also began to pay attention to planning and marketing, so look at the government's face to act as some planning units also began to dabble in planning, they told the government, our plan also contains planning, a fee includes planning and planning, kill each other, package your benefits! We often hear an idiom called to take over, the hotel to buy food can replace the chef's work? The chef can wash vegetables, but it is common sense that the vegetable-washing workers can't cook.

There are two basic problems in planning, one is the thousand and the other is out of the market. A lot of planning is done to give people a sense of déjà vu, most of the product project is not a creative flat, or copy. Most of the planning is the college teachers and students to complete, not deep understanding of the market, its works have cultural connotations, but lack of the vast number of consumers and human nature of the research, lack of marketing experience, resulting in tourism projects lack of market competitiveness.

Say the key point, planning and planning is desperate! Good planning, this city a hundred thousand of people can rely on our planning to bring about the effect of eating food, planning and planning do not do well, people have a few billion into no effect, which is tantamount to the death of hundreds of lives, so planners and planners is in the "desperate", play well is to save people, play bad is killing! So planners and planners must have a high degree of responsibility. You can play and play.

Myth Two, five one, five steps down

The so-called five one, is to make a film, a set of books, do a CD-ROM, sing a song, engage in a festival. This is a lot of city government development tourism "old five strokes", our government's learning method is to study, the innovative way is copy copy, so this set of "magic weapon" in the government department is very popular, almost as long as the new boss will use.

The law of marketing is familiar with the emergence of contempt, the same thing more, people numb, it will not work. In the late 50 Dali, Stone Forest made two films, a call "five golden Flower", a called "Ashima", the two tourist cities to make fire, so the national city began to dig their own cultural theme of the film marketing, this routine played for half a century, until today is also our officials as a magic weapon, it is inconceivable! How high is the success rate of a movie with a live city? 60 years after the founding of the nation, no more than 10! This low probability marketing campaign Our leaders are flocking to, investment decision-making mistakes will recur.

After several decades of five one to build, now almost every city has its own set of books, a CD-ROM, and warmly sent to visit the guests, who do not say my hometown good! Want to let others take back to put on the bookshelf, who knows the guest turns to lose, the disc also will not really someone take back to see, these two things final destination is the waste purchase station. It's a waste! Each of us to do a project planning, will let party a large number of books and materials, but the completion of the project will be sent back to party a, because it is useless to leave, lost a pity. Low Carbon Society, suggest that we make some waste less, books and CD-ROM is not not can not do, the proposal to do a few, as far as possible not to send guests, in the local people to read and play the biggest role.

Sing a song suggest don't do it, spread in the art of the world can not be asked, not an executive order we can get out! The song is a spectrum, but rely on a song to bring a city, this idea is quite outrageous, is extremely low probability of events. We 2010 years planning Suqian luoma scenic spot, by renamed "Immediately Lake" for marketing hype, all the city mainstream media have reported, and even the global media to participate in the spread, with local leaders said "for the Suqian and luoma propaganda save 200 million!" ”。 The local government many years ago also made a song called "Qingqing Luoma", but also specifically invited Zuying to sing, what is the use? In addition to the local people, a few people across the country have heard this song! "Immediately lake" three words let luoma stir the whole country, why waste taxpayer's money.

Tourism Festival activities, I will generally advocate for the government to do, one can enhance the popularity, two can be training. But the government likes you to learn me, I learn you, make a bang, and finally the country every year, the city has a festival will be, what Red Bayberry Festival, Pear Festival, Lotus Festival ..., almost do eventually will become food tasteless, tasteless of the chicken. And in order to breed a large number of catering to cater to the leadership of the festival organizers, from which the benefit of the application in planning, planning and marketing spending a short time, and eventually led to the loss of local tourism projects died. I am not opposed to earning government money, but resolutely opposed to ineffective waste and blind to entertain themselves. Most of the national festival will be the main consumer of the local townships eight town of ordinary people, this is not typical of what to entertain?

Yunnan Luliang County is a typical example, when the government in order to hype tourism, a large number of loans to the bank to do "sand carving Festival", please the World sand carving master participants, hundreds of per year tens of millions of costs into the contractor's purse. The whole city of tourism did not expect to do positioning planning, product planning and marketing planning, thought a festival will be able to all. Results everyone Beatles two years of the false illusion of deception, thought can be prosperous, who do not know a few years down, fewer tourists, owe a tens of millions of of millions of money, finally had to put the scenic spot for sale. This is a violation of market rules, do not understand the importance of the overall brand planning results.

"Five Projects" is an auxiliary means for tourism development, and is by no means necessary and crucial. Must be tightly integrated planning to carry out, or simply rely on five one, it is easy to become five steps down.

Myth Three: Travel fairs, trading tasks

Take the promotion meeting and the tourist trade fair speaking, wants to solve or can solve is only the group and the Union Society's docking question, faces mainly is the industry personage or the colleague, in the social public influence is very limited. If a metaphor, tourism enterprises face-to-face direct promotion, to solve and can solve all just under the tree to meet the Peach (Group Club) and receive a Peach (club) of the problem, the peach and peach is often overlooked. Like a team with no air Force, Shen ground troops, can only promote cooperation between tourism city or tourism enterprises and mutual benefit, distribution of information is also very limited, not to the tourists travel intention, it is difficult to the seller's market source structure has a large impact, and to spend a lot of human, material and financial resources, less effort. And in line with the direct promotion of television, newspapers and other public media vigorously publicized, in particular, a large number of mainstream media in a period of concentrated publicity and reporting, so that the tourist destination of the characteristics of the resources in the tourists have a wide range of effects (such as a peach or play peach), it is like a match with the war, can be in the important source to obtain "Air supremacy" And the proliferation of Air Force, directly around the tourist intention of the seller's market, the source structure has a huge impact, with less effort.

Now participate in the tourism trade fair, more is to complete a task rather than take the initiative to participate in, the tourism trade fair is to deal with the participants in the task. More of the opening ceremony of the tourism Fair is the closing ceremony, the last to get rich is to pick garbage. What's the effect? Some are negative effects, called trial in absentia. And the bigger your business, the bigger your brand, the bigger your negative effects. For example, there is a national tourism fair, you do not go to Kunming, you do not go to Lijiang, people may think, Kunming and Lijiang is there any problem? Why didn't the trade fair come? This is the negative effect. So, in the end, who is the applause of our tourism fair and what is the purpose?

Myth Four, overseas promotions, promotion of others

We now often organize a large number of people to go abroad to promote, in the end what effect? Broadening your horizons is positive and useful. But has it reached the goal of marketing? Only you know what I know, the final summary of the report. If we put this money together to do a website, through the network marketing, I am afraid the effect will be better. There is a foreign tourist business to us that you spend hundreds of millions of dollars, with dozens of kg of hundreds of kg of information to promote tourism, what effect did not? Often the heavy information, more people lazy to take back, or one hand to throw away, or stay in the hotel room in the garbage can. If you put your information on the Internet, tell me your Web site, not on the line? Not only save money and effort, but also vivid and colorful, and can be updated at any time. Of course, you come all the way over, if only for friends to meet, drink a glass of wine, deepen feelings, such a goal can be achieved. It's just that the cost of drinking this drink is too high. In addition, there are some problems with overseas promotions.

One is the blindness of overseas promotion target market. Our market was in America, and you went to Germany, the market was in Hong Kong, and you went to Taiwan.

The statistics of the National Tourism Administration show that Japan, Korea and Russia have been the first, second and third largest source of tourists for many years. Obviously, our foreign marketing must be closely pegged to the main source of the above countries, only the time of these countries to do enough, has a sufficient share, can be in turn to do other countries and developed markets. In recent years, Guangzhou's tourist source changes, in previous years, the top 15 inbound visitors are Japan, South Korea and Europe and the United States and Southeast Asian countries. South Korea for China's second largest source of tourists, but ranked 10th in Guangzhou, Russia for China's third largest source of tourists, in Guangzhou, but ranked in the 18. This means that in addition to the arrival of visitors from Guangdong (many for the traveler), other inbound visitors rarely come to Guangzhou. Korean, Russian tourists and even many people because the propaganda is not in place and do not know that China has a canton (according to Seoul TV reporter). Hundreds of thousands of Koreans come to China every year, but thousands of people in Guangzhou. It can be seen that while consolidating the old source land, Korea and Russia should be the most important to open up new source and tap the potential tourist market and strengthen the promotion of foreign propaganda. However, in the past few years, Guangzhou has been roamed, the evasive, staring at the European and American markets, and the result is less than, thankless, large-scale investment, it is also rare to have a few points of growth. Later, under the direct intervention of the city leaders, the focus of overseas marketing to Japan, South Korea, only Korean guests, year-on-year increase of up to 40%, a leap into Guangzhou's fifth largest source of tourists.

The second is the blindness of promotional activities, mainly has the following performance: The first is the tourism promotion when the blank, where did not go to where to do promotions. Many units do not go to the target market to promote sales, but to the decision-makers or staff life experience of the blank run, seems to have vowed to travel around the world like China, anyway, mostly government behavior, also do not care about the effect and return.

The second is to promote tourism as a tourist, where the fun to do promotions. Tourism promotion should be to the important source of the run, and many of our units but the reverse of the line, the total to the destination run, where the fun to do promotions. Some provinces and cities to engage in the so-called "travel miles", a cost of hundreds of thousands of or even millions, a look at its itinerary, mostly tourist destinations-the banner is promotional promotions, visits, in essence, public travel.

The third is the promotion of tourism as a welfare treatment, who has not been to let who to do promotions. Although the promotion of tourism is not like science and technology has a very strong professional, but also a learning, there must be some professional knowledge, not anyone can do. However, some of our units always go out for promotion as a kind of welfare and treatment, the Secretary to Europe and the United States run, the director of the former Han ran, the chief of the country run, who has not been to run. Results outside the mirror promotion, promotion of others.

This is basically the usual practice of many government administrations. Guiding ideology out of the question, behavior blind, when it is a big taboo tourism promotion!

Myth Five, promotional caravan, old cow pull cart

Tourism promotional caravan from Guangxi began, followed by a gust of wind, a time everywhere is a tourist promotional caravan. The final results are similar: How many cities have gone, how many mayors have been visited, how much information has been distributed, and so on. How many tourists do you attract? There is a chance that next year will be less than this year. The most important work in tourism is publicity, the second is publicity, the third IS propaganda! And publicity can rely on the best platform for the newspaper, television, network and other public media. But today, many of our travellers are still keen to spend their money on promotional conferences, trade fairs, caravans and miles of travel promotions. We are not talking about promotion, trade fairs, caravans, thousands of miles, but it is not the most direct and effective means of tourism promotion. If we are always enthusiastic about promotion, trade fairs, caravans and miles, we can only say that the method is improper or that the motives are impure. Obviously, a promotion, a trade show or a caravan, thousands of miles, even if you send out 100 people, each person can advertise to 100 people, the audience is only 10,000 people. and casually choose a source of mainstream media, such as Guangdong several big newspaper, which is not in million above, if the destination of the characteristics of resources in several mainstream media at the same time publicity, that coverage must be widely known, the effect is also conceivable.

In view of this, we have no reason to ignore and underestimate the power and function of the media in our promotional work of tourism.

And the same target market, there is no need to repeatedly docking. Many of our tourism marketing activities are often pegged to a source of the year to open a promotion meeting, or sometimes a few times a year, so that the reception is annoying. The reason is that the purpose of tourism marketing is not clear, or the goal and goal are clear, and do not know what tools, methods and ways to achieve the goal is the most effective. Tourism marketing in its real purpose, is to achieve through effective marketing "more than three": that is, more travel agencies for its group, more media for its propaganda, more events to spread. Through the promotion of tourism products in the tourist or target groups in the visibility and reputation, so that the tourist mentality, and ultimately to achieve more people to travel-change the structure of tourists, increase the total reception, increase tourism income. Everyone knows that if no one to do a peach and play peach work, then the Peach People (group) is also no enthusiasm!

Therefore, in the process of tourism marketing, do not underestimate, let alone the role of the media (Peach and play peach) and strength!

Myth Six, building generosity, advertising stingy

We now talk about tourism promotion, the first thought is the news hype, always hope to have the best results without spending. Rarely think of advertising, always think that advertising investment is a kind of consumption, not investment, can save on the economy. It is virtually impossible to think of doing good things without money, because the pie is not in the sky. Therefore, the tourism marketing must have the investment of advertisement. It is an important means for tourism industry to pay attention to the propaganda of city and tourism propaganda especially to the main tourist source. According to the Hong Kong Tourist Association, each additional 1 dollars in tourism promotion investment can increase the tourism revenue by 123 dollars. World Tourism developed countries attach great importance to tourism promotion investment, for example, the United States of America's foreign travel publicity costs are considerable, 1985 New York State propaganda cost of 9.6 million U.S. dollars, Florida State 9 million dollars, Hawaii State up to 14 million U.S. dollars. Therefore, China's small and medium-sized cities should strengthen the promotion of tourism, a part of the annual funding, the source can be from all levels of government tax allocations, on the other hand, can also urge the relevant tourism enterprises to pay a certain amount of publicity costs, to work together to do a good job publicity.

From China's situation, in addition to Hangzhou, Sichuan Province and Yunnan Province (a year to put the propaganda costs 40 million or 50 million yuan), the vast majority of provinces and cities to the tourism support and investment efforts are not in place. The annual cost of tourism promotion is about 2 million to 50 million, at least less than 2 million, such as Gansu and Qinghai.

Gansu's overall economic strength is insufficient, not much funds for tourism resources development and publicity, seriously restricting the development of tourism in Gansu. It is understood that Gansu province around the province of Ningxia, Shaanxi, Xinjiang annual tourism promotion and promotional expenses to reach 20 million yuan, and Gansu annual promotional fee is only 3 million yuan. This is the important reason why Gansu province, as a tourist resource, can not become a strong tourist industry.

Qinghai is a province with abundant tourism resources, like other major tourism provinces, both have a long history, splendid culture, magical religion and simple folk customs and other cultural landscapes, but also has a magnificent Kunlun mountains, beautiful Qinghai Lake and the charming Three rivers and other unique natural scenery, is to attract domestic and foreign tourists important destinations. In addition, traffic and other infrastructure and environment in recent years have made a fundamental difference compared with the past, and the basic conditions for the development of tourism have matured. However, the total number of reception and tourism income, as well as foreign exchange and other important indicators and the status of the large province of its resources there is a big gap. Last year, the total number of reception only more than 5 million people, roughly the equivalent of one or two large scenic areas of the reception, and less than 2 million of the promotional funding is not as good as some scenic areas of the year's funding. For the local tourism authorities, take a more than 1 million of the cost to expand domestic and foreign two huge market, it is a drop in the bucket, bricks!

At present, the most Kuanyu cost of attracting a visitor is about 5 cents, and the cost of attracting a visitor in recent years is 3 to 5 Hong Kong dollars. Spending a few bucks on a guest, earning hundreds of or even thousands of dollars, should be worth more than investing in any industry. It can be seen that the current government departments at all levels of tourism publicity and promotional work is seriously inadequate investment!

Tourism = publicity, which can almost be said to be a gold formula in the tourism industry. According to the operating experience of my organization, it is necessary to fry a city in the first level of the source to 3 million. The hot tertiary market requires at least 15 million. But like Gansu, many of China's small and medium-sized cities because of poor financial resources, but also lack of project packaging planning and urban assets operation capacity, in the tourism publicity, poor investment in the alley deep, facing the bottleneck of capital, tourism has always been unable to go up, can only flower blossom fall, fend for themselves.

Myth Seven, the landscape is equal to scenic areas, the development of tourism as a construction landscape

In the tourism development also has an important misunderstanding is: the landscape equals scenic area. Our developers tend to think from their own point of view, think that they and people around the appreciation of things, the National people will certainly appreciate. Therefore, the development of scenic areas equivalent to the construction of landscape, the development of scenic areas equivalent to building pavilions, planting trees and flowers. Building developers themselves think of landscape landscapes. In this understanding, developers often do not attach importance to project positioning and product selling points, do not pay attention to horizontal comparisons across the country. Often to visit the whole country to see things moved to the project, the project finally turned into a plausible, familiar things, no selling points can be said, there is no point to say. Finally, after spending a lot of investment, the project disappeared in the market, and the local people have a place to walk and practise Taijiquan.

Landscape (landscape refers to the combination of space and objects on land and land.

Landscape is the product of human vision, pavilions, waterside promenade, flowers and trees are called landscapes,

Landscape can not produce tourism consumption, it can only meet the visual function, reflected as a garden. The scenic area is the generalization, the market landscape, the humanities, the activity synthesis body, it must cater to the marketplace demand, must produce the traveling consumption.

The scenic spot satisfies is the person eats lives the traveling to buy the entertainment the pluralistic function. This is just the definition of a common area,

The definition of a successful scenic spot must also have three projects: unique, first, single-minded.

Therefore, the development of tourism is not only to create a landscape, simple landscaping can only provide local people free to watch the site, and can not attract foreign tourists to produce consumption. Landscape must be in obedience to the location and the core selling point of the premise, otherwise your ecological vegetation is roots, your little bridge is source. Because tourism is the difference of consumption, tourism is the novelty of consumption, only the establishment of differences and novelty of the landscape, to have vitality.

I often cite an example, if the landscape is equal to the scenic area, then each real estate project will have a landscape matching, and some of the cost is also very high, the landscape is also very beautiful, there are pavilions, small bridge water, but you will be willing to spend money to visit the property?

Mistake eight, the feature as a selling point

A word called "The Nation is the world", misled a lot of people. The world is very different, so the characteristics are not rare, how many people in the world will have a number of characteristics, how many regions in the world will have a number of characteristics. Which city has the same historical culture as others? It's different! If we really think that the nation is the world, only to local characteristics to build our tourism brand, it is wrong, and this is precisely our government officials to develop tourism is the most likely mistake.

To cite a simple example, there are many kinds of mineral water on the market, the mineral content of each kind of water is very different, if we sell the water, we simply advertise that it is "sodium-containing water", that is "potassium-containing water". It's not going to sell! Why? Because there is no explicit benefit and benefit to consumers. Similarly, your city has the ancient Song Dynasty, my city has the Ming Dynasty wall, his city has the Tang Dynasty ancient temple, your area has the Qiang nationality culture, my area has the Tibetan folk customs, his area has the Zhuang bronze drum ..., this is the characteristic of each place, but excuse me, these things with the tourist have what relation? I am not an archaeologist, I am not a humanities scholar, why do I have to come to you? Who has not seen the ancient town of China? Where is the national customs of China? If you don't study marketing, you don't understand the problem. To put it bluntly, the development of local characteristics of culture, this is still a cliché of the political proposition, only to excavate local characteristics, but also full study of tourists, the amount of into, on-demand to build, the characteristics into selling points, can become a market economy proposition.

Whether the tourist attractions or commercial products, must meet the "three-point" conditions namely: characteristics, selling points and buy. The so-called characteristic, refers to the product to have the function which is different from the similar product, the so-called selling point, refers to the product to have the unique function benefit, can satisfy the person's demand, the people is willing to buy, the so-called buys the spot, refers that this product's selling points must have the consumer to spend the

In the 80 's, there was a TV factory that produced a new product: A crash-proof TV set. The quality of this product is not excellent, the characteristics are very prominent, but after the listing of few repercussions, sales are very difficult. Why is there such a situation? Because the consumer buys the television mainly to consider is the picture picture, does not consider the television whether to fall.

So this new product only features, but there is no selling point, because no one is willing to spend money to buy, but also lack of buying points, so it is a failure of product planning. As far as tourism is concerned, the characteristics of the local culture and landscape

The selling point is the characteristic that people are willing to pay. The nation is not the world, only the world is willing to pay the world.

Not all features are selling points, especially in the current bloom, the stage of national marketing, tourist attractions face national competition, even the common selling points are difficult to ensure the success of the scenic area, not to mention that it is your characteristics. With the rapid development of tourism and the intensification of market competition, to ensure the success of the scenic area, to ensure the success of the city image, you must extract the big selling points must be refined out of the super selling point, only such scenic spots and cities can become hot and focus.

For instance, 2009 we planned the tourism of Guangxi Guiping, refined a "China's odd city, Guiping 18 odd" image positioning, challenged "Yunnan 18 strange", caused the local people a great response, the usual location to think of the most "wonders of the World, Guangxi Guiping", but with "wonders of the World" This slogan of the scenic area and the city is too much, so this is just a common selling point, and we refined out of the "18 odd", suddenly from the common selling point to the super selling point! The specific 18 odd, we can go to see our planning guiping case.