旅游营销外文文献3000字论文

Go a long learning, tourism itself is a cultural industries. Travel all the tourists, are the motives which have temporarily left the familiar surroundings, but are not familiar with or are not familiar with the environment to find a new experience to enrich their experience. However, the purpose of tourism projects and determine its cultural content, so in addition to conventional tourism, there are many special purpose to meet the tourist activities, such as: Poetry tourism, history, Galapagos travel, calligraphy learning tourism, go to exchange travel, celebrity find footprints of tourism, national customs and the many types of tourism can be described as -----,, culture, wine tourism activities such title for the Culture and Tourism, in fact, this title is not scientific, it should be said ** special cultural tourism. Characterized by a clear knowledge of the purpose of tourism destinations through a professional learning, the study found that the status quo of the profession, the value of the development and application of knowledge and so on, making participation in such tourism activities in this special areas have more information in order to better施展才干, improve skills, make a difference. Appreciation of cultural tourism to exotic remote refers to traditional culture, celebrity culture to trace the trail left behind, or to participate in local cultural activities organized for the purpose of tourism. Enjoy the pursuit of cultural tourists has now become a trend. Su-referred to as the "music capital" of Vienna, with the remains of many famous musicians famous European cultural tourism. Prague, Venice, Paris Louvre, the Dunhuang Mogao Grottoes were also concerts, film festivals or art treasure-house of culture as a world-famous tourist destination. In the form of a variety of cultural tourism in order to experience the disappearance but has remained in people's memory of certain lifestyle tone for the theme of cultural tourism, is a popular topic in today's tour is one of the items. If located in the James River and York city Hejian Williamsburg United States, due to the preservation of the integrity of the British colonial rule in the 18th century character of the towns, so that visitors seemed to turn the clock back more than 200 years of time, thereby becoming America's most important historic sites One of: Ancient City in Asia Thailand, Hong Kong and Beijing Grand View Garden Sung Dynasty Village also to simulate the ancient way of life as a cultural tourist crowds. Neither is a cultural tourism products, tourism and culture very different from those of the so-called cultural tourism, the key lies in culture, tourism is just the form. Culture and Tourism of "culture" should be interpreted as the effectiveness of travel and tourism by the qualitative purposes. Therefore, The definition of cultural tourism: perception through tourism to achieve, understand, understand the human culture of the purpose of the specific content of the course of conduct. Cultural tourism, is only in recent years and a popular term, it appears tourists are closely related to changes in demand. Therefore, its current definition of the more popular is "human resources for those who travel the main contents of activities, including historical sites, architectural, ethnic and folk arts, religion and so on." Culture and Tourism said that there is a special tourism, is a political, economic, education, science and technology mean that one of the largest tourism. To sum up, cultural tourism is to tour operators to create ornamental objects and entertainment content for the consumer, so that tourists get rich cultural connotation and depth of experience involved in tourism a collection of tourist activities. China Culture and Tourism can be divided into the following four dimensions, that is, artifacts, Records of the Historian, sites, ancient buildings, such as history and culture represented by layer; to modern culture, art and technical achievements represented by modern cultural layer; practices in daily lives of the residents , festivals, worship, weddings, sports and clothing apparel, such as folk culture, represented by layer; to interpersonal communication as a moral and ethical representation of the cultural layer. In China, the development of tourism, cultural tourism is very important, not only can enhance the attractiveness of products to enhance economic efficiency, but also vigorously carry forward the Chinese culture, let the world understand China, but also to change more and more Chinese people do not understand Chinese culture and the situation. The core of cultural tourism: creative Clarity of the concept of cultural tourism, the "creative" is the core of cultural tourism would be a matter of course. Is to seek the essence of creative features and differences, consistent with the nature of tourism. General tourism, mainly from the point of view of resources to find the differences and characteristics, regardless of the excavation process to consider the relationship between market demand and competition, the focus is still not out of resources. Cultural tourism is to some extent from the shackles of resources, it can be a combination of factors, including resources, environment, markets, social background and many other aspects of creation, that is creative. From the creative and cultural tourism will be the loss of vitality. In fact, with the development of society, the creative industries has been the rise around the world. Which the United Kingdom, the United States, Japan, Korea and other countries is more typical, personally by the Government to promote the creative industries. Creative industries, involving a wide range of areas, including broadcasting, film, literature and art, journalism, publishing, printing, and many other aspects of architectural design. More closely with the Culture and Tourism of the creative industries, such as performing arts and entertainment, civil handicraft production and marketing, convention and exhibition, cultural festivals and so on. In this way, cultural tourism and creative industries are in fact covered in the review. Also known as the creative industries, cultural and creative industries or cultural industries. Cultural industries and tourism industry in the perspective of different names, it is not generally talk about the differences and links between the two. However, cultural tourism can be included in the scope of cultural industries, the reasons one is that they at the core with innovative; Second concept is that they are from the point of view of the operator defined. Cultural industries derived from the creativity and the creativity, innovation as the driving force is also the case with cultural tourism.

r u joking mate? 20000 characters!who the hell will do it for u.

在新的时期，旅游市场呈现出了新的特点，应该认真分析此类消费特征与未来发展趋势，在日益竞争激烈的市场中获得优先地方。下面是我给大家推荐的，希望大家喜欢!

《高校学生旅游市场营销策略分析》

【摘要】本文以高校学生作为研究物件，分析与其相关的旅游市场营销策略问题。首先在市场经济体制的背景下，对高校学生旅游需求进行了简要概述;主要介绍了目标市场方面的出游动机、经济来源、消费构成、出游时间;进一步讨论了细分市场下的可操作性;并且以此为基础，从产业化、服务、营销手段、创新方法等多个角度对营销策略进行了说明。希望能够通过本文初步论述可以引起更多的关注，为其提供一些有价值的资讯，作为参考及推动该市场的成熟与发展。

【关键词】高校 学生旅游 市场营销 策略

由于中国经济的大力发展，居民收入普遍增加，尤其是在二胎政策放开前的独生子女较多，学生的基本条件相对较好;另一方面，现阶段的高校学生创业、 *** 等，也为其增加了经济来源;尤其是在社会开放性越来越大、活动范围不断拓展的情况下，高校学生敢于尝试新事物与体验生活，并想透过旅游开阔眼界等，所以，形成了一个独特的高校学生旅游消费群体;高校扩招政策也在推动高等教育的同时，更是拉动了该领域的发展，因此，应该针对目前高校旅游市场的新特点，分析更为有效的市场营销策略。

一、高校学生旅游需求简述

高校学生的旅游动机主要是自我实现、满足偏好、半价优惠、交友、减轻学生压力、体验时尚等;大多学生主要依靠校园活动、旅行社宣传、网路、朋友组织完成获得资讯，设定旅游目标;从行程方面看，多以节假日居多。目前的市场已经有诸多企业进入，但主要是处于不完善的阶段，从旅游产业与市场细分来看，还需要利用产品设计、时尚资讯获取、学生心理研究、营销手段等来共同促进其发展。

二、目标市场分析

首先，在目标市场透视方面，应该抓住家庭背景、性别、年级、不同年代学生的总体倾向、文化积淀等基本资讯;在这方面，可以利用现在的大资料方法，进行资讯收集、旅游消费范围、消费水平、网路调查或问卷调查来实现。

其次，应该以学生作为中心，分析其心理构成要素，比如受到旅行社、文化因素、偏好、性格、心理成熟程度、交往范围等各种因素的影响大小。

第三，对该市场的发展现状要进行明确的认知，具体来说，该市场已经从初级的阶段发展到了过渡阶段，即是说目前的市场正处于各个企业“大显伸手”，进行产业化转型、资源整合、与创新发展的时期，市场潜力巨大。

比如，从我国高校学生旅游市场发展优势来看，潜力大、规模有待拓展、消费特征正在突显;而智慧财产权意识也在不断加强，高校学生群体更新快;但高校-旅行社间的关联度大，并未发挥出应有的市场价值;尤其是学生的认真劲、满意度等还有待旅游消费产品供应方在各方面的完善来树立口碑;关键是体验消费前景无限，正在逐渐的被学生群体所认可，所以，优势显著，有极大的可行性与可操作性。

另一方面，应该认识到作为学生群体的固有限因素，如消费能力、价格接受程度、挑剔性等;因此，劣势也依旧顽固，所以，对于各大想切此高校学生旅游市场这份“大蛋糕”的企业而言，品质化、多元化、创新性是其必走路径。

三、营销策略

首先，根据对目标市场实事求是的透视，应该认识到营销策略作为学生旅游专案开发的产业化的必要性;也就是说，要将针对高校学生群体的旅游市场作为一个整体，进行系统化的分析，通过运用工业发展路径方面的产业化思路，形成一个闭环经济，从而让营销这一环节获得更多的功能性体现，即要通过产品设计、价格、品质、高质量服务、多元与创新来增加营销的“底气”，吸引到学生的眼球，以整体性来提升部分资源整合与开发能力，进一步创造新的需求，让学生反过来更愿意去旅游。另一方面，体验式消费已经渐渐透过工业品市场向着旅游市场迁移，而旅游本身就是一种体验式消费，因此，认识到此点非常重要。营销策略的计划部署，需要坚持从其根本要素出发，结合当前消费者行为倾向，并利用这一点来达到营销的目标。

其次，营销手段多样化;具体而言，需要采用诸如拉网式策略，将网路营销、人员促销、销售促进等进行综合应用;比如，建立会员制度与积分制度，进行价格优惠;引入学生代理、学生组织进行团体、个人促销;将工业品中的分销模式与渠道销售方法合理的引入到高校学生旅游市场;最重要的是网路营销，即需要通过电脑、手机两大途径，结合学生上网习惯，更为创新的去建立新的入口网站与网页，通过个人订购、团购等实现营销;另一个就是借助网路、微信等社交平台，可以建立起资料库，不断的收集资料、分析资料，完成预测，更好的为专案开发、产品设计等提供可靠依据。

第三，服务意识要强，服务要求全面、及时;比如，预定快捷、便利，资讯完整，产品组合灵活，互动性强，能够实现资讯反馈与及时处理，做到善始善终。在导游方面，应该针对大学生的特点与需求，来制定细致的培训计划，让导游能够在知识方面、组织能力方面、亲和力方面、交往能力、融入能力方面全面提升，以满足市场细分的各项基础。

第四，针对高校学生旅游市场营销方面的策略，需要更多的因素融入，因为大学生这个群体，主要体现在人生的理想-现实磨合期，有一半出于理想，有一半来自现实;所以，真正要做好这个市场，就需要一些营销的艺术性、有需要在营销中做出实际的优惠;进一步讲，这个市场的开发，需要旅游企业走出俗套，不断创新，稳扎稳打，将地基打在现实的基础之上;具体来说，应该将营销提升到另一个层次，充分调动起“学生”这个要素，如通过举办创意大赛、网路征求旅游产品创意等具体活动，让学生在旅游前就参与到其中，从现阶段的发展情况分析，既有利于市场开发，又可以更好的价低营销成本，获得多方面的利益。

四、结束语

总而言之，在新的时期，高校学生旅游市场也呈现出了新的特点，应该认真分析此类消费特征与未来发展趋势，在日益竞争激烈的市场中获得优先地方;因此，开发新的专案、延伸旧有专案、提高服务水平，通过设计一些符合学生心理需求与倾向的产品，以及利用旅游产业化的思路开启更为完善的市场化运营;将营销与整个产业结合起来，以资源整合的优势提升开发能力，不断在高校学生旅游市场中占有更多的份额。

作者简介：章碧芸1996-，女，浙江海宁人，浙江旅游职业学院，研究方向：营销策划。

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