Tourist attractions and marketing strategy should take measures to turn challenges into opportunities, and difficulties to obtain new market development? This is the tourism industry are generally concerned about. Since late last year, I entrusted by the Guangdong Huayin Group, the Group's two national AAAA level scenic spots in Meizhou Yanming Lake Resort and Linh Quang tourism training and consultancy for marketing management to help transform business ideas and change area marketing system, and achieved a significant effect on the market. Golden Week last November, two scenic revenues exceeded the total income of previous years in October. November four-week gain in three weeks more than 90%. This year, two area continue to maintain the good momentum of rapid development, in January and February than revenue growth of 40% over the same period last year.
area in order to further promote the development of the market, Guangdong Huayin Group on March 1 afternoon Linh Quang tourist guest houses auspicious day symposium held in 2009, marketing to new sales price of preferential policies and incentives heard in eastern Guangdong Province Meizhou city and the views of more than thirty travel manager. Southern Metropolis Daily, Southern TV and other mainstream media in the province participated in the forum. At the meeting, I Meizhou City, Guangdong Tourism Development Strategy consultants and advisers of the dual role Huayin Group, made an impromptu forty minutes to speak as follows:
one, how to look at prospects for the tourism market in East Guangdong. Guangdong is now the Guangdong future to achieve from the In the past, Guangdong, as the forefront of reform and opening up to attract domestic tourists are the However,UGGs, as industrialization and urbanization in central and western regions to speed up the process, the future of this traditional circuit will gradually lose their market appeal. And Guangdong to truly become a national and international tourist destination, hope is in northern Guangdong, western Guangdong and eastern Guangdong. Which I am most optimistic about the eastern reasons are three:
First resources. We see a city and regional tourism development potential, the first core of the region depends on whether the resources are unique, unique and exclusive. Eastern region represented in Meizhou Hakka culture and the Chaozhou Chaozhou culture represented, are capable to unique national and regional culture to the world, is extremely valuable and scarce human resources can not be copied. We are the World Heritage List from the Fujian Earth, Hakka culture can appreciate the charm and value. In fact, Meizhou Hakka Dragon House is the most representative of Hakka architecture. As one of China's five major architectural form, Hakka Dragon House had not declared world cultural heritage is a pity, now kept in purdah did not know, it's a huge market value has not developed.
Second, product advantages. Cities and regions to become a major tourist destination at home and abroad, first of all the high quality tourist attractions as the core pivot, followed by the need complementary cluster of tourism products, in addition to a rich combination of travel routes. Then we look at Meizhou, where we are now the town of Yan Yang, there are four national AAAA level scenic spots. Among them, Yan Nanfei tea fields is the scenic resort can be a successful example of the construction is being declared national AAAAA class tourist attractions. In fact, the town of Yan Yang come in many resources are not integrated, such as the Ming Dynasty Hongzhi's generosity Wen Gongci years, is a huge Hakka Dragon House, is the only income of the Architectural Society of China, compiled masterpiece, book Hakka Dragon House. So if we 放大 Fujian, Guangdong and Jiangxi border to the entire regional market, the future can turn and Huizhou, Meizhou, Heyuan, Longyan, Ganzhou,UGG boots clearance, together, form a line of Hakka Culture and Tourism, can also Meizhou and Chaozhou, Jieyang, Shantou series together to form a wave-off line of cultural tourism, but also to Xiamen, a coastal resources and Shanwei together, the space tourism market to expand the scope of eastern Guangdong. It should be said, the choice of tourism products and line combination is very rich.
Third, geographical advantages. East Guangdong in the past the biggest obstacle to tourism development is geographically remote, the situation will be fundamentally changed the future. Meixian airport expansion has been included in government plans, Jieyang and Chaozhou-Shantou Airport will soon be built in eastern areas of the location pattern will bring a revolutionary change. From a tourism marketing perspective, we say that the eighties and nineties the era of tourism is a train, the train pass go, where visitors to Chung; the present era of leisure travel is the highway, highway repair where, driving Where to open. If we look at the next five or ten years and two years of it? I believe the future will be the aviation age holiday. Then, in the eastern region and the Chaozhou-Shantou area Hakka only 100 kilometers apart within the region, also has two airports and one of which is the international airport and the regional advantages will be unmatched in North and west of Guangdong's.
According to CAAC statistics, the year 2007, the National Civil Airport passenger throughput reached 388 million passengers, the airport's passenger throughput of more than 5 million people. Air passenger turnover volume of passenger transportation in the percentage of the entire society has been reduced from 1.6% in 1978 rising to 13% in 2007. In addition, starting in 2006, flying more than half of travelers to buy tickets at their own expense. It all mean? This shows the status of aviation in the past, a symbol of class and treatment, it has gradually become a popular transportation travel tools. After the financial crisis, the state decided to invest 400 billion construction of 140 airports, most of these airports are regional airports, five years after the airline's scale will gradually be revealed, ticket prices will be reduced to the extent of the public generally acceptable. To travel, the future core of who has the advantage of aviation resources, competition in the market who will be able to grasp the strategic initiative. Therefore, I suggest the strength of the travel agencies in eastern Guangdong Province to try to carry out charter flights. To government subsidies that none other airlines that also can tell GZL, South Lake International Travel is a big social cooperation, first done in this market slowly. This is not only conducive to the development of the tourism market in East Guangdong, but also to lay the strategic competitive position of travel agents have long-term benefits.
Second, how to deal with the relationship between area and travel agents. Between the area with the travel agency Yushuiguanxi, who can do without. Meizhou traveling by car market is growing rapidly the past two years, but the channel does not mean that the role of travel agents can be ignored. In contrast, area should further strengthen cooperation with travel agencies. To obtain a large-scale eastern growth of the tourism market, the key is to attract long-distance tourists. To do this, should give full play to the role of travel agency channel. On the other hand, to maintain the stability of the operating area in order to improve service quality, to ensure revenue growth. However, the mobility of traveling by car is very strong, tourists travel by many accidental factors. For instance, he had intended to travel to the Linh Quang, go out to see going to rain, might change your mind. In addition, leisure travel products, seasonal prevalence of the problem was the weekend that there were no rooms are overcrowded, usually wants to come is very low occupancy rate. If the area with the travel agency to establish a long-term stable cooperative relations, the management problem can largely be resolved.
travel agency and a unique role, that is, the tourist guide and drive the market. Lin Zonggang Meizhou City Tourism Corporation, said only last year, he had been aware of the change management Yanming Lake. Last booking is easy, make a phone call to connect, but now they often can not book rooms. I said that Lin's total market sense of smell. Indeed, Yanming Lake area since late last year has undergone tremendous growth in operating results. This year the March Eighth, area of marketing publicity grasp globrand.com early grasp reality, March 4 to 14, Yanming Lake between hotels and villas all have all been booked. Scenic products in case of no change, results of operations substantially increase what his secret is it? Here I give you disclose, thanks to the mainstream media and leading Guangdong travel agencies. Late last year, the Southern Metropolis Daily, Guangzhou Daily, Nanfang TV and Guangzhou Television, for months and Yanming Lake Meizhou a lot of publicity space alone, the Southern Metropolis Daily on a nine full-page bursts. Meanwhile, Back home a week from late September sent the next day to Meizhou group, is taking Yanming Linh Quang Lake and this new line, all of a sudden we came to the first group of six people. Guangzhou is South Lake CITS stores also introduced a line of Tourism, one is Yanming Lake and Linh Quang, and the other one is Yan Nanfei and thousands of pagodas. Guangdong travel agencies to promote the same time the two giants of Tourism, which the leading role of the PRD market is great. So of Tourism in the province last year, stood out, Yanming Lake sudden emergence in Meizhou, Guangdong Province contributed to the mainstream media and leading travel agencies.
Third, how to understand the area price policies. Pricing policy to reflect the fair area, stability and flexibility. Fairness of the pricing policy is to be treated equally, stability is the price can not be ups and downs,Discount UGG boots, flexibility, this need not say more. I have long advocated, a large area in dealing with time travel, can not Diandaqike, thinking something. Can not snobbery, that a large community to flatter, to see a small community on the indifferent. Area to establish a brand image,UGG boots cheap, should promote a good business culture and commercial character. Willing to let someone else deal with you, so as to all hands make light work. The principle of fair pricing policy area, in particular, should be reflected in kind to small and medium sized travel agency. We must recognize that the scale and then a small travel agency, even if it is family stores, since he foothold in the market to his own survival. In fact, in my many years of marketing management practice, I found that many small travel agencies in some market segments are still very competitive. I remember when I work at the base of CCTV Wuxi, Suzhou has a very small travel agencies, small to very hard to find office space. But we take the initiative to come to visit, and the ongoing home visits, we use the results of the competition year after a small mistake, this travel agency won over, and then he brought every year to our area more than ten thousand visitors.
we Zhang Huayin Group before the meeting today showed me this pricing policy and incentives should be said that there was not a large scale. Travel here every year to participate in a lot of CEOs promotion, but that margin of preference and reward effort, probably rare. The new management team introduce such a pricing policy and incentives, the market is taking a big risk. But why also decided to do this? Is hoped that through such a sharp way of none other, reflects the sincerity of scenic spots and travel agencies, resorts and travel agencies to seek win-win situation. Mentioned incentives such as travel agencies to the area even if there are incentives to bring a guest, which is taking into account the ground operators to make money is not easy, so fierce market competition, ground operators offer has been very transparent, very difficult to want to make the difference. Therefore, the income from their own area decided to take a chunk of the profit to travel agencies. There are two points to note: First, the principle of fairness does not preclude the area with important travel agencies in all regions of the long-term strategic cooperative relations. Scenic resources, strategic cooperation to contribute to a large travel agency tilt, which in itself is a fair market; second area we need to protect the interests of society to take, but this protection can not only reflected for price protection. It should help ground operators to expand their business channels to enhance tourist marketing, helping to take bigger and stronger community.
Fourth, how to deal with competition between area. Just now, a travel agency executives said the two scenic lakes Yannan Fei and yang of market competition, and I talk about their personal views in order to lift everyone's worries. Yan Nanfei Meizhou area management as the industry benchmark, should be role models for all the scenic spots. However, other scenic spots to learn Yannan Fei, should not simply imitate the practice of homogeneous competition, and should pursue the development of differentiation. I am in Meizhou, Yanming Lake Meixian and the size of the meeting, have said many times an important point: competition lies in the That is, the other in Meizhou area to market success, we should do Yannan Fei did not want to do, can not do, or want to do but do not have time to do those things. Yanming Lake and travel agents to cooperate, not compete for Yan Nanfei to the existing customer base, but to open up new markets, such as long-distance tourist market, the low-end tourist market and so on. Features on the scenic resources, the Yannan Fei's selling point is . Area are essentially two different scenic spots to form product differentiation and complementarity of Tourism to jointly expand the market this big cake.
five scenic how innovative products and services. Products and services in the area continued innovation, marketing management is an important area of work. Marketing theory 4 P, the first is the need for market demand for the product. Yanming Lake operating results over the years has been at low levels for many reasons, but one of the most important point is that tourism planning and product design had not taken into account market demand, product positioning area is unclear, leading, after construction is completed operational difficulties. Since last year, performance has been rapid growth area, but we can not become complacent. To maintain long-term stable business growth, the key is to rely on products and services.
Huayin Group currently has under the leadership of great determination, and Linh Quang on two scenic Yanminghu product improvement. Linh Quang Tourism District recently built a pond and released, apricot planted forests, scenic environment has been greatly improved. Will focus on the future development of tourism Linh Quang Buddhist tea culture, Yanming Lake rehabilitation programs have been identified, mainly around Yanming Lake's Yanming Lake covers an area of ten thousand acres, mostly forest and orchard. Area will be in full swing throughout the mountain forest transformation, and strive to achieve pink Liulv spring, summer fruits, Thriving, fragrance sweet-scented osmanthus in autumn and winter plum blossom in full bloom, so that tourists come here all year round resort. Heritage Plum to the spirit of Tang and Song Dynasties Meizhou reproduce the cooperation with the Southern Metropolis Daily tree planting charity. and Linh Quang Yanminghu
two scenic spots in the service begins to innovation. This year's In the future, whether it is driving, tourist groups or individual business, as long as the call Visitors to the area have any comments and suggestions, you can also call any time 24 hours of the hotline. Next, the area will be comprehensively promote tourism information, and gradually establish a consumer credit service system. In short, the principle of area service innovation: the problems for themselves, to facilitate the guests to leave.
If the SARS crisis in 2003 sparked an unprecedented health and environmental concerns, gave birth to the leisure holiday market booming, then the crisis will be the development of the tourism market is another unique opportunity to . Cold in the face of financial crisis, scenic and travel agents as long as close to the market, and work together, go step by step sense, we can tide over the crisis and ushered in the tourism market in the spring.
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