How to write a tourism product promotion planning report?

1. Overview and Current Situation of China’s Tourism Advertising

With the steady development of the economy and the increasing improvement of people’s living standards, tourism activities have gradually become an important part of people’s lives, promoting domestic tourism. The market is booming. The competition among tourism product manufacturers is becoming increasingly fierce. The promotion of tourism products increasingly relies on media advertising to expand their influence and attract customers. Tourism products are publicized and promoted through advertising, which has become an important symbol of the marketization of the tourism industry. Travel advertising gradually stands out from ordinary product advertising and becomes a specialized advertising category. Therefore, based on the characteristics and current situation of my country's current tourism market, studying the application of media advertising in tourism promotion is a new topic in tourism research.

1.1 The meaning of tourism advertising

Travel advertising is an important means invested and released by tourism enterprises to promote the sales of tourism products. Tourism advertising mainly refers to paid, organized, comprehensive, persuasive and non-personal information dissemination about tourism products, tourism services and tourism information through various media funded by tourism enterprises. Activity. Tourism advertising is to use various media means to widely publicize and promote tourism products, effectively promote the sales of tourism products, and thereby help tourism companies obtain economic benefits.

Travel advertising requires advertising producers to master the characteristics and methods of advertising and closely combine the features and characteristics of tourism products to cater to tourists' consumption through tangible visual effects or persuasive publicity channels. Behavior and consumer psychology are targeted to effectively promote tourism products. While vividly representing tourism products, how to highlight the value of the intangible services implicit in tourism products, how to show the cultural origins and image connotations of tourism products, and how to induce the audience's travel needs and promote their final action should become The key considerations for travel advertisers.

1.2 Current status of research on tourism advertising

What is unbalanced with the rapid development of the tourism market is the weak application and research of tourism advertising. The theoretical research on tourism advertising at home and abroad is at the general stage. Scholars and researchers have not yet formed a complete understanding of basic theoretical research. There are very few special studies and books on tourism advertising research. "Advertising in Tourism and Leisure Industry" (Morga & Pritchard, 1998) is the most widely recognized and disseminated monograph on tourism advertising. "Tourism Advertising Practice" published by Shanghai East China Normal University " is one of the monographs on tourism advertising in my country, but the book only explains it through some practical cases and does not extract any practical methods or strategies. "Journal of Tourism" and the college's journal have also published some related articles focusing on case studies. Generally speaking, the theoretical and applied research on tourism advertising is still immature. The theoretical research on tourism advertising is, on the one hand, based on the theoretical research on mass communication, and on the other hand, it is mainly an extension of the research on the image of tourist destinations. However, both of them are one-sided in their applied research on tourism advertising. The theoretical research is not in-depth, and their practical guiding significance is not strong.

2. The main characteristics of travel advertising

As a kind of classified advertising, travel advertising has various characteristics of general commercial advertising, such as paid, timely, purposeful, and directional It has the characteristics of diverse forms and extensive content. In addition, due to the characteristics of tourism products in production, sales, promotion and consumption, tourism advertisements also have other characteristics that are different from general commercial advertisements, mainly including the following points:

2.1 Tourism The high involvement of products requires high interactivity (Interactivity) in advertising communication

“Interactivity” in communication science is an intelligent, complex, multi-directional, interactive process that occurs between two or more parties. Dynamic characteristics. Heeter pointed out that the core concept of interaction is "control of information", that is, the control of information by the information recipient. Steuer (1992) proposed "the horizontal classification definition of media interactivity" and proposed the two most important definition methods of media interactivity: human-human interaction and human-message interaction.

Interpersonal interaction refers to the two-way communication between the sender of information and the receiver of information, that is, the high interactivity of communication. Based on the two dimensions of interpersonal interaction and people-trust interaction, Chang-Hoan Cho and others summarized the interactivity of advertising as: the degree of people's participation in advertising activities through interaction with advertising information and advertisers. The essence of advertising interaction is the degree of control the audience has over the advertising information. Through experimental measurements, Chang-Hoan Cho et al. proposed for the first time the relationship between advertising interactivity and the degree of consumer involvement. The higher the degree of involvement in product purchase, the higher the requirements for information exchange between consumers and advertisers, and the smoother the communication. Advertising The more interactive it is.

Philip Kotler, the father of marketing, pointed out in his famous "Marketing Management" that "more complex and expensive decisions often condense the buyer's repeated evaluations, and also include many factors." Participants in purchasing decisions.” There is no doubt that tourism products are highly involved products, especially since tourism consumption in my country is far from becoming a daily necessity for people. Before tourists make travel decisions, they need to repeatedly collect, organize, compare, filter and make decisions on information. They also need to make a lot of preparations before traveling. In addition, the foreign and cross-cultural nature of tourism activities, as well as the strangeness and insecurity brought about by foreignness, will enhance tourists' desire to exchange information about the destination, tourism companies and other tourists who have had relevant experiences. need. If travel advertisers target this consumer psychology, they can provide highly interactive communication and information exchange platforms to help tourists deepen their understanding and memory of their travel products, and better help tourists make travel decisions and enjoy travel experiences. .

2.2 The comprehensiveness of tourism products determines the high degree of three-dimensionality of advertising information

Tourism products include not only the tangible features of tourist attractions and reception facilities, but more importantly, the reception facilities Intangible services as carriers involve tourism organizers, reception departments of tourist destinations, and all aspects of service personnel. The comprehensive nature of tourism products determines the extremely high amount of information content in tourism product advertising and promotion, requiring advertisers to provide three-dimensional information resources, including horizontal information on scenic spots, transportation, catering, accommodation, shopping and other reception facilities in tourist destinations. It is also necessary to provide tourists with relevant knowledge such as tourism knowledge, scenic spot advantages and characteristics, aesthetic appreciation, history and culture, adaptability and survival through different forms of vertical information, enrich the knowledge of tourists or potential tourists, and help tourists better achieve their goals. Tourism aesthetics and pleasant effects. In addition, tourism advertising appears in the form of "information", which also plays a role in blurring the boundaries of advertising and can better shorten the distance between tourism companies and consumers.

2.3 The spatial and temporal unity of production and sales of tourism products determines the diversification of advertising forms

The essential characteristic of tourism products is that production and sales are unified in time and space. The production process of tourism products is the process of tourists consuming products. Tourists essentially participate in the production process of tourism products. Therefore, how to better guide and control tourists' participation in this process is the key to the smooth progress of tourism activities. Therefore, the orientation, education, aesthetic and cultural influence of tourists before, during and after tourism activities are also one of the key considerations for tourism companies in tourism advertising. In addition to providing three-dimensional tourism information, tourism advertisers must diversify and integrate specific tourism product advertisements at multiple levels through various forms such as television, newspapers, magazines, the Internet, and public welfare activities, in order to achieve market development for tourists. The purpose of cultivating and promoting tourism products.

2.4 The nature of tourism consumption determines the distinctive personalization of advertising information

Tourism consumption is a kind of experiential consumption. Due to the influence of tourists, tourism service personnel and destinations Influenced by the interactive relationship between residents, the tourism experience is strongly affected by emotional factors. Tourists' consumption behavior and the personalization of travel experience determine that the appeal of travel advertising is highly personalized. Tourism companies must adopt corresponding advertising strategies and forms for different target markets and different advertising audiences to fully reflect the unique and distinctive characteristics of tourism products to better attract tourists. With the application of new media technology, the segmentation, personalization and pertinence of tourism advertising information will become more distinct, and advertising production and release will also develop towards "personalized customization".

2.5 The off-site nature of tourism experience determines the rich multi-faceted appeal of advertising

Tourism activities are activities where tourists leave their usual environment to have an aesthetic and pleasant experience in a different place. The foreignness of tourism activities will affect tourists' travel perception. Foreign culture, folk customs, living customs, unfamiliar environment, etc. will bring a certain sense of strangeness, insecurity and strangeness to tourists. This requires that when tourism advertisements promote tourism products, they should focus on stimulating tourists' desire to travel and eliminating tourists' wariness and rejection of foreign cultures. Advertising appeals must combine emotional appeals with rational introductions. On the one hand, we use people's psychology of seeking beauty and novelty to create emotional advertisements that can induce tourists' desire to travel; on the other hand, we provide tourists with rational travel-related information through multiple channels and channels. Information helps tourists eliminate their doubts and worries about travel, cope with some problems encountered during travel, and conduct advertising with rich and multi-faceted information, thereby more effectively promoting tourism products and the image of tourist destinations.

3. Analysis of the application of tourism advertising in tourism product promotion

With the development of my country’s tourism market, tourism activities have increased, competition in the tourism market has increased, and media advertising has played an increasingly important role in tourism promotion. Enhance. According to the characteristics, advantages and disadvantages of different advertising media, they should be selected for different purposes, content, specifications, and audiences. At present, the selection, use and effect of media for tourism advertising mainly include the following methods:

3.1 Newspaper advertising is the main channel for the dissemination of product information such as travel routes and travel transportation.

The audience of newspaper advertisements is mainly concentrated in cities and towns, with a stable readership. The main audience is the main consumers or potential consumers of tourism products. Newspapers are informative and timely, are updated quickly, and spread quickly, making it easier to gain the trust of the audience. Newspaper advertisements use text as the main form of expression. They have large advertising information capacity and low advertising costs. They can advertise tourism products in a more comprehensive, accurate and detailed manner, and they also have a certain degree of preservation. The current advertisers are mainly travel agencies that publish advertisements for travel projects, travel routes and travel transportation, as well as travel industry announcements. However, due to the limitations of newspaper advertising printing and layout, the advertising is not expressive enough, the content is not rich enough, and the purpose of the audience is not clear enough, so it is not suitable for the integrated promotion of tourism products.

3.2 Television advertising is an important form of publicity and promotion of the image of tourist destinations.

TV commercials are colorful, emotional, vividly express products, and have wide coverage. By using different shooting techniques and advertising creativity, TV advertisements form plot fragments in a short period of time, which have strong appeal and are easier to be accepted and remembered by the audience. They are the best form of expression of tourist destination image promotion. . At present, TV advertisements are mostly used in tourism promotion to promote the general image of tourist destinations. Through TV commercials, which are generally about 30 to 60 seconds in length, they can visually and vividly display the image and characteristics of tourist destinations. Travel concept. For example, tourist destination image advertisements such as "Climb Mount Tai and Stay Safe", "Paradise on Earth, Yantai, Shandong", "Mengxizi, Hangzhou, China" released on many provincial TV stations.

Currently, travel feature films, travel feature programs, travel TV magazines, etc. are relatively popular forms of TV advertising. This kind of advertisement shows the audience the "food, accommodation, travel, entertainment and shopping" of tourist destinations through the personal experience of the program host or participants, vividly combines travel notes with tourism culture, blurs the persuasive characteristics of traditional TV advertisements, and in certain situations To a certain extent, it can achieve the interactive effect of tourism advertising. The more prominent ones in this aspect are the "Kangtai Travel TV Magazine" of Hong Kong Kangtai Travel Agency and the "Wing'an Travel TV Magazine" of Hong Kong Wing On Travel. Nowadays, from CCTV to local TV stations around the world, various forms of travel programs or TV advertisements are launched. However, TV advertisements have poor shelf life, are expensive to produce and publish, and have unclear target markets. Tourism companies should consider this carefully. Consider the production and investment of advertising, as well as the level of advertising media selected, based on the level, grade and prospects of tourism products in the market.

3. 3 The Internet is the best form and development trend of tourism advertising.

In 1967, P. Goldmark, director of the CBS Technology Research Institute in the United States, used the term "New Media" for the first time, which inspired the research and popularity of new media advertising.

New media mainly refers to the international Internet, teletext, satellite TV, etc. with two-way communication developed based on network technology and optical fiber technology. As the most representative new media, the Internet has been widely used internationally. The communication of new media has the characteristics of two-way, three-dimensional information, diversified forms of expression, borderless and multi-directional dispersion of information, which are advantages that traditional mass communication media cannot have (Rafaeli and Sudweeks, 1997; Morris and Ogan, 1996; Pavlik, 1996). The interactivity of new media has become the best implementer of the BC (Business to Customer) market concept (Peppers and Rogers, 1993). The inherent advantages of this new type of communication media are exactly in line with the outstanding characteristics of tourism advertising communication. Therefore, the Internet will definitely become the best media and future development trend for tourism advertising applications.

In 1994, AT&T of the United States released the world's first Internet advertisement on hotwired, thus opening a new chapter in advertising. Online advertising developed rapidly as a form of advertising and spread all over the world. The communication model of online advertising includes timely interaction, two-way communication, "one-to-one" communication, user-driven nature and characteristics, which gradually blur the boundaries between information and advertising in both form and release, and further realize the realization of advertising. The interaction between the host and the advertising audience provides users with rich, three-dimensional and direct information, effectively meets the different needs and habits of different audiences, and realizes the personalization and fragmentation of advertising. These advantages and characteristics of online advertising fully meet the many requirements of tourism advertising information and tourism market education, and will surely become the best form of publishing tourism advertising.

In addition, there are various virtual communities on the Internet. A virtual community is a virtual space for people to communicate around certain interests or needs online through the Internet. It has the characteristics of being iconic, active and decentralized (Chen Gang et al., 2002). Compared with traditional media, virtual communities provide coveted audience resources for the release of tourism advertisements. People in online communities generally have the same interests or similar needs, communication is equal, and the method of information dissemination is similar to interpersonal communication. There is no absolute authority or utilitarian communicator in information exchange, making it easier to form trust among people. sense, thus greatly increasing the persuasiveness of the message. The unique characteristics of virtual communities can improve the pertinence of advertisements and the extent to which advertising information reaches target audiences, making information exchanges between advertisers and audiences more timely and smoother, and helping tourism companies build more detailed customer information databases. , understand tourist psychology and grasp market trends.

In short, the characteristics and advantages of online advertising are incomparable to traditional media. In view of the characteristics of tourism products and tourism advertising, the Internet will become the best media for tourism companies to publish advertisements. Tourism online advertising combines different forms of tourism introduction, tourism knowledge, travel notes and other auxiliary information to make tourism advertising more full and three-dimensional. Obviously, the current bottleneck phenomenon in the development of the Internet has also restricted the development of online advertising to a certain extent; however, with the improvement of related facilities and policies such as network construction and online credit platforms, online advertising will become a powerful advertising media. Become the best choice for tourism promotion.

3. 4 Magazines are effective media for promoting the image of tourism companies and products.

Although magazine advertisements and newspaper advertisements are both print advertisements, their design, production, printing and distribution are more artistic and professional than newspaper advertisements. They have stronger expressiveness and can be more prominent. Products advertised. Magazine advertisements have a clear audience, are relatively directional and professional, and have preservation value. Magazine advertising combines product pictures with layout design and advertising copy through advertising creativity, vividly showing the overview of tourism products, and promoting tourism products comprehensively and vividly. Currently, magazine advertisements are widely used for tourism products, mainly to promote the concrete image of tourism products such as tourist hotels and tourist attractions. However, due to the limited scope of communication of magazine advertisements, high advertising costs and low timeliness, they are not suitable for the release of highly repetitive and timely tourism information, and have certain limitations for the integrated image promotion of tourist destinations.

3.5 Other forms of advertising are auxiliary forms of tourism enterprise image promotion.

In addition to large-scale tourism advertising in newspapers, magazines, TV and the Internet, tourism companies also use different means and carriers to publish other corporate image promotions, mainly including travel leaflets distributed by tourism companies. Zhang, tourism enterprise brochures, tourism product introduction brochures, mobile advertisements on tourist vehicles, outdoor advertisements, tourist maps, and other invisible advertisements released by tourism enterprises, such as public relations activities of tourism enterprises, corporate on-site activities, etc. wait.

Mobile advertising on tourist vehicles mainly refers to advertisements spray-painted on tourist vehicles, such as tourist buses, car bodies on cruise ships, hull advertisements, etc. Transportation advertisements are mobile, have long exposure time, are relatively cheap, are relatively simple to produce, are clearly targeted and directional, and also increase the recognition of transportation means, so they are widely used in tourism advertisements. However, due to the limitations of the means of transportation itself, the expressiveness of the advertisement is not strong and the content is simple. It can only be used as one of the forms of expression of the visual identification system such as the name, logo, and slogan of the tourism enterprise, and it is difficult to serve as an independent form of advertising.

Outdoor advertising is a form of advertising that is funded and released by tourism companies and has a long duration and certain expressiveness. It is mostly used for the promotion of tourist attractions. Outdoor advertising has obvious regional characteristics, small influence, immovable, and is generally located near tourist attractions. The main forms include sign advertising, light box advertising, slogan advertising, etc.

Tourism maps are two-dimensional information carriers that communicate between tourists and tourist destinations. Although tourism enterprises and tourism units currently pay insufficient attention to tourism maps, and the value of tourism maps has not yet been developed, tourism maps, as a kind of Direct communication media has aesthetic and scientific value. Proper use of tourism maps to publish tourism advertisements will provide a good space for the image promotion of tourism enterprises and the promotion of tourism products.

IV. Strategies for effectively selecting communication media for tourism advertising

In summary, combining the unique characteristics of tourism promotion and tourism advertising, the media selection of tourism advertising and the purpose of advertising , content and advertising audience have a close relationship. When promoting tourism, tourism advertisers should fully consider the nature and characteristics of the products being promoted and the specifications, audience characteristics, coverage, etc., and select and use appropriate advertising media. At present, according to the content of tourism advertising, it can be roughly divided into conceptual promotion of the image of tourist destinations, image advertising of tourism enterprises, tourism product production and sales information advertising, and other advertising contents. Only by formulating appropriate advertising strategies for different advertising content and selecting and applying appropriate and effective advertising methods can we achieve the best publicity effect.

4.1 Conceptual advertising of tourist destination image

Conceptual publicity of tourist destination image is mainly a comprehensive, systematic and organized publicity for a certain tourist destination. , its promotion does not target individual specific tourism products, but reflects the history, culture, natural landscape summary and tourism concepts of the tourist destination from a macro and planning perspective, and shapes the brand of the tourist destination. This kind of publicity should mainly take the form of TV advertisements to exaggerate the beauty and cultural value of the tourist destination, coupled with online advertisements, large-scale outdoor advertisements, etc., to convey unified brand information and connotation to the audience through multi-faceted advertising. and slogans. The conceptual publicity and release unit for the image of a tourist destination is often not a single tourism enterprise or several tourism enterprises, but is carried out in a large-scale, planned and step-by-step manner, led by the administrative management unit of the tourist destination. Its advertising investment amount is large and the release time is long. It is mainly a series of advertisements and is used to carry out long-term publicity and promotion in conjunction with local tourism themes and other activities. The most prominent one is the TV promotional video shot by Shanghai City in order to apply for the 2010 World Expo. Together with the multi-faceted publicity campaign, it creates an image with a clear theme and content for Shanghai's bid to host the Expo.

4.2 Brand advertising of tourism enterprises

Tourism enterprises are mainly enterprises that operate or produce tourism products, such as tourist hotels, travel agencies, tourism transportation companies, etc. The brand advertising of tourism enterprises is mainly Show the service image of the enterprise, show the service positioning and service level of the tourism enterprise to consumers through different forms of visual expression, and shape the brand image of the enterprise.

When promoting brand advertising of tourism enterprises, the boundaries of corporate advertising should be blurred as much as possible, and media with large information capacity, strong two-way communication function, concealed advertising persuasion, and small advertising investment should be selected. When promoting corporate image, tourism companies can mainly use online advertising. They not only promote the company's brand and image on the Internet, but also provide two-way communication channels, set up online forums, online bookings, establish online complaint mechanisms, etc., and more practically It reflects the characteristics of considerate and humanized service of tourism enterprises. In addition, TV advertisements, magazine advertisements released by tourism enterprises, and corporate brochures and leaflets printed and distributed are all powerful means of promoting the image of tourism enterprises, providing a good communication channel for enterprises and consumers from both visual and action aspects. At present, tourism companies that have done a good job in promoting their image include Shenzhen Overseas Chinese Town, China Hotel, and Shanghai Jinmao Hotel.

4.3 Marketing advertisements for tourism products

Marketing advertisements for tourism products are similar in nature to marketing advertisements for ordinary commodities. They are used as tourist routes, tourist transportation, tourist hotels, tourist souvenirs and other products. Marketing promotion means. The investment amount of tourism enterprises in this type of advertising is relatively small, the publication frequency is high, the updates are fast, and the personalization is not strong. They are mostly seen in newspapers, magazines, leaflets and other economical promotional media.

4.4 Other advertisements of tourism companies

In addition to the above main tourism advertising contents, tourism companies can also promote the company’s service content, scope, methods and product sales through holding Explicit or implicit publicity can be carried out through short-term promotions, joint promotions, public relations activities, on-site activities, and the release of event news information. This form of participation and interaction with the audience can more effectively promote the brand building and tourism products of tourism companies. sales.

V. Conclusion

In short, under the current vigorous development of my country's tourism market, according to the characteristics of the tourism industry and tourism products, the new situation of tourism advertising promotion forms and media information have put forward new requirements and new development directions. When publishing tourism advertisements, tourism enterprises should combine the purpose and content of tourism promotion, fully consider the advantages and disadvantages of different media in advertising, correctly select tourism advertising media, integrate different advertising forms and advertising information, and carry out targeted promotions , in order to achieve the expected communication effect and promote the brand building of tourist destinations or tourism enterprises and the sales of tourism products. At the same time, three-dimensional and diversified information can also achieve the purpose of educating and cultivating the tourism market, better helping tourists make travel decisions and obtain travel aesthetics and a pleasant physical and mental experience. In terms of theoretical research, research on the characteristics and applications of tourism advertising is the basis for measuring the effectiveness of tourism advertising, and provides a hypothesis basis for further experimental research.