A Study On Cultural Marketing Of Tourism Enterprises

As World Tourism Organization anticipates, China will have been the favorite tourism destination, the first Inbound country and the forth Outbound country in the world by 2020. In order to realize such hopeful prospects, and take up the opportunities and challenges after the accession to "WTO" as well, it's urgent for Chinese tourism industry to decide on a characteristic marketing way in which our superiority can be utilized.In such four aspects as cultural demand of tourists, cultural connotation of tourism product, service culture of tourism enterprise and knowledge links of tourism enterprises, this dissertation elaborates on the new marketing way of tourism enterprise. The marketing way focused on culture can be summarized as the following: On the basis of market demand, tourismenterprise, through personalized and diversified service, provide tourists withprofound-cultured and high-techniqued products to meet the spiritual andcultural demand of customers. In addition, knowledge links is an effective way for domestic tourism enterprise to reinforce its competitive power and take part in the international competition. The discussion and analysis made in the dissertation is a brand-new attempt to Chinese tourism industry and is helpful to promote the development of Chinese tourism theoretically and practically.