| It is the basic guideline of China's tourism industry to greatly develop inbound tour. Inbound tour has become the largest international service trade and maintained a continued rapid development. In international tourism marketing, governments have directly planned and packaged the image of tourism destinations, and carried out a series of promotion activities in international markets. It has become a must for governments and related tourism departments to directly participate the nonprofit marketing in tourism industry. Under this kind of background, it is quite necessary to discuss how to position governments in international tourism marketing, how to distinguish the most important from lots of international markets, how to make certain the strategy and tactics in international tourism marketing, and how to evaluate marketing work. That is what this thesis is about.This thesis adopts to propose the study way of government tourism marketing first, analyses its theoretical foundation in order to lay the solid theoretical foundation for author's view, and then analyses the emphasis in government's tourism marketing popularizing. The thesis explains them from the role of government, positioning tourism image, tourism destination organization, information technology and tourism destination marketing. Chapter four describes on concrete strategies and tactics in the way of taking the real example Guangzhou. With marketing analyzing modes and mathematical statistics, the thesis divides the levels of main marketing, and confirms the marketing strategies, and discusses the tactics of image promotion, festival marketing, companies uniting, region uniting, information marketing, public relations for crisis. From different emphasis, the thesis concludes that government international tourism marketing should be carried out according to different markets. And it is also discussed how to evaluate tourism marketing, and three ways of questionnaire, talking, and searching online are mentioned. |
PDF Full Text Request