Study On City Tourism Product Marketing

With the rapid development of social economy and the improvement of people's living standard, tourism has gradually become basic needs of life and the tourism industry also become one of China's major economic growth points. Since the latter half of 1990s, awareness of every city developing the tourism industry has raised constantly, so tourists have more choices of travel destination and the competitiveness of tourist cities has been intense. In this context, the research of city tourism product marketing emerged. This paper uses a multidisciplinary approach, combining application of marketing, resource economics, tourism, economics, urban economics and related theories in other fields. This paper includs the following six themes:The first part analyzes the background of choosing this topic and the significance of this research, idea and methods. And then it presents the difficulties and innovations of this paper. The second part summarizes the precious study on tourism products marketing home and abroad, and packs up the correlative views and concepts about the marketing study of city tourism product.The third parts are the theoretical foundation of this article. First, the part put forward the new concept of 'city tourism product', and then demonstrate the feasibility of this research on city tourism product. Secondly, it starts the theoretical research on the basis of the marketing theory and highlight the government's participation status in the tourism marketing aspects, as well as the joint marketing of government, enterprises, and trade associations.The fourth part and the fifth one investigate the basic situation of tourism industry and market segmentation in Shenzhen City using above methods, and presents some reference on the development of its city tourism product and marketing strategy. The sixth part summarizes the conclusion of the whole research.In this paper, the theoretical study on city tourism product enriches the theory of tourism marketing. Tourist market analysis of Shenzhen City will have an impartant role in tourism marketing planning and supplies useful reference to other tourist cities.