A Study Of The Marketing Pattern Of Travel Agencies

Provided with ample tourism resources, Henan province has turned into a cosmopolitan touring destination. Zhengzhou, as the center of politics, economics and culture of Henan, has been attracting tourists both at home and abroad with its unique charm. Against such a background, various travel agencies in Zhengzhou came into existence one after another. Due to the loopholes in management and deficiency in marketing, most of the travel agencies did not have good achievements.After analyses of the environment and market, this paper holds that travel agencies in Zhengzhou have good opportunities to develop, yet due to the limit touring time in Henan and most of the tourist spots being about Buddhism, there is an undeniable fact that the tourist products are single and tourists usually feel exhausted, so they should modulate the strategies about the products and marketing. Accordingly we advise the travel agencies in Zhengzhou should open up tourist items, combine the natural scenes touring and culture touring together and take the east and costal cities as the major target markets. They should select several major touring lines to extend forth, reduce the number of managers inside the travel agencies and enlarge the procession of marketing so as to set up a perfect marketing system; meanwhile, they should increase the expense on and strengthen marketing. The key lies in carrying through a direct marketing towards these target cities.Guided by the market, combining the characteristics of travel agencies, this paper utilizes the concept of"4P"in marketing and has a valid integration of all the factors during the operations and thus strives to establish a maneuverable, pervasive marketing pattern for the travel agencies in Zhengzhou.