Study On Strategies Of Tourism Destination Marketing Of Zigong City

The world tourism for modern times has already passed through one century and a half entirely since 19th century 40 decades when the Englishman Thomas Cook founded Thomas Cook Travel Agency. During this time, the world tourism developed swiftly and irresistibly both in the total number of tourists and in the gross income of tourism. At the same time, tourism in our country also obtained delightful achievements. The practitioners increased continually, the tourists grew continuously, the tourism scale expanded unceasingly. According to WTO's forecast, China will become the biggest tourism destination country and the fourth biggest country of tourists source of the world in 2020.The tourism destination marketing is a new idea of tourism marketing. It's a marketing activity that takes all tourism enterprises, tourism organizations and scenic sites as a whole within an area. How to utilize the destination marketing idea to a local marketing practice will be the question which each tourism destination will need to solve urgently. Now, the tourism competition has changed into entire competition between tourism destinations from the competition between enterprises. The entire competition between tourism destinations has already became the key and essential method of tourism competition. A successful city tourism destination will have a successful marketing work in the course of the globalization and tourism thorough development. Presently, as an emerging city tourism destination, the tourism development of Zigong faced with the new historical opportunities and the challenges. It needs scientific marketing strategies to guide the tourism marketing urgently. Through the marketing strategy research of Zigong tourism destination, We hope that we can discover the questions and insufficiency of Zigong, analyze marketing environment, orientate the goal markets of Zigong scientifically, portray the unique tourism image, exploit characteristic tourism products, develop the region union marketing, promote the improvement of the whole tourism environment and the enhancement of tourism marketing competition of Zigong tourism destination.This paper takes Zigong tourism destination as the object of studying, and conducts the research to the Zigong tourism destination marketing strategy with literature, interviewing, questionnaire survey procedure, mathematical statistic analytic method and real diagnosis methodology. The full text altogether is divided into five chapters. The first chapter is the introduction, which explains the research background, the purpose of this article and the significance, the research mentality and the methods, as well as the key points, difficulties and innovations. Most importantly summarize the research situation of tourism destination marketing both in home and abroad. The second chapter is theory of this paper, which defines the tourism destination, the tourism destination marketing and the tourism destination marketing strategy, and introduces tourism destination marketing related theories. In the third chapter, the author analyzes the tourism development situation of Zigong, investigates and evaluates the tourism resources scientifically of Zigong tourism destination, analyzes the marketing environment with the SWOT analytic method. In the fourth chapter the author studies the tourist market characteristics and the demand condition by the questionnaire in the golden week of Spring Festival of 2007.In the fifth chapter, the author proposes four marketing strategies, including goal marketing strategy, tourism image strategy, product development strategy and union marketing strategy for Zigong tourism destination.The conclusion is: Zigong should take Zigong city itself and the other cities of southern Sichuan province as basal goal markets, take Chengdu and Chongqing as the core goal markets, take the international market and the other domestic markets as the supplement ones.Take the even season market as the foundation, take the holiday market as the core market and take the Spring Festival as the important one. Take sightseeing tours and friends-and-relatives visitation as the foundation market, take the leisure and vacation market as the core market, take conference and commerce market as the future development priorities; Take the popular consumer as the foundation market, take the medium income market as the core market, take the high income market as future development priorities. Make best use of the rich well salt tourism resources of Zigong, set up the image of "world well salt city and best paradise for keeping in good health"; adapt to the modern psychological demand of modern people who pursue health and joy, give prominence to the subject of keeping in good health, develop felicitous products for leisure, vacation and keeping in good health, and cooperate with the other cities of southern Sichuan province in union marketing. In this way, construct salt tourism destination city of high market influence and monopolization.