Research On The Development Strategy Of Shanxi Tourism Online Marketing

At present tourism industry has entered into a mature phase and has no big space to increase with the spontaneous increase of market. Tourism market is turning from spontaneous increase to promotive increase. It will be the key for Shanxi tourism industry's long-term and high-speed increase to emphasize the study on tourism market, strengthen promotion and improve the promotion effect. The development of online tourism marketing provides Shanxi tourism industry with a new way of marketing.Nowadays great progress of tourism online marketing has been made in foreign tourism-developed countries and tourism-developed provinces and cities in China while Shanxi tourism is just underway in this respect. Many tourism companies have less idea about online marketing. They still stick to the traditional way of information delivering and management and are lack of understanding of the importance and necessity for their advantages in future competition to grasp the virtual market of online information. Even if some tourism companies have their own website, its function is restricted to company introduction and propaganda. The application of online market is still at a low level and is preservative, passive, non-systematical and impractical, which leads to no optimistic development. With the above background this dissertation puts forth some strategies for the development of Shanxi tourism online marketing in order to promote the development of Shanxi tourism and shorten the gap between Shanxi and tourism-developed provinces.Tourism online marketing is mainly meaningful for tourism companies; it is carried on Internet and avails advanced electronic method to build up company image, communicate interactively, and meet the demand of tourist so as to exploit market, increase profit and achieve the marketing object. From the conception of tourism online marketing we can find that it demonstrates and boosts the value of'Internet'and'tourism'. It makes use of various high-tech and marketing means with the aim to spread the image of tourism destination, promote tourism products and induce and pilot both online and offline trade exchanges, as a result of which to develop tourism.This dissertation at first presents the basic theoretical knowledge of online marketing and tourism online marketing and shows the advantages of tourism online marketing from the view of tourism providers and tourism consumers. Then it analyzes the feasibilities of Shanxi tourism online marketing at the angle of necessity, possibility and urgency. After that it points out the problems and countermeasures for Shanxi tourism online marketing concerning objective factors, conceptions, overall strategies, tourism websites and talents. At last it puts forth suggestions to the 4P's combined strategies of Shanxi tourism online marketing. Developing tourism online marketing is a huge high-tech project that needs technologies, capitals and equipment as well as a systematical and economic project that needs conceptions, talents, and wisdom. Therefore the following strategies should be adopted to tackle the problems in the developing process of Shanxi tourism online marketing: to strengthen the induction of Shanxi tourism online marketing, to make use of bilaterally combined marketing, to break obsolete concept of Shanxi tourism companies and online consumers, to enhance the building of tourism websites, to reinforce the cultivation of tourism practitioner and to combine with the traditional marketing.Tourism online marketing is based on IT technology and impels the thorough revolution of tourism marketing. It is a medium and also a trade place. It avails Internet to practice tourism marketing, so it endues tourism marketing combination with band-new connotation. This dissertation puts forth the following suggestions to 4P's combined strategies of Shanxi tourism online marketing: to extend the strategy of tourism product's image, to extend the strategy of price publicity, to extend the strategy of the networked tourism channel and to extend the strategy of the virtualization of tourism promotion.