| With the development of the economy, Chinese outbound tourism market is growing, more and more domestic and foreign scholars study on the Chinese outbound tourism. But because of Chinese outbound tourism market statistics is insufficient, scholars cannot get enough information to study Chinese outbound tourism market, which led to the Chinese outbound tourism market theory research cannot catch up with the practice and provide rational theoretical guidance for the further development of the outbound tourism. Thus, the outbound tourism market cannot develop healthy. In this context, the author selected Xi'an city which is the political, economic and cultural center in the western region of China as the research object, and study on the outbound tourism market of Xi'an from marketing point of view.First, this paper reviewed related articles about outbound tourism, and then use the marketing theory and PEST theory to analyze the outbound tourism marketing environment, and combined with Xi'an outbound tourism market present situation, the paper proposed promotional marketing strategy from tourism product, price, place and promotion four aspects. Through the questionnaire and interview, the author had made social investigation to the outbound tourism market in Xi'an, and used SPSS, EXCEL and other related software for empirical research, which discovered the appearance problems in the tourism market, for these problems, the paper proposes a number of market Marketing advices.Finally, the article gives the conclusions of the study:Xi'an has been have good external environment for tourism. According to the different needs of tourists, travel agents should make out proper marketing strategy. But since the human and material resources are limited, which led to the social surveys broad cannot have enough coverage, the article has some limitations, however, the conclusions of this paper has a practical significance and reference value, we hope to provide a reference for related travel agents. |
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