Tourism Integrated Marketing Communication Theory And Its Applications In The Tourist Resort Area Of ​​case Studies

With the development of the living standard of the people and the increase ofleisure time, the holiday travel has a further development. Facing the change oftourist need toward high class and diversity, conventional marketingcommunication, that take the advertisement as representation and depend onpublic's medium, have already can't adapt the rapid change of the marketenvironment and the continuous appearance the new electronics medium, TourismIntegrated Marketing Communication(TIMC) comes into being and developscontinuously under this kind of background.Although the theory of Integrated Marketing Communication (IMC) developsvery fast in some mature industry, its application in tourism is not so much,especially in our country. The theory of IMC doesn't combine with tourismeffectively; the frame and system of the theory of TIMC haven't been built up. Thedomestic tourism marketing fields apply the theory of IMC to the macroscopiclevel and entry-level stage, such as the integration of regional tour resources andthe integration of tour image etc. So this article attempts to discuss the combinationof the theory of IMC and tourism and builds up the frame and system of TIMCwhich adapts itself to the tourism characteristics and the variety of tourism demand,and verifies and perfects the theory by application.Firstly, this article points out the study background and the related researchoverviews, analyzes the he basic form and the shortages of traditional tourismmarketing, indicates the predicament of traditional tourism marketing and thedefinition of TIMC.Secondly, based on the related theory and knowledge of the communication,this article studies and analyses respectively the process of marketingcommunication, the consumer behavior and the cognizant changing, thecommunication pattern that attaching importance to the object. In this article, thecommunication base of TIMC is built up.Thirdly, from the aspects concerning the procedure, the zero-base plan, the resultmeasure, the process evaluation, this article studies how to establish the approachand means of TIMC and solves the question, that TIMC of having the methodologymeaning converts into the action project of having practical value. On this basis, thisarticle discusses the theory of TIMC how to innovate an develop in the background of new technology, by the research of contact point, database and Internet.Finally, this article studies the application of the TIMC theory on the resortmanagement by the analysis of the actual case, and builds up the comprehensive andeffective zero-base plan by strategy and tactics. The TIMC theory has been proved toadapt the variety of tourism demand and the development of new technology. It isfeasible and successful that resort implements the TIMC strategy.