Government Of Destination Tourism Crisis Marketing Research

As a comprehensive industry that integrates food service, accommodations, transportation, touring, shopping and recreation, tourism industry has a substantial impact on a variety of social and economic fields. The tourism destination sustains a high proportion of the tourism activities, and it is extremely sensitive to any internal and external changes. So, it is the foundation of the tourism industry development at a tourism destination, which the government guarantees the safety and stability to enhance the public and the tourist's confidence. However, because crisis had happened for many times during the recent years, the images of tourism destinations had been destroyed, the confidence of the public and the tourist's had been reduced, and the tourism industry of our country and the world had also suffered huge losses. It has attracted more and more attention of the destination government that how preventing and responding the tourism crisis, how reducing and eliminating the losses for the tourism crisis. Under the above backgrounds, this paper has a systemic research on the tourism marketing of china's destination governments when tourism crisis happened, in order to strengthen the consciousness of the government's tourism crisis marketing and enhance the effect and efficiency of tourism crisis marketing.Firstly, based on the previous research results, this paper defines china's destination government's tourism marketing of during tourism period, analyzes its function. Then, this paper analyses the existing problems of the destination government's tourism crisis marketing in our country and reasons of these problems. These problems include lacking forecast mechanism and the specialized organization and professional, ignoring environment analysis and market segments, lacking scientific marketing strategies, and so on.Secondly, this paper analyze the tourism crisis marketing environment of the destination governments in our country with SWOT, then points out the methods of market segmenting and choosing. On the ground of analyzing marketing goals, this paper uses Delphi technique method to research deeply on the destination government's tourism crisis marketing strategies. Moreover, this paper points out the tourism crisis marketing strategies respectively during the crisis's eruption period, the recovery period and the restoration period, and then arranges the different marketing strategies according to their import degree.Finally, this paper analyses the Sichuan governments'tourism crisis marketing environment, the market segments and choices, the goal, the strategy during the SARS period by using research results hereinbefore. And this paper points out exiting problems and give some suggestions for tourism crisis marketing of Sichuan government. Then this paper gives a summary and some research prospects.To summarize, this paper has a systemic research on the tourism crisis marketing of china's destination governments for the first time:①Defines the tourism crisis marketing of destination governments, analyzes its function;②Analyzes the tourism crisis marketing environment of the destination governments in our country;③Points out the methods of market segmenting and choosing;④According as the marketing goal, points out the tourism crisis marketing strategies and their import degrees respectively during the crisis period by Delphi technique method.