Guangzhou Tourism Marketing Research

As one of the key tour cities in China, Guangzhou owns rich natural and cultural tourism resources. However, the impression of Guangzhou upon tourists has always been vague. The main reason is the lacking of effective marketing plan in Guangzhou tourism which hinders the popularity of its tourism region image and tour products. Aimed at this situation, the thesis puts forward new consideration and a series of strategies in Guangzhou tourism marketing, trying to do some helpful research in this field.The thesis is composed of the following five parts-Part one, as the introduction, sums up the development and new theories of tourism marketing, points out the shortcomings of tourism marketing in China, and indicates the main content of this thesis-the research of tourism marketing in Guangzhou.Part two states the definition and characteristic of tourism, its importance in national economy, the relevant concepts and mixes of tourism marketing.Part three summarizes the present situation of Guangzhou tourism, points out the problems and gives SWOT analysis.Part four poses a tourism marketing plan for Guangzhou, including market positioning, image design, product decisions, promotion tactics and two marketing principles.Part five discusses the tourism contribution to Guangzhou economy development so as to prove the importance and necessity of tourism marketing.Taking the problems in Guangzhou tourism marketing as the point of departure, and the analysis of tourism resources and market environment as basis, the author raised a systematic marketing planfor Guangzhou tourism. In order to establish a distinctive, unique and attractive city tourism image, the market orientation of Guangzhou can be defined as "scenic Guangzhou, cultural Guangzhou and energetic Guangzhou", and the tour image can be described as " beautiful flower city and wonderful commercial metropolis in South China". According to "4P" marketing strategies and the weak points in Guangzhou tourism marketing, the author also proposed five knockout tour products and six promotion methods. At the same time, sustainable development principle and district-cooperation principle should be kept up to guarantee the healthy development of Guangzhou tourism in a long term. The study in this thesis is expected to help improve the market competence and provide some useful inspiration and reference to further marketing activities of Guangzhou tourism.