Yunnan Tourism Research, Marketing Strategy In Guangdong

In the thesis, the author gives first priority to the demands of tourists in the region tourism marketing. The author studies the needs and demands of Guangdong tourists, integrating the resources in Yunnan province, and carries out differentiation marketing strategy to Guangdong tourists market, so as to win the widest market at the lowest costs on the premise of tourism sustainable development.Guangdong tourists market is the target market in this study. Going on this premise, through analyzing the competitive situations in Guangxi, Sichuan, Guizhou ,and Yunnan, the author segments Guangdong tourists into different groups according to their differences in demands. In accordance with their differences in demands, the author designs a series of differetied produets and marketing mix by utilizing so many advantages of Yunnan as its attractions, products, policy and infrastructures, etc.The thesis falls into nine parts.The first part is the introduction, which provides an overview of the literature review on the destination marketing, and gives an account of the significance of the thesis. Also the author summarises the promotion and propaganda work doned by Yunnan province government.The second part contains an analysis of the development condition of Yunnan tourism market, also predicts the developing direction of domestic tourism market, and then makes a brief interpretation of the marketing environment.In the third part, going on this premise that Guangdong tourists market is the target market in this study, the author analyses the competitive situations in Guangxi, Sichuan, Guizhou, and Yunnan at aspects of attractions, transportation, ability of accommodation ,etc.The fourth part, through analyzing the questionnaire about Guangdong tourists' behaviors, summarizes their demands, their behaviors, preferences and their satisfactory rate.The fifth part mainly segments Guangdong tourists market, and positions the target market. This target markets are as follows: the middle class market, university students market, the elderly market, family market, country market and company group market.In the third part, at the base of analyzing the context of Yunnan and a survey ofGuangdong tourists' perception to Yunnan tourism image, the author positions Yunnan tourism image and puts forward a populizing project.The seventh part, basing on the corresponding relationship between the tourism products in Yunnan and the demands, makes the product strategies and promotion strategies of Yunnan tourism to the target market.The eighth part, in accordance with the problem that there is great disparity between tourism service qulity and the eapectation of tourists, the author points out tourism enterprises in Yunnan should carries out internal marketing strategy.The last part sums up main conclusions of the thesis.