Tourism Integrated Marketing Communication Theory In Comfort Travel Use

As the foundation of the JAL travel agency---the first foreign owned travel agency in China — in July 2003, indicate the competition in travel industry shifted into a higher hierarchy. Facing the challenge, are those SME in traditional status, the majority of the travel agency in China, except a few larger some with modern operation.To have the correct marketing concept is the hypostasis for the travel marketing. Marketing concept is the orientation for an enterprise marketing activities; it should be adjusted as the developing of the society, economy and marketing. The correct marketing concept can determine the existence of an enterprise, even for a region.In the article, the IMC (Integrated Marketing Communications) by Prof. Schulz from Northwest University was cited. This theory regards as the "Theory that lead the enterprise span into the 21st century's marketing strategy", was the important development of the marketing theory in 1990's. To solve the problem in current China's travel marketing by developing an systemic and practical TIMC through integrate this brand new concept into travel industry, will surely lead China's travel enterprises to success.The core thinking for current travel marketing is: Marketing - Resource -Product - Image - Marketing. First of all is to research and analysis the marketing. To target the marketing through the traveler's psychological demand analysis, products life-time analysis, and SWOT analysis, and divide the segments from the traveler's demographic, the multi-demand of the traveler, the geographic and season. After carefully select, integrate, process and allocate the resource, design, develop, and create right travel products, push them to the market through composing the marketing tool. For somewhere has no resource, to create one by marketing demand analysis base on local economy through creation and rigorous planning is crucial.Modern marketing tool has multiform aspects, this thesis focus on the aspects of Tourism Destination marketing, Culture traveling marketing, Service marketing and Advertisement marketing with case analysis.