Study On Performance Evaluation Indicators For Overseas Market Promotion

The overseas market promotion has been consistently the key means of inbound tourism development. Chinese destination management organizations have gradually made transformation from administration oriented to service and marketing oriented government or public-private sector. Chinese National Tourism Administration issued the Chinese Tourism image "Beautiful China Tour" as promotion campaign on February 6th,2013. The Tourism Law of China will come into effect on October 1st, 2013 and request to promote the national tourism image abroad and construct the promotional measures. Under these backgrounds, it has high value of practice to do the exploratory study on performance evaluation indicators for overseas market promotion.Many domestic and international scholars have already started to pay attention to study theoretical aspects of marketing performance evaluation indicators, but most domestic studies only raised the indicators, but had rarely study based on BSC (Balanced Scorecard) and explored the weight of key indicators of marketing performance evaluation and verified it.The study raises the research topics based on the literature review on the destination marketing, destination management organization, marketing performance evaluation indicators and Balanced Scorecard. Taking Shanghai as a case, the study use Delphi Method, case study and in-depth interview to explore and conclude performance evaluation indicators of overseas market promotion performance adopted by China market reality and proposes the performance evaluation criteria accordingly. The study conclude the overseas marketing performance key indicator of Shanghai Municipal Tourism Administration is to establish database of overseas tourists by digital and mobile media tool, use social media to communicate with them directly and collaborate with overseas and domestic tour operators as well.