A Comparative Study On Integrated Marketing Communications Of Inbound Tourism In Henan And Shaanxi

In China,historical and cultural landscape is one of the most attractive resources for inbound tourists.There are plenty of historical and cultural tourism resources in Henan province.As the reputation goes,"the amount of Henan's underground cultural relics ranks the first and over-ground ones ranks the second all over the country".The development and international fame of inbound tourism in Henan,however,is not equal to Shaanxi,with less historical and cultural tourism resources than Henan.Henan's inbound tourism still ranks behind all over the country.For example,the average ranking in recent years of inbound tourism income in Henan is the 21st in China,a big gap behind Shaanxi which ranks 11th.Aimed at the situation that Henan's inbound tourism ranks behind all over the country,some studies regard the bad external communication as the main reason and put forward some strategies to strengthen the external communication.However,these studies are not easy to be carried out because most of them focus on the conceptualization level.Firstly,the author gives a brief account of the relevant theoretical basis and international research of this study.Then the author compares the current situations of inbound tourism development between Henan and Shaanxi,and compares the international fame of the two provinces based on search engines,foreign travel agents and forum sites with the method of webometrics.Next,the thesis identifies the problems in the development of inbound tourism in Henan province with reference of Shaanxi province and explains the necessity of integrated marketing communication for inbound tourism destinations in Henan province.In the end,this thesis puts forward international publicing strategies for better development of inbound tourism destinations in Henan based on integrated marketing communication theory.