From the way of travel, individual travel, free travel and short-term travel have gradually become a trend. With the development of high-speed rail, more and more tourists will choose self-help tours instead of travel agencies, mainly family tours and individual tours. Two-day tour and weekend tour will become important tourism forms in the future.
According to the survey, Beijing-Tianjin-Hebei tourists prefer traditional Gold Coast tourist routes and Qilu cultural tourist routes, while Yangtze River Delta tourists are more interested in nature, leisure, health and holiday tourism products, and prefer experiential, participatory and interactive tourism activities. Tourist cities along the high-speed railway in Shandong should carefully analyze the changes in the tourism market pattern after the opening of the high-speed railway, integrate multi-type and multi-level tourism resources, focus on developing products suitable for high-speed railway tourism, such as one-day, two-day and weekend tours, and mainly promote short-term tours with the theme of leisure vacation, business meeting, cultural folklore, study tour, ecological wetland and food health preservation.
At present, regional tourism competition is becoming increasingly fierce. In the era of attention economy, we should attract tourists' attention with new highlights. It is an effective way to win the market quickly to plan high-standard, high-standard and creative publicity activities with influential domestic marketing organizations. For example, establish clear and appropriate marketing themes and slogans, and unify external publicity, such as "high-speed rail free wind friendly Shandong tour", "wonderful weekend Shandong tour" and "high-speed rail Shandong tour makes the journey easier"; Create "Shandong high-speed rail tourism marketing system project", take event marketing as the starting point, and carefully plan and hold a series of tourism cultural theme activities; Design high-speed rail tourism special products to form a product group. Regularly release the "Four Seasons Menu of Shandong High-speed Railway Tourism" to refine the monthly theme of Shandong High-speed Railway Tourism; Establish a higher-level "Beijing-Shanghai high-speed rail tourism alliance", build a "green tourism channel" and innovate the tourism cooperation mechanism; Cooperate with domestic mainstream media and large-scale portals to develop high-speed rail tourism, and attract social attention through strong and multi-faceted reports.
At present, the brand image of "Friendly Shandong" has started all over the country, but the brands of tourist cities, enterprises and scenic spots are not strong enough. Shandong should further identify the breakthrough point and tipping point of tourism marketing, implement the brand extension strategy, establish a unified tourism image of Shandong plate along the high-speed rail, and realize the integration and branding of high-speed rail tourism. Under the guidance of "Friendly Shandong" brand, it can extend sub-brands such as city brand, enterprise brand and product brand, form a tourism brand system with overall brand as the core and multi-level brand as the support, and enhance Shandong's tourism competitiveness. It is necessary to intensify unified publicity, form regional marketing synergy, take Beijing-Tianjin-Hebei and Yangtze River Delta as key tourist markets in Shandong, carry out targeted tourism promotion activities between the government and industries, unify tourism image, propaganda slogans and logos, increase joint promotion and bundled marketing efforts of seven provinces and cities along Beijing-Shanghai, and further enhance the popularity of high-speed rail tourism in Shandong. Shandong should establish a public marketing mechanism for tourist destinations, give full play to the role of the public marketing organization system of "government organization as the leading factor, enterprise organization as the main body, industry organization as the auxiliary factor, and community residents' extensive participation", focus on marketing tourism image and tourism brand, create a good tourism environment, implement comprehensive marketing and national marketing strategies, and enhance the competitiveness and brand value of Shandong tourist destinations.
The convenient transportation in the high-speed rail era has made tourists have higher requirements for the smooth flow of information. Today, with the increasing popularity of tourism, the sudden emergence of individuality and the prevalence of mobile e-commerce, we must pay full attention to the value and role of the media. As for the specific measures, the first is to invite mainstream media and travel agencies in cities along the high-speed rail to collect opinions from Shandong, conduct centralized publicity before and after the opening of the Beijing-Shanghai high-speed rail, carry out activities such as the Shandong Tourism Week of the urban high-speed rail, and implement in-depth marketing. Second, actively use new media channels such as travel websites, portals, blogs, podcasts, and Weibo to conduct all-round publicity, establish a platform for enjoying tourism information, and release tourism information to the public in a timely manner. The third is to establish a one-stop service website for Shandong tourism. With the help of modern tourism e-commerce, it integrates information consultation, electronic map, hotel reservation, tour guide service, tourism products and other functions to meet the market demand for personalized and in-depth tourism of high-speed rail. (Wang Chunsheng Li Source: First Travel Network-China Travel News) Related reading: China's first high-speed rail city tourism alliance was established, and 7 cities planned high-speed rail tours.
Collection of national high-speed rail stops (photos) Wuhan-Guangzhou high-speed rail has brought about great changes in Guangdong, Hunan and Hubei.