First, tourists' cognitive characteristics of tourist destinations
Tourists' cognition or impression of tourist destinations mainly depends on two factors: one is the expectation of the destination; The second is the actual feeling. Tourism destination is a complex system involving landscape, people, environment and other factors. Influenced by the cognitive level of subjects, the complexity of cognitive objects and related factors, tourists' cognition of tourist destinations is different from other cognitive activities: (1) the difference of cognitive level. Influenced by living habits, education level, hobbies, nationality, religious belief, occupation, age and other factors, there are obvious differences in tourists' cognitive level. At the same time, because tourists' cognitive process involves many subjective factors, the cognitive results are subjective, fuzzy and different. (2) the plot of cognitive content. Tourists are just one of the many roles that individuals play on the big stage of life, which is a very short period. Through the brief contact with the residents of the tourist destination and the tourist landscape, we can't have a comprehensive understanding of the tourist destination, but we have some memories of the most impressive landscape or scene, most of which belong to the plot memory. Memory is the result of cognition and a relatively stable impression formed by tourists after comprehensive evaluation of tourism destination information. (3) The cognitive result is one-sided. Tourists' short travel time is influenced by the cognitive level of the subject, cognitive objects and environmental factors, which often leads to one kind or another deviation in cognitive results. Because tourists have a short cognitive time in tourist destinations and can't thoroughly understand the cultural characteristics and personality of tourist destinations, tourists often evaluate tourist destinations with their first impressions, which is what people call the first cause effect. The first impression of a tourist destination, that is, the first or first impression, has an extremely important influence on tourists' cognition of the tourist destination. In the process of tourism activities, when cognition has formed a good or bad impression on the tourism purpose, people often infer other characteristics of the place, which is the so-called "halo effect".
Second, the factors that affect the preference of tourism destination selection
The factors that affect tourists' consumption decision-making process and the formation of consumption behavior are complicated, mainly including: (1) tourism purpose. The purpose of tourists is the most basic factor affecting tourists' preference for destination selection. In 2007, the number of domestic tourists in China reached 1, 6 1 100 million, and its tourism purpose was mainly sightseeing and leisure. Sightseeing and leisure tourists are most interested in China's cultural relics, magnificent landscapes and colorful ethnic customs. (2) Individual factors. Refers to the sex, age, education level and occupation of tourists. Individual factors are the most direct factors that affect tourists' preference for tourist destinations. The main age groups of inbound tourists in China in 2006 were 25-44 years old (46%), 45-64 years old (36%) and 15-24 years old (8%). According to the survey of American tourists in China, except the elderly tourists over 65 (50%), tourists of other ages choose to travel with their families, friends or individuals. (3) Geographical factors refer to the location of tourist destinations and the distance between tourist sources and tourist destinations. In 2006, the tourist sources of foreign tourists in China mainly distributed in Korea (2 1%), Japan (20%), Russia (13%), the United States (9%) and Malaysia (5%). (4) Social factors, including reference groups, families, roles and status factors. Tourists' preferences for destination choice will vary according to different types of tourists. In tourism behavior, personal factors such as tourism purpose and individual factors are the most direct factors affecting tourists' preference for destination selection, while external environment such as geography and social factors have indirect effects on tourists' preference for destination selection. be transferred to a new job
Thirdly, the marketing strategy based on tourists' preference for destination selection.
1. Tourism Ethnic Group Division and Tourism Destination Marketing Strategy
Tourism groups are divided into three categories: high-end tourism groups, middle-end tourism groups and family tourism groups. High-end tourist groups like to enjoy high-end hotel facilities and services when traveling, and are willing to pay high prices to choose to stay in high-end hotels. In terms of information sources, tourism information is mainly obtained through newspapers, magazines and the Internet. Therefore, if a tourist destination wants to attract such tourists, it needs to establish high-class tourist hotels and contact such tourists through newspapers, magazines and the Internet. Mid-range tour groups generally choose to engage in tourism activities on weekends. For them, traveling is to escape the pressure of daily life or work. The most common choice of accommodation place is ordinary hotel or motel, followed by cheap accommodation place. In terms of information sources, the ethnic group mainly obtains tourism information through newspapers and magazines, relatives, friends and colleagues and the Internet. Therefore, in order to attract such tourists, tourist destinations need to set up ordinary hotels or parking hotels or cheap accommodation places to contact such tourists from newspapers, magazines, relatives, colleagues and the Internet. Family tour groups often travel together, and the type of accommodation they choose is not specific. In terms of information sources, family tourists mainly use newspapers and magazines, friends and colleagues and the Internet. Therefore, in order to attract such tourists, a destination needs to set up a general hotel or parking hotel, and contact such tourists from newspapers and magazines, friends and colleagues, and the Internet.
2. Characteristics of tourists and marketing strategies of tourist destinations
By analyzing the relationship between the factors that affect tourists' choice of tourist destination and the characteristics of tourists, it is found that women are more motivated than men to pursue physical and mental relaxation, mental pleasure and learning, while young student tourists pay more attention to the cultivation of interpersonal relationships, interaction with others and opportunities to expand their knowledge and learning, as well as various tourist facilities and opportunities to participate in activities and performances in person in this tourist destination. Those with lower average monthly income pay more attention to learning and improving their self-ability, and pay more attention to the travel motivation of interpersonal communication and the characteristics of tourist destinations. The survey shows that the younger people pay more attention to fame, which shows that teenagers are more likely to be attracted by fame and advertisements, which in turn leads to tourism behavior. Therefore, tour operators can formulate corresponding marketing strategies according to the different characteristics of tourists. For example, in view of the characteristics that teenagers are easily attracted by fame and advertisements, advertising marketing for teenagers can be strengthened to attract young tourists, which can not only satisfy teenagers' interpersonal motivation and opportunities, but also stimulate their curiosity and creativity.
3. Tourism motivation, destination perception and destination marketing strategy.
If tourists can identify with the distance of tourist destination, the provision of tourist information and the convenience of accommodation and transportation, they can achieve the tourist motivation of enjoying complete tourist facilities and services, getting rid of daily busy life, relaxing themselves, challenging themselves, expanding their knowledge and interacting with people. If the ticket price is reduced, tourists will be more willing to cultivate their self-ability, expand their knowledge, affirm themselves and increase their opportunities to communicate with others; If the tourist destination can't provide convenient accommodation, tourists may turn to camping and picnics, which can enhance tourists' ability to challenge themselves, increase their creativity and their own travel experience, and increase opportunities for interaction by cultivating feelings with friends in camping and picnics. If the tourist destination can't provide tourists with various tourist facilities and opportunities to participate in activities, it can't satisfy tourists' ability to challenge themselves, expand their knowledge and enrich their travel experience, and can't help tourists get rid of the busyness of daily life and realize psychological relaxation. However, if the tourist destination can't provide visitors with activities, performances and various tourist facilities, it can't satisfy tourists to challenge themselves, exercise their physical fitness, enrich their travel experience, and make them unable to enjoy complete facilities and services, thus reducing their motivation to travel here.
4. Implement the alliance strategy and make the package itinerary.
Tourists stay in tourist destinations for one day, so ordinary tourists can't know the accommodation information provided nearby. If given the chance, nearly half of the tourists would like to stay in the scenic spot. It can be seen that integrating tourism resources and providing accommodation services for tourists can increase the stay time of tourists. The diversified sightseeing activities provided by scenic spots can attract consumers to increase their tourism demand. In the current tourism market, any tourism enterprise that can't meet the needs of customers will be gradually eliminated. In the tourism industry of the same region, similar industries and supporting service industries often appear clusters. For tourists, industrial agglomeration increases the selectivity of tourism, thus strengthening the motivation of tourists to go to this place.
5. Strengthen the joint marketing of tourist destinations and related industries.
If the tourists' cognition of the tourist destination is incomplete, it will reduce their motivation to go to the tourist area. At this time, tourist attractions can cooperate with travel agencies, transportation services and related industries. For some tourists with less travel experience, participating in group tours can reduce the pressure of itinerary planning and implementation. Visitors can learn about the characteristics of tourist areas and come to travel through the introduction and arrangement of travel agencies. Joint marketing with local tourist attractions, such as setting up a shuttle bus between tourist attractions and cities, to facilitate tourists to visit nearby tourist attractions. In other words, tourist attractions can cooperate with travel agencies and transportation service agencies in the form of synchronous marketing, advertise together with related industries, expand advertising benefits, and increase the number of tourists traveling with groups. Joint marketing can not only exert multiple effects of industrial chain, but also have marketing multiplier effect.
6. Give play to the marketing effect of holding activities.
Holding activities can drive instant tourists. Regular or irregular activities make tourists look forward to the arrival of the event date and arrange their itinerary as soon as possible. If the related products derived from activities can become the foundation of local industries, local tourism-related industries can be created and more employment opportunities can be created for local residents.