Based on the core concept of marketing, the connotation of scenic spot marketing should include the following aspects: its origin is people’s needs, desires and needs for tourism; it needs to provide products with a certain quality; its The ultimate goal is to obtain customer satisfaction and customer value; the tourism market is generated by people's needs, desires and needs for travel; marketing requires exchange, transaction or relationship building.

2. Analyze the characteristics and methods of marketing through the attributes of tourism products in scenic spots

All tourist attractions also fall within the conceptual scope of tourism products, so through the fundamental attributes of tourism products and characteristics can analyze some of its marketing methods to attract tourists.

1. Both tourists and employees are important parts of marketing

One of the characteristics of scenic spots is that tourists are part of the production process, and employees are also part of the product. Tourists are the objects of service, and the service process is the production process of the product. Their attitudes and behaviors will not only affect their own experience, but also the experience of other tourists; employees are directly involved in the production and sales of products, and have direct contact with tourists. , their attitudes and behaviors will directly affect whether tourists like the product. Therefore, strengthening employee professional quality training and improving service awareness are also crucial to tourist satisfaction.

2. The impact of accessibility

The convenience of transportation is the key to the success of a scenic spot. Appropriate road signs and promotional products are important tools for marketing tourist attractions. As the saying goes, "If you want to get rich, build roads first." As the most important part of the infrastructure of a scenic spot, improving the accessibility of the scenic spot is also a key part of the marketing of the scenic spot. For example, after all villages in Yishui County, Shandong Province were connected to asphalt roads, it triggered a craze for "rural tourism". The local tourism bureau also lost no time in launching high-quality rural tourism routes, covering scenic spots such as the Underground Grand Canyon, Underground Gallery, Qi Great Wall, Folk Village, and Industrial and Agricultural Science and Technology Demonstration Park. Yishui County also invested 1.66 billion yuan to speed up the construction of a cultural tourism city and Yimeng International Wealth Center that integrates catering, shopping, entertainment, hotels, etc.; invested 2 million yuan to improve urban road traffic signs and tourist traffic instructions within the county. The signs were standardized and organized, and 63 tourist signs were set up on main roads and urban areas; more than 1 million yuan was invested to add more than 300 garbage collection boxes in the urban area, and various advertising plaques were unified and standardized; an investment of 3.6 million yuan was made 106 new bus stops will be built in urban areas. Build a tourism service center or tourist distribution center at the county bus station, Yihe Avenue near the county's main traffic thoroughfare, and Tongjiazhuang, Yuandongtou Town, with modern facilities such as rear projection, touch screens, and rolling display boards. Over the past ten years, with the help of the development of transportation, Yishui's tourism industry has grown from scratch, from small to large, and achieved leapfrog development. Now 11 tourist attractions have been built and opened. The tourist source market covers Hebei, Tianjin, Beijing, Henan, Jiangsu, Anhui and other places. The brand of "Yimeng Geological Wonders Natural Ecological Tourism Zone" has become famous throughout the country.

3. The impact of off-season and peak season

Scenic area marketing often tries to stimulate demand in the off-season and increase the utilization rate during the off-season. Since tourism products are "non-storable", price differences can be implemented between group and individual travelers during off-peak seasons to maximize economic benefits. Sell ??at a last minute discount to ensure some revenue, as the product will lose its value once it becomes obsolete. However, the impact of price on supply and demand is not always great. Therefore, you can implement scenic spot promotions during the off-season, and adjust prices to stimulate tourist demand when the scenic spot is about to enter the off-season. Just like when clothes are discounted during the season change, some people will still choose to consume.

3. Analyze market characteristics and grasp marketing direction

Unlike other products, tourism products can only provide tourists with temporary rights to use the products, and they are exclusive. provided to tourists. This may lead to the possibility of conflict between the needs of different target markets. In view of this, when marketing scenic spots, the focus of the work is to comprehensively consider the characteristics of the target market and plan different marketing plans according to their respective needs. Different marketing programs can buffer or resolve conflicts between the needs of different target markets.

1. Diversification of scenic spot marketing entities

Scenic spot marketing not only promotes oneself, but also includes other people’s promotion of oneself. For example, travel dealers use scenic spots in their brochures to encourage people to go on vacation; the government promotes and markets major domestic scenic spots to encourage foreigners to visit; local governments and tourism management departments use scenic spots as the main content of tourism destination marketing . Therefore, the marketing of scenic spots should highlight its uniqueness and locality, making it a representative scenic spot for regional tourism, taking advantage of relevant entities to expand its influence, and make the marketing work effective. a. Travel agencies are the best tools for geographical diversification of distribution channels in scenic spots. Travel agencies, as the main customer input point for scenic spots, are the lifeline of the development of scenic spots. Although the relationship between scenic spots and travel agencies is also very delicate, as the market competition intensifies, the conflict of interests between the two is also increasingly intensified. However, travel agencies are still the first choice channel for most scenic spots, and they are also the channel with the strongest relationship. Scenic spots should strengthen communication and multi-faceted cooperation with travel agencies to enhance the value of this channel with the concept of "win-win". In addition, scenic spots should also expand the construction of other channels from the perspective of their own development to avoid the risks that this single channel brings to scenic spot operations. b. Other travel media In addition to travel agencies, other travel media usually include accommodation and transportation, dining and entertainment, etc. They can enable the scenic spot to approach many individual tourists at a low cost by providing a sales team; sometimes they can provide financial assistance to the scenic spot, such as ordering in advance, paying on time, etc.; they bear certain risks of the scenic spot due to their ownership; they It can deliver information on various activities, new products, price changes, etc. to scenic spots and tourists; it can help scenic spots improve their business activities.

2. Consumer needs are diverse and changing

Consumers’ needs for scenic spot products and services are complex, diverse, and constantly changing. Therefore, tourist attractions must pay attention to studying consumer market demand, predict its changing trends, constantly develop new projects, and improve the adaptability and competitiveness of scenic spots. For example, the development of the camping leisure tourism industry has made traveling in an RV a fashionable tourism icon, followed by the development of a series of services such as related RV tourism forums and the establishment of an RV camping tourism network.

3. Develop different marketing plans for different customer groups

Demographic characteristics include gender, occupation, age, income, religion, family structure, education level, etc., and the variables they include It is very clear that segmentation by demographic characteristics is the most popular method of market segmentation. According to the age standard, there are children's tourism market, youth tourism market, middle-aged tourism market, elderly tourism market, etc.; according to occupation and education level, there are business tourism market, employee tourism market, science and education tourism market, etc. Analyze the different needs of existing and potential customers, target the market scope of the selected scenic spot products, and enumerate the actual and potential tourism demand conditions of tourists within the market scope. This is the original basis for scenic spot market segmentation. The basic information about tourists' actual and potential tourism needs can be obtained by using the scenic spot market research process and method mentioned above. After mastering this information, we can conduct a detailed analysis of the different needs of tourists and determine the tourists' needs. Basic needs and most importantly basic needs serve as the basis for market segmentation. To further understand the characteristics of market segments, on the basis of determining the segmentation standards and preliminary segmentation of the market, according to the characteristics of the segmentation variables, we must carefully and in-depth analyze the consumption characteristics and consumption of tourists with the characteristics of such segmentation variables. Habits, compare them with scenic spot products, form a certain judgment on whether the scenic spot products can meet the needs of these tourists, and re-screen the market segments. Generally speaking, there are two ideas for measuring the size of market segments: First, the overall market size of the scenic spot must be predicted based on the development status of the local tourism market, historical data of the scenic spot, changes in the external environment of the scenic spot, etc., and then , it is necessary to give them corresponding weights according to the development laws and trends of various market segments. For example, a scenic spot mainly receives high-end tourists, supplemented by mid- to low-end tourists; or it mainly receives group tourists and receives individual tourists. For help and so on.

For such different market segments, scenic area marketers need to make judgments about the proportion of their respective scenic spots in the overall market size, and then make calculations based on their respective proportions. The second is based on the overall size of various market segments in the area where the scenic spot is located. Scenic spot marketers infer the competitiveness of the scenic spot itself in this segmented market and the historical data of the scenic spot to infer how much market share the scenic spot will likely occupy. , and based on this, the market size of the scenic spot segment is estimated.

a. Event planning

In a new era, with the strengthening of people's awareness of enjoyment, they have lived in the city for a long time and are tired of everything familiar in the city. They advocate a way of returning to nature and getting close to the big world. After the natural concept of tourism consumption formed an upsurge of returning to nature. Tourists pay more and more attention to experience when traveling instead of just watching. More young tourists or individual travelers focus on their own experience and participation. Set up level-breaking competitions or maze activities in the scenic area, which can stimulate tourists' competitiveness and provide good leisure and entertainment venues for outdoor competition enthusiasts. If some items are changed from time to time, they can also attract repeat customers and come together. There may be more and more tourists. This mainly takes advantage of people's love of adventure and innate competitive spirit. Therefore, planning a variety of experiential activities in scenic spots is also an important marketing method to meet current customer needs.