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From the perspective of cultural soft power of the tourism destination marketing - a case study of Beijing City

Author: ChenQingXia
Tutor: CaiHong
School: Capital University of Economics
Course: Tourism Management
Keywords: cultural soft power inbound tourism tourist destination marketing
CLC: F592.7
Type: Master's thesis
Year: 2014
Downloads: 4
Quote: 0
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Abstract


The strategic position of soft power is more highlighted in the era of peacefulcompetition. Culture is the "invisible forces",which can wears away a stone like water.Inbound tourism development is the key of the Beijing tourism development and theimportant content of the goal of "world-class tourist city"; Tourism marketing is ansignificant factor for the development of tourism industry, cultural soft power is the mainfulcrum of promoting the global appeal and inbound tourism development of Beijing.This paper is based on two big background: one is the importance of cultural softpower in the national comprehensive national strength increasing; Second, in recent yearsthe number of inbound tourism reception and its revenues significantly deviate from theinbound tourism planning of Beijing "twelfth five-year" goal.On the basis of literature review, at first, this paper defined "cultural soft power",which refers to a country’s culture cohesive, charisma, penetration, attractive and creativity.Second, based on the related theories,such as phenomenology, social psychology, andthe theory of industrial development, through data and theoretical analysis, this articleestablishes the relationship between cultural soft power and tourism, and tourismdestination marketing.Finally, this article gains experience of using the national soft power to marketinginbound tourism through international developed tourism countries, such as South Korea,the United States, the United Kingdom, and domestic region. Then, combined with theBeijing entry tourism development present situation, this article puts forward that in theperspective of soft power of culture, this article puts forward the marketing principle, targetmarkets, and four marketing strategies, including film and television culture marketingstrategies, oriental traditional culture marketing strategies, creativity culture marketingstrategies, and new media marketing strategies, to use the cultural soft power marketingBeijing inbound tourism, which based on the analysis of the current situation of thedevelopment and environmental analysis of Beijing inbound tourism.

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