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A Study on Culture Marketing Strategy of International Tourism

Author: LiuChaoYang
Tutor: WangXueCheng
School: Tianjin University of Finance and Economics
Course: English Language and Literature
Keywords: tourism culture marketing marketing strategy
CLC: F591
Type: Master's thesis
Year: 2013
Downloads: 6
Quote: 0
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Abstract


Nowadays, tourism is playing an increasingly important role in international economy. Tourism has become pillar industry in many countries. China is a multinational country with long history. It has splendid cultural and rich natural resources. In recent years, with the change of tourist consumption idea, Chinese culture is becoming a great selling point in international tourism market. China has become the third world tourist destination ranking after Europe and America. World tourism organization predicts china will have received137million inbound tourists by2020, accounting for8.6%of world’s market share, the fourth in the world. China’s outbound travel will reach100million person-times, accounting for6.2%of the world’s market share, the fourth in the world. Chinese tourism is facing an unprecedented opportunity. At the same time, it also encounters with severe challenges. The precious cultural resources are not effectively used in tourism. Many defects existing in marketing strategy lead to a very low market share of Chinese tourism in international tourism market. Compared with world tourism power, Europe and America which respectively holds53.3%and15.8%of world market share, China has a long way to go in improving its tourism and increasing its international market share.In the hypercompetitive international tourism market, the success of a tourist destination does not only depend on its natural resource, but also on the employment of proper marketing strategy. With the improvement of educational level, tourists have more interest in culture consumption. They pursue spiritual and cultural satisfaction in travelling. Cultural marketing is defined as a kind of strategic marketing activity in which enterprises achieve business goals through consciously discovering, screening, training and using one kind of unique core values. Therefore, cultural marketing is an effective way in showing the cultural value of tourist destination. The employment of culture marketing in the process of tourism marketing must lead to the successful promotion of tourist destination, the improvement of international competitiveness, and the increase of world’s market share.

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