本项目的基础是进行研究，以便在活动的基础上确定需要有形和无形组成部分的目标产品。该项目的重点仍然是将目标产品与目标管理组织策略(DMO)联系起来(Guo and Li, 2014)。因此，我们将对中国南部城市云南进行情景分析，以便针对目的地的特点开发一个主题/产品。将确定最适合已开发产品的特定细分市场，以便通过营销活动产生对已开发目标产品的需求和供应。需要考虑的是，目标产品是目标的不同活动组件的组合(Page和Connell, 2014)。因此，本文选择了中国南部城市云南作为研究对象。对目的地的情况分析将有效地拟订具体的主题，这些主题可由目的地的资源加以鼓励和支持。堪培拉论文代写-云南旅游营销活动的研究分析如下
It is to consider that a theme of Yunnan Tourism can be developed on the basis of the different resources that are present within the destination. The theme of Yunnan Tourism will be made of different tangible and intangible components of the destination activity (Pearce, 2010). It will provide the tourists with the experience of diverse ethnic population which will allow the tourists to explore different cultures and the artistic scenic landscapes offered by the Yunnan functions to make it an international tourism destination. The fact that single road connectivity is developed from Yunnan to Myanmar will result as providing benefits to the tourists of travelling around this tourist destination (UN-WTO, 2007). Furthermore, the mild temperature and weather conditions make it suitable to achieve the long term destination of developing into an international tourism destination. The new destination product of Yunnan will be the most attractive and suitable for the nature based and ecotourism segment.
Selection of source market and marketing action
The source market that can be selected for Yunnan, southern China is the Europe on the basis of the appreciation for the nature based tourism.
The market segmentation of nature based and ecotourism can be selected within the source market of Europe. It is found that the ecotourism will be the most suitable type of the market segment that can be targeted to improve the level of tourism in Yunnan (Guo and Li, 2014). It was found from the research that the level of international tourists in Yunnan as less as compared with the domestic tourists due to which the ecotourism segment across Europe will allow the tourism market of Yunnan to grow exponentially.
It is found from the research that the motivation of the visitors play a critical role in their decision making process related to the selecting a destination for their travel. The research has indicated that the overall annual sale which takes place in the ecotourism organizations of Europe exceeds over one billion dollars (Page and Connell, 2014). It is found that the motivation of the tourists present in the segment of ecotourism is considered as Eco tourists. These tourists have a general interest in sustainability and nature tourism. It is found that the lack of wilderness present in the Europe motivates these Eco tourists to find socially designed and environmentally sound programs.
The research surfaced that more than 50 percent of the total European tourists are interested in natural areas. Despite of the large market, the tourists travel in small groups, learn about not only the wildlife but also the diverse culture with the help of destination based guides (Pearce, 2010). The motivations of learning about another’s culture and experience the unseen natural beauty are among the prevalent motivations. The majority of the Eco tourists from Europe are between 25 and 45 years old, professionals, and self-employed with above average income.
The goal will be to bring as much as minimum 10 million eco-tourists in 2018. Marketing action Classification of created action
The type of marketing action that will be developed is the public relations marketing action
Description of action
The plan will focus on utilizing the public relations in order to reach out to the European audience. The PR organizations will be used for the purpose of selling the Yunnan destination to the ecotourism segment present in the source market of Europe (UN-WTO, 2007). The action will be supported by the National Tourist Organization of China and in collaboration with the Air France and Air China to provide with the best air travel experience.
As per the above discussion, the developments in the Yunnan region of southern China is taking place to promote the Yunnan as an international tourism destination. The fact that the destination entails natural beauty, diverse culture, and optimal weather makes it suitable for the ecotourism segment across Europe as the source market (Guo and Li, 2014). Marketing action to utilize the public relations for spreading awareness about the scenic landscapes and nature based offerings of the destination will be effective in attracting the French Eco-tourists. Furthermore, support from Air China and Air France will allow enhanced promotional activities.
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