Tourist attractions promotion planning scheme

This paper is an online marketing plan of ancient capital Anyang Travel Agency, which takes tourist attractions as the marketing target.

Planning scheme of tourist attractions. Its purpose is to promote the brand concept of "ancient capital Anyang tourism", publicize the tourism consumption consciousness of "ancient capital Anyang tourism", make "ancient capital Anyang tourism" a household name, popularize the ancient capital Anyang tourism network, and finally achieve the marketing purpose.

Brief introduction of tourism resources in Anyang, the ancient capital

Anyang, located in the north of Henan Province, is an important tourist area in China Plain. Anyang, the ancient capital, is an ancient city, one of the eight ancient capitals in China, a national historical and cultural city and one of the centers of early civilization in China. It is also one of the oldest capitals in the history of China. It is located in the north of Henan Province.

One of the rare areas with dense tourism resources, Taihang Mountain in the west and North China Plain in the east, with numerous peaks and mountains and fertile land. In ancient times, it was the suburb of Yindu and Yedu and the cultural center of Gyeonggi. Therefore, there are many natural and cultural landscapes and rich tourism resources. Western hilly areas, natural tourism resources and

Religious and cultural tourism resources are relatively concentrated; In the central part of Ling Gang, there are rich tourism resources of historical celebrity relics; In the eastern plain, there are many eco-agricultural landscapes and a certain amount of cultural tourism resources. There are 3 national cultural relics protection units, 3 provincial cultural relics protection units 1 1, and 78 municipal and county cultural relics protection units. male

Beautiful scenery, splendid history and culture and colorful customs constitute unique tourism resources, which have aroused great interest from domestic and foreign tourists.

The following is a list of some scenic spots

Second, the ancient capital Anyang tourist attractions target customer analysis

(1) target market

The target market positioning of Anyang, the ancient capital, is centered on North China, radiating outward to surrounding areas and provinces, with the province as the main market subject and North China, the eastern coast and East China as the main target areas. Attached to Taihang Mountain, it extends to the surrounding western region and northwest market. With the concept of "going into the mountains, getting close to nature and returning to simplicity", we will take the leisure and friendly tourism route of "tradition, folklore, nature and simplicity" to attract a group of people who pursue "natural simplicity, freshness and tranquility" as their main target customers.

(2) Main target customer groups

A group with a life attitude of pursuing "natural simplicity, freshness and tranquility".

Age characteristics are basically located in middle-aged and elderly people. Young people are potential customers.

A group that pursues history, culture and red spirit.

A group that pursues relaxed and leisure travel.

A group that pursues the feeling of home, is keen on "family travel", and three generations travel together on a warm tourist route. As Henan is the hometown of overseas Chinese, overseas immigrants and overseas Chinese can serve as a potential growing customer base.

In a certain geographical range, for the working class who tend to travel short distances.

Third, website construction.

At present, the travel agency does not have its own website, and there is no authoritative website covering all the tourist attractions in Anyang, the ancient capital. The only website related to the tourist attractions in Anyang, the ancient capital, is the website of Anyang Tourism Bureau, the ancient capital. However, it is only a government website, not a commercial website. In order to better promote the tourism resources of the ancient capital Anyang, it is imperative to build and put into use the "Ancient Capital Anyang Tourism Network". In the process of website construction, we should pay attention to the influence and function of the website on the marketing effect, so that the website can become an effective online marketing tool. And give due consideration to everyone's own situation, ability, resources, preferences of user groups and profit model to decide their own situation, ability and resources for content production.

, user group preferences and profit model.

(A) the function of the website

Introduction and explanation of tourism resources

Frequently asked questions (FAQ)

Tourism Route Selection and Knowledge Management

Online question consultation and online help

Instant messaging service

Real-time and system functions (such as online ordering, payment and transmission system and its information presentation)

Member management, member login, member community and member exchange.

Advertising management

Mailing list

Site map

Website traffic statistics system.

(2) the content of the website

Travel Agency Information and Reputation Image

Introduction and display of tourist attractions and resources

Tourism News and Culture

Customer service information, such as tour guides, transportation, hotels and other information.

Promotional information, boutique routes and special routes

Sales and after-sales service information

Safety information, travel knowledge

Public information, tourism forums, holiday forums and other forum communities.

Transaction security and contract insurance

Tourism planning, training and recruitment

(3) Website service means

Establish an online forum community

FREQUENTLY ASKED QUESTIONS

Timely information service

Online consulting service

Member communication service

E-mail and online forms

Provide users with online demonstrations.

Fourth, online marketing means.

(A) the choice of search engine marketing model

Because the current market of tourist attractions in the ancient capital Anyang is limited to the local area, few people know and understand the beautiful mountains and rivers and ancient capital culture of the ancient capital Anyang outside the local area. In order to break this dilemma, first of all, I choose search engine marketing mode to promote the brand and website of "Ancient Capital Anyang Tourism".

1, free directory search engine marketing

Submit the website information to classified directories and search engines, and choose to register the website in the following free directory search engines, so as to get the opportunity for the website to be included by search engines.

2. Paid directory search engine marketing:

Choose to place advertisements in OTA classified directories.

Ota classification catalogue

3. Paid technology search engine marketing-search engine advertising strategy:

Because the target markets of the ancient capital Anyang tourist attractions are mainly in the southeast coastal areas and East China Economic Zone, well-known domestic search engines such as Baidu, sogou, Aiwen, Yahoo Chinese, Zhongsou and other search engines will be selected for keyword advertising, and because of the tourism potential of the ancient capital Anyang,

In an overseas market, you can put relatively few keyword advertisements on GOOGLE.

First of all, through the analysis of CNNIC's "China Search Engine Market Survey Report", the user's preferred search engine was determined. Then according to the market share of these search engines, determine which search engines should put keyword advertisements (free and paid) and the proportion of keyword advertisements in each search engine (paid), and plan the planning scheme of tourist attractions.

With the development of computer technology and the wide use of computers, information on the network is flooding. To find information in the depressing ocean of information is like looking for a needle in a haystack. It is this mixed information that makes the search engine successful. Now, technical search engines like Baidu have been favored by the majority of netizens. When most netizens look for information on the Internet, they usually search related web pages through search engines, and then choose the information they need. Therefore, paid technology search engine marketing is the most critical part of search engine marketing, and whether it is done well in this piece is related to the success or failure of the whole marketing strategy.

Obviously, it is inevitable to choose Baidu keyword bidding ranking for tourism promotion in Anyang, the ancient capital. On the other hand, Google's AdWords investment is relatively small.

(1) Baidu keyword bidding ranking

Google's advertising words

Through the above two ways, it provides a lot of reference for us to set keywords, so that we can easily know which keywords are more effective, which can bring benefits to the tourist attractions of Anyang, the ancient capital, and also promote the website. Therefore, we choose the following five keywords.