country presentation china - world tourism...
TRANSCRIPT
China Tourism Brand
• Tagline:
Beautiful China
• Logo:
Chinese Calligraphy
Background Hieroglyph “Travel”
• Why “beautiful”?
Natural beauty of landscapes
Cultural Beauty of diversity
Ecological Beauty of harmony China Tourism Logo
Slogans of China Tourism
2008 “Year of Olympic Tourism”
2009 “Year of Eco-tourism”
2010 “Year of Expo Tourism”
2011 “Year of Cultural Tourism”
2012 “Year of Happy and Healthy Tourism”
Provincial Tourism Slogans
Friendly Shandong
Dalian, a City of Romance
Colorful Yunnan
Dynamic Guangdong
Tourism Performance of China 2012
Domestic Tourism 300 m 13.6%
Outbound Chinese Tourists 82 m 16.7%
Inbound Tourist Arrivals 132 m -2.23 %
Overnight Visitor Arrivals 5 8 m 0.25 %
Inbound Tourism Receipts (Billion US$)
50 m 3.23 %
Understanding Tourism
2009 “The Opinions of the State Council on Speeding up the Development of Tourism Industry”
Tourism is considered “a strategically important industry”.
2011 The first “China Tourism Day” (19th May) was
celebrated.
2013 “Tourism Law” was passed in the legislative body and signed by the president.
It is the first law on tourism, in which the role and funding of tourism promotion is justified.
Conceptions on Destination Marketing
Promotion
Of Tourist Hotspots
Source Market
Promotion
Image
Promotion
Destination Marketing
Systematic marketing
Whole process of tourism consumption
Public Choice of Media
CCTV-1
BTV-1
CCTV-5
BTV-4
International Reference
Ji’nan Times
Sports Weekly
Qilu Evening News
Factors to Determine Media Choice
Media Property
Reach
Ratings
Views
Programe
Projects
Budget
Target
Age Group
Income
Origin
Effectiveness Research
•Tourist Arrival & Tourism Receipts
•Tourist Satisfaction Research
• Destination Popularity Research