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巴塞罗那旅游业的市场营销 Marketing of Barcelona's Tourism Industry [6]

论文作者:www.51lunwen.org论文属性:作业 Assignment登出时间:2017-09-25编辑:cinq点击率:10532

论文字数:2000论文编号:org201709251509082556语种:中文 Chinese地区:英国价格:免费论文

关键词:旅游管理留学生作业巴塞罗那

摘要:本文是留学生旅游管理作业范文,主要内容是针对巴塞罗那当前的旅游业发展状况进行市场营销方面的分析,并针对当前环境的不同策略提出建议。

made up of both tangible and intangible assets (Qu 2011 in Schaar, 2013). The tangible assets include geographical features and the intangible assets include culture, customs, and history. Barcelona is an urban territory in Catalan that offer experiences all year round with a strong modern, cosmopolitan component.

Price
According to a report on Mintel all-inclusive package holiday growth has surpassed far independently booked holidays over the past holidays. This encourages mass tourism and that is the last thing Barcelona need going forwards. It is recommended to increase prices of package holidays or reduce the package holidays and introduced more high end products to target high spending target groups and brands and international markets. Another strategy is to promote niche tourism and increase daily expenditure per tourist

Promotional Mix (Appendix 6)
The recommended promotional mix for Barcelona include advertising, personal selling, direct marketing and public relations. The most effective and recommend is however is websites and social media. Websites are relatively cheap and do not draw an excessive amount to customers. Which works well into the demarking strategy. Social media is cheaper, almost free and can reach a wider range of customers. It allows personal selling, direct marketing, adverting and public relations online via Social Networking Sites, Picture Sites, Video Sites, Forums/Message Boards and Blogs/Microblogs for free. It allows interpersonal communication to broadcasting, and if the chosen destination message is funny, controversial or information that people want to share then there is a chance it will go viral and spreads on the web through sharing.

In conclusion, Barcelona current marketing provisions for include various methods of destination marketing mix including advertising, online personal selling, public relationships, direct marketing, sponsoring events and/or sales promotional activities. Barcelona has been using promotional campaigns for advertising via Television adverts, social media and YouTube to reach a wider audience. As a result, their tourist numbers have increased to the point of excessive. The marketing strategy recommended for Barcelona is a de-marketing strategy which should be incorporated into the marketing mix to achieve greater tourist management efficiency and sustainability.

Ajuntament de Barcelona, (2014). Barcelona's tourism activity: development and management. ajuntament.barcelona. Barcelona: Barcelona Activa-Barcelona City Council.
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