文档介绍：Chapter 8:Tourism Promotion 旅游促销
Chapter 8: Tourism Promotion
旅游促销
Communicating with Target Markets
83>.1 Promotion = Communication
促销=交流沟通
● munication 显性交流
● munication 隐性交流
Goals and Types of Promotions
促销目的与方式
● Behavior modification 行为影响
● Product life cycle 产品生命周期
● Informative promotion 介绍性促销
● Persuasive promotion 劝诱性促销
● Reminder promotion 提醒性促销
Promotion and the Visitor’s Buying
Process 促销与旅游者购买过程
Visitor’s Buying Process Stages
旅游者购买阶段
Goals of Promotion
促销目的
Attention 关注
Comprehension理解
Inform
介绍
Attitudes 态度
Intention 意向
Purchase 购买
Adoption 采纳
persuade
劝诱
Remind
提醒
Behavior Modification 行为影响
munication Process
沟通过程
Implementing a Promotional
Program 实施促销计划
Select the Target Market
选择目标市场
Develop Promotional Objectives
确定促销目的
Establish the Promotional Budget
确定促销预算

Determine the Message Idea
确定信息主题
Select the Message Format
选择信息形式
Select Promotional Mix Elements
选择促销组合要素
Select Promotional Media
选择促销媒介
Measure and Evaluate Promotional
Effectiveness 促销效果测度与评价
●Advertising Tracking Studies 广告效果追踪研究
●parison Method 成本比较方法
●Concept Testing 概念测试
●Conversion Studies 转换分析
●Inquir