我国入境游营销策略研究

随着全球经济的发展和人民生活水平的进一步提高，旅游已经成为现代人类社会的一项重要生活方式。入境旅游作为最具有发展潜力的国际旅游产品，正受到越来越多的关注。我国作为旅游资源极为丰富的旅游业大国，虽然起步较晚，但是发展速度却相当快。目前接待着来自全球四十多个国家或地区的游客，在世界旅游大国中的地位也正逐步攀升。但从长远的发展来看，就规模、在全球的影响力以及吸引力而言，我国入境旅游业仍有很大的发展空间。因此，本文将通过理论分析与实际相结合，分析我国入境游客的特征和消费偏好，阐述发展过程中存在的问题，研究和探讨我国入境旅游业的营销策略，以吸引更多的外国游客，使我国入境旅游业长久地发展下去。
关键词： 入境旅游；消费偏好；营销策略

Research on the marketing strategy of China’s inbound tourism
Abstract: Along with the global economy development and the rise of people's standard of living , tourism has become the modern human society as an important way of life.Entry tourism as the most potential international tourism products, are receiving more and more attention.Chins as a country which has rich tourism resource developed quickly these years.At present,China has been received more than 40 global countries or regions of tourists and the status of international tourism is also growing fast.But because of the lack of influence and attractive,the inbound tourism of China still has a great development space.Therefore, this article will through theoretical analysis and practice, analysis the features and consumer preferences of tourist arrivals,expound the problems in the process of development and research the  marketing strategy of China's inbound tourism.It can attract more foreign tourists and improve competitiveness in international tourism.

Keywords: inbound tourism；Consumer preferences；marketing strategy

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