Developing a Strategic Marketing Plan in Tourism Industry : Case: The Tourism Market of Henan Province in China
Ping, Huijun (2010)
Ping, Huijun
Kemi-Tornion ammattikorkeakoulu Lapin ammattikorkeakoulu
2010
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2010120116534
https://urn.fi/URN:NBN:fi:amk-2010120116534
Tiivistelmä
ABSTRACT
PING, HHUIJUN 2010. Developing a Strategic Marketing Plan in Tourism Industry. Case: The Tourism Market of Henan Province in China. Bachelor’s Thesis. Kemi-Tornio University of Applied Sciences. Business and Culture. Pages 66. Appendices 1-3.
The objective of Thesis is to develop a strategic marketing plan for the tourism market of the Henan Province in China. The new strategic marketing plan for the Henan’s tourism market is developed in order to attract more tourists to travel to this destination for the purpose of developing and consummating the tourism market in Henan.
This Thesis uses both qualitative and quantitative research methods. Interviews and the questionnaire are the main data collection techniques in this Thesis. I interviewed four managers of four tourism companies in order to understand more about the Henan’s tourism market. Furthermore, I distributed a questionnaire in June and July 2010 to 200 tourists traveling in the Henan province to collect and analyze the tourists’ consuming behaviors. The theoretical framework discusses the concept and nature of tourism, the characteristics of tourism, the motivation of tour, factors that impact on tourists’ consuming behavior and the ways to compile a strategic marketing plan in tourism industry. The sources of information consist of books dealing with the topic and selected Internet articles.
The result of this Thesis is a feasible strategic marketing plan based on the analysis of the tourism market in Henan province. The new strategic marketing plan is developed in accordance with the seven ‘Ps’ and it puts forward new ideas and marketing strategy suggestions for the development of the Henan’s tourism market.
Key Words: tourism market, Henan province, strategic marketing plan, seven ‘Ps’
PING, HHUIJUN 2010. Developing a Strategic Marketing Plan in Tourism Industry. Case: The Tourism Market of Henan Province in China. Bachelor’s Thesis. Kemi-Tornio University of Applied Sciences. Business and Culture. Pages 66. Appendices 1-3.
The objective of Thesis is to develop a strategic marketing plan for the tourism market of the Henan Province in China. The new strategic marketing plan for the Henan’s tourism market is developed in order to attract more tourists to travel to this destination for the purpose of developing and consummating the tourism market in Henan.
This Thesis uses both qualitative and quantitative research methods. Interviews and the questionnaire are the main data collection techniques in this Thesis. I interviewed four managers of four tourism companies in order to understand more about the Henan’s tourism market. Furthermore, I distributed a questionnaire in June and July 2010 to 200 tourists traveling in the Henan province to collect and analyze the tourists’ consuming behaviors. The theoretical framework discusses the concept and nature of tourism, the characteristics of tourism, the motivation of tour, factors that impact on tourists’ consuming behavior and the ways to compile a strategic marketing plan in tourism industry. The sources of information consist of books dealing with the topic and selected Internet articles.
The result of this Thesis is a feasible strategic marketing plan based on the analysis of the tourism market in Henan province. The new strategic marketing plan is developed in accordance with the seven ‘Ps’ and it puts forward new ideas and marketing strategy suggestions for the development of the Henan’s tourism market.
Key Words: tourism market, Henan province, strategic marketing plan, seven ‘Ps’