| With the boom of tourism and traveling in China, tourism marketing planning, as the significant guide for tourism destination and tourism industry, has developed and received great progress. Besides perfecting basic theories, creating new planning methods and skills, new types of tourism planning appear catering to the marketing changes, such as regional tourism marketing planning, detailed sight planning in scenic plots, events and activities planning. Because the competition among various tourism destinations turns furious and consumption conception tends rational, the status of regional tourism marketing planning has risen dramatically. As such, this paper studies the definition, theories, characteristics and sorts of regional tourism marketing planning, creates basic modes and provides particular cases for each mode in order to let more scholars and managers in tourism areas have a whole picture of this new type of tourism planning and help this new type of planning apply into the regional tourism development especially marketing field.The first part of this paper summaries the situation and problems of current tourism marketing in China, and researches the study on tourism marketing as well as destination marketing at home and abroad. The second part of the paper gives the definition of regional tourism marketing planning with its characteristics, theories, sorts, contents system and work procedures, and then compares this planning with tourism planning and tourism destination marketing. The third part creates three main modes of regional tourism marketing planning including tourism destination marketing planning for image establishment, tourism destination marketing planning for image upgrade and non-tourism destination marketing planning, and introduces each mode form various sides such as applicability, market characteristics, marketing situation, marketing goal, marketing strategy and tactic. The last part cites three cases to introduce practical application of three modes. |
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