Research On Marketing Strategy Of Beijing Wedding Tourism Market

As an important part of building leisure tourism industry system, Wedding tourism isthe " key" to open the door of tourism industry transformation and industrial upgrading.Policies on promoting national leisure tourism and workers paid vacation system make itpossible for workers to be available for wedding travel. Considering people’s increasedpurchasing power and growing attention for wedding honeymoon travel, wedding tourismmarket demand is experiencing rapid growth. Beijing has various and abundant weddingtourism resources and huge market demand, the development of Beijing’s wedding tourismmarket will not only bring economic growth but also promote Beijing wedding tourismmarket to be better and more mature.Under such background, firstly this article makes a summary of both domestic andforeign scholars’ research on experience economy, theme tourism via literature research.Then comprehensively defines the concept of wedding tourism, which includes not onlyhoneymoon tourism but also wedding photography tourism, wedding ceremonies tourismand wedding anniversaries tourism. Secondly, the author collects and analysescharacteristics of Beijing wedding tourism consumption demand by using questionnairesurvey. After comparison between the demand and the current products supply,4vitalproblems that existing in Beijing wedding tourism market are found. Thirdly, combinedwith the4CS marketing theory as well as the long tail theory, the article developsmarketing strategy of Beijing wedding tourism market，especially stress the productstrategy. It’s necessary to develop wedding tourism by better use of special resources ofBeijing. Finally put forward security measures about the strategy implementation asbelow: to establish standards and specifications of wedding industry; to strengthen theregulation of prices; to cultivate talents on wedding tourism professional services and topromote better cooperation between enterprises in wedding industry.Therefore, this article not only makes a deep theoretical research on wedding tourism,but also gives careful consideration of the practicability under the guidance of policiesrelated.