Research On The Government International Tourism Marketing Strategy In The Background Of Hainan International Tourism Island

At present, with the continuous improvement of China’s international status, more frequently to participate in international affairs, more and more foreigners came to understand China. In this context, the relevant departments of the state proposed to inbound tourism as an important part of the current development of tourism industry. In international tourism marketing, the government planned and packaged the image of tourism destinations through fiscal budget, and organized tourism-related sectors and corresponding enterprises to international source markets to propaganda and promote tourism destinations. Government-led to participate in the tourism marketing has become the inevitable choice of our government. The thesis is in this context, at the crucial moment of building an international tourist island of Hainan, Hainan provincial tourism departments in international tourism marketing how to distinguish the most important international tourist markets, and then determine the corresponding marketing combination tactics.This thesis first summarized the research results at home and abroad, put forward the theoretical basis of government participation in international tourism marketing and its function, then it discussed Hainan government’s international tourism marketing situation and international tourist market analysis according to the data obtained through surveys and accessed to a large number of documents. The thesis collected relevant survey data, by means of a method for the Boston matrix model and mathematical statistics analysis method, finally it divided different levels of Hainan international tourism market, and on this basis, it put forward the marketing focus in different levels and types of international tourist market. On the basis of the Hainan international tourism market analysis, then it proposed government international tourism marketing tactics based on the theory of4Ps, then it put forward in the background of international tourist island of Hainan, the government in the international tourism market should take of product,price, place and promotion tactics. Then the thesis put forward several kinds of typical and specific tourism destination government’s international marketing promotion means, such as the festival marketing, joint marketing,network marketing and public relations crisis and their specific implementation methods. Finally, it summarized the whole thesis and made a prospect for the research, in the process of international tourism destination marketing, the government should focus on the local excellent and distinctive culture of the heritage and development. And in the premise of fully understanding of different countries, different backgrounds and different cultural to better meet the different demands of different count -ry tourism consumer’s, make sure the essence of marketing management is to management of consumer demands.