Research On Ukraine’s Tourism Marketing Strategy Towards China

As a soft support for economic and trade exchanges,the "Belt and Road Initiative"has expanded the cultural exchange space between China and Uzbekistan.On the basis of respecting cultural differences between the two countries,it has extended cultural exchanges and cultural communication to economic trade.This provides a strategic opportunity to promote bilateral interaction and exchange.Tourism is one of the most promising and fastest-growing industries in the Ukrainian national economy.How to seize opportunities and further explore the Chinese tourism market has become a concern.Based on the literature review,this paper analyzes the natural resources,human resources,social landscape resources,existing tourism products and market components owned by Ukraine in combination with RMP theory,4P theory and 4C theory.In order to better meet the individual needs of Chinese tourists,320 questionnaires were distributed from the theory of tourism preference,tourism decision theory and tourism motivation theory.Descriptive statistical analysis,reliability,validity analysis,correlation analysis and hierarchical regression analysis were performed using SPSS19.0 software.To verify(1)respondents with different gender information have very obvious differences in the influence of tourism factors.(2)Respondents of different ages have very obvious differences in the influence of tourism factors.(3)Respondents with different academic qualifications have very obvious differences in the influence of tourism factors.(4)Respondents from different occupations have very obvious differences in the influence of tourism factors.(5)Respondents with different incomes have obvious assumptions such as differences in performance due to tourism factors.The results show that the different qualifications of tourists and the evaluation of factors affecting tourism decision-making have a negative correlation.The different ages of tourists and the evaluation of factors affecting tourism decision-making have a negative correlation.Tourists with different incomes have a positive correlation with the evaluation of factors influencing tourism decision-making.Finally,this paper summarizes and focuses on the development of Ukrainian tourism products and resources.Use price leverage to adjust market demand.Strengthen the construction of publicity channels.Strengthen marketing strategy recommendations such as targeted promotions with visitors.This paper applies marketing theory to the process of Ukrainian tourism marketing to China,which is a positive attempt to link theory with practice.At the same time,the conclusions of this paper can provide practical support for the construction of Ukrainian tourism marketing strategy,which is of great significance for the improvement of Ukrainian tourism marketing strategy.