A Case Study On The Story Marketing Strategy For The French International Tourist Destination In China

With the development of globalization,the economic competition of various countries has become increasingly fierce.Similar stories are told in international tourism sector which applies multiple tourism marketing strategies to expand the market share.In global tourism market,France has won the first place in the number of inbound tourists for years,not only because of its substantial tourist resources,wellknown constructions and comprehensive tourist service facilities,but because of its advanced tourism marketing strategies which successfully impress and attract global tourists.The strategy of using story marketing to build the romantic destination image is the key to arousing the tourism motivation,which also helps to build up its competitive destination brand.But for China whose tourism also enjoys the benefit of ample tourism resources,it is not as competitive as France in the aspects of destination branding and image building for the adoption of marketing strategies.Based on the previous achievements on the theories of story marketing,this study is to search for the pattern of tourism story marketing strategy by digging in the case of France's tourism marketing to Chinese tourists.Through the statistic collection,a survey on China's tourists and comparation,the way how France tourism uses stories to build up its image and popularity and to draw inbound tourists will be found.The results show that France has built up a destination image of “Love and Romance”,an immortal theme of storytelling,by narrating love stories strongly connected with the local sites.Meanwhile,the marketing stories are conveyed through the “5W” communication model that effectively spreads the stories and stimulates the tourism motivation of Chinese tourists.Drawing from the advanced strategy of tourism story marketing in France,this study offers China's tourism marketing some suggestions that China should select an outstanding and typical theme for China's destination stories in order to build up a positive and characteristic destination image,and enrich the story communication channels so that stories can be heard widespread and the marketing can be effective enough to enhance the tourism competitiveness.