| Before the COVID-19 outbreak,with the world’s rapid tourism industry,China became the world’s largest outbound tourism market in 2019.Among the three tourism modes of inbound,outbound and domestic tourism,outbound tourism has grown the most rapidly.Chinese outbound tourism has become the largest tourism segment in the world and the most important source of global tourism destinations.In 2023,China’s post-epidemic opening-up policy will also become a major economic event affecting the world this year.In the post-epidemic era,China’s outbound tourism has recovered rapidly,radiating to many neighboring countries.Due to their economic conditions and geographical location,Southeast Asian countries will be the first regions to recover,and these Southeast Asian countries are also ready to actively welcome Chinese tourists.Among the outbound tourist destinations,Southeast Asia is one of the most attractive focus choices.Among them,Malaysia is selected as the TOP10 th popular tourist destination for Chinese tourists every year.As QL travel agency,where the corporate strategic goal is a global island tourism wholesaler,it will naturally take Sabah,Malaysia,which has rich island tourism resources,as an important part of the development layout of overseas destinations.And China is also the largest source of customers for Sabah,Malaysia.Malaysia as a strategic QL travel agency destination choice in marketing and sales started late,the heat of the destination is not high enough,although under the background of outbound tourism market rapid growth,tourism sea still faces many challenges,only in the Sabah single destination tourism market industry competition is fierce,tourism product homogeneity is high,low price,profit thin real problems have been restricting the development of the local tourism market.With the improvement of people’s living standards and the increase of disposable income,the demand for island tourism also continues to heat up.At present,the original marketing and business model of QL travel agency Sabah local entertainment products market has been difficult to continuously meet the needs of market tourists.The consumption upgrading of tourists and the huge development of the tourism market have created opportunities for companies in emerging markets,and the development of tourism e-commerce platforms has made the competition more intense.In the change of the market,QL travel agency has encountered great threats from the environment and the industry,but also brought great challenges.Therefore,QL travel agencies need to continue to explore the transformation model,in order to keep the market share in the market competition,and optimize the marketing strategies and route products to meet the more and more diversified,rational and mature needs of those tourists arriving in Sabah.Based on this,this paper with QL travel agency,for example,the local pleasure products in Malaysia evaluation and analysis,expounds the research background and significance,outbound travel at home and abroad research literature as theoretical reference,collect data,for Sabah local tourism products in the process of the marketing influence of the cause of the profit growth is analyzed,and put forward the service marketing solutions for these reasons.First of all,from the perspective of STP marketing theory,the current target positioning subdivision analysis of the market,to determine the target tourists of Sabah local entertainment products.PEST theory is used to analyze the current macro-political,economic,social and technical development environment of Sabah local entertainment products.On the basis of the Porter five force competition model theory,the industry competitors in the market and the alternative threats of local entertainment products through the market behavior analysis of the bargaining power of the tourists to further understand the competitive environment of Shenzhen QL travel agency in the industry.Based on the background of these analyses,the perspective of 7P marketing combination theory is used to illustrate the current business status of local entertainment products.Again,combined with the service marketing tourism marketing related theory knowledge,according to the Sabah local play product market status and characteristics of its products,prices,channels,promotion,personnel,service,tangible display,analysis and summary,find out the product in the management of the marketing difficulties and through the analysis of these reasons to make the corresponding marketing optimization strategy.Through discussing the adjustment and optimization of local Sabah products,I put forward my views and formulated feasible marketing solutions for its long-term development.Finally,it is hoped that the targeted product marketing plan can help QL travel agencies in the business growth,profit improvement and enhancement of market competitiveness,and also provide valuable reference for other travel agencies that are operating local entertainment products for outbound tourism. |
