牙买加旅游业面向中国出境游客的市场营销策略研究

发布时间：2021-01-20 01:31

　　本论文围绕牙买加的旅游业,以及如何通过价格、地点、产品和促销等缓解因素的相互作用,制定营销计划,吸引中国出境游客来牙买加旅游。本论文专门研究了牙买加的旅游产品及其在中国出境旅游者中的品牌认知度和吸引力水平,目的是针对中国出境旅游者来牙买加旅游的情况,制定一个针对中国出境旅游者的营销计划。通过发放调查问卷,对潜在的中国出境游客的行为和消费习惯进行了调查,并对调查结果进行了分析和解读,得出了明确的结论。这得到了旅游领域权威专家的文献支持。调查的结果很有意思,在296名受访者中,仅有17%的受访者（即50人）对牙买加的存在有一定的了解。笔者在与中国国民的日常交谈中也发现,他们中的一些人知道牙买加的产品,如蓝山峰咖啡等,但大多数人认为牙买加位于非洲大陆。调研也不是没有挑战,其中最主要的是没有针对中国出境旅游者的现有营销计划。由于这一局限性,本研究无法实现其目的之一,即分析现有的策略并找出改进的方法。缺乏有关中国国民赴岛旅游的数据,如年龄分布、旅行目的、旅行时间等,是作者要克服的主要障碍。通过研究,笔者推测,牙买加旅游行业的利益相关者还有很多工作要做,以利用蓬勃发展的中国游客市场。调查还显示,牙... 

【文章来源】：江西财经大学江西省

【文章页数】：113 页

【学位级别】：硕士

【文章目录】：
Acknowledgement
ABSTRACT
摘要
1 INTRODUCTION
    1.1 Background and Significance of the Study
    1.2 Literature Review
        1.2.1 Tourist Defined
        1.2.2 Marketing to Chinese Outbound Tourists
        1.2.3 Creating the most Suitable Market Mix
        1.2.4 Theoretical Framework of Destination Image and Destination Choice
        1.2.5 Comments on Literature
    1.3 Structure of the Thesis and Methodology
        1.3.1 Research Methodology
        1.3.2 Quantitative Analysis
        1.3.3 Sample Size and Period of Data Collection
        1.3.4 Questionnaire
        1.3.5 Limitation of the Research
        1.3.6 Research Question and Hypothesis
2 AN OVERVIEW OF JAMAICA’S TOURISM INDUSTRY
    2.1 Jamaica's Tourism Industry
        2.1.1 Accommodation
        2.1.2 Transportation
        2.1.3 Attractions and Tours
        2.1.4 Dinning& Entertainment
        2.1.5 Support Services
    2.2 Key Resort Areas in Jamaica
        2.2.1 Parish Kingston
        2.2.2 Parish St.James/City-Montego Bay
        2.2.3 Parish Westmoreland/City-Negril
        2.2.4 Parish St.Ann/City-Ocho Rios
    2.3 Market Summary（2018）
3 SURVEY OF CHINA’S OUTBOUND TOURISTS CONSUMPTION BEHAVIOR
    3.1 China's Outbound Tourists
        3.1.1 Where they are from
        3.1.2 Where they are going
    3.2 Demographics of the Chinese Outbound Tourists
    3.3 Behavior and Habits of the Chinese Outbound Tourists
        3.3.1 Before Travel
        3.3.2 During Travel
        3.3.3 After Travel
    3.4 Analysis of Data
4 S.W.O.T ANALYSIS OF JAMAICA’S TOURISM INDUSTRY TOWARDS CHINA’S OUTBOUND TOURISTS
    4.1 S.W.O.T Analysis
        4.1.1 Strengths
        4.1.2 Weaknesses
        4.1.3 Opportunities
        4.1.4 Threats
5 PROPOSED MARKETING PLAN OF JAMAICA TOURISM INDUSTRY TOWARDS CHINA’S OUTBOUND TOURISTS
    5.1 Proposed Marketing Plan
    5.2 Online Marketing Strategy
        5.2.1 Introduce Tourists Information in Mandarin
        5.2.2 Engage the Target Audience Through Chinese Search Engines
        5.2.3 Ramp up Social Media Marketing Efforts
        5.2.4 Implement Programmatic Ads Push-Pull Strategy
        5.2.5 Attract and Maintain a Presence with Chinese mobile app users
        5.2.6 Partner with Providers of Electronic/Mobile Payments such as Digital Wallets
6 CONCLUSION & RECOMMENDATIONS
REFERENCES
APPENDIX



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