摘要
本文通过深入的内外部营销分析，探索和分析泰国度假城市清迈目前采用的目的地营销方式。在品牌定位和市场细分方面，营销报告旨在根据库克等(2010)的“旅游目的地模型”，将清迈呈现为“全年式旅游终端”。在新冠疫情席卷全球之前，清迈的主要目标市场是以中国为代表的东亚本土市场。近年来随着老年游客群体的扩大，优质的老年游客被视为新的细分市场。本文通过相关文献和数据，详细介绍针对高品质老年游客的细分市场，清迈的旅游品牌定位和市场竞争力及其面临的挑战，进一步提出了克服这些威胁的营销策略。
Abstract
This paper explores and analyzes the current approach to destination marketing in the Thai resort city of Chiang Mai through in-depth internal and external marketing analysis. In terms of brand positioning and market segmentation, the marketing report aims to present Chiang Mai as a“year-round tourism terminal”based on the“tourism destination model” of Cook et al. (2010). Before the COVID-19 epidemic swept the world, Chiang Mai’s main target market was the local East Asian market represented by China. With the increase in the number of senior tourists in recent years, high-quality senior tourists will be seen as a new market segment. Through relevant literature and data, this paper introduces in detail the market segments targeting high-quality elderly tourists, Chiang Mai’s tourism brand positioning and market competitiveness, and the challenges it faces, and further proposes marketing strategies to overcome these threats.
万方数据