Tourism product packaging problems and grasp

〔 Abstract 〕 The packaging of tourism products is one of the important means to increase the popularity and competitiveness of tourism in a country and an area. The developed countries of the world tourism industry have formed relatively more practical work in this area, but there is no corresponding theoretical research. The practice of this field in China's tourism industry is undergoing vigorous exploration. However, it is limited to the use of foreign experience for reference. The exploration of theories and practices that can combine the specific conditions of China’s tourism development is nearly empty. The theoretical research on the packaging of tourism products is a relatively new field at home and abroad. Therefore, the research on this issue has certain theoretical value and practical value. This project is based on the scenery of scenic area in Luohe City, Jilin Province. Mainly from: Why do we need to discuss the three aspects of the packaging of tourism products, the current problems in the packaging of tourism products in China, and the packaging of tourism products?

With the vigorous development of the global tourism industry, governments of various countries have given full attention to the development of tourism. At the same time, competition within the tourism industry is also becoming increasingly fierce. How each country and region conducts deep packaging of local tourism products to occupy a place in the highly competitive tourism market is a problem that must be paid attention to by various tourism administration departments and tourism enterprises.

1 Analysis of the Necessity of Packaging for Tourist Products

The packaging of tourism products is an important means to realize the economic benefits and social benefits of tourism enterprises. It is an important means to enhance the image of tourism enterprises and tourism destinations and implement the brand strategy of tourism products. The value of packaging for tourism products is mainly reflected in the following three aspects:

111 is conducive to enhancing the attraction of tourism products

Tourist products are fixed in a certain space, and are often away from tourists in a certain spatial location, and tourism products are not transferable. Due to the nature of tourism products, it is impossible for tourism companies to sell tourism products differently by means of transportation as other companies do. And because there is a demand for tourism for a target purchaser, it is also necessary to overcome the resistance from distance, time, and psychology in order to realize purchasing behavior. Therefore, the attraction of tourism products becomes the key to the success of tourism companies. The proper packaging of tourism products can enhance the appeal of tourism products.

112 is conducive to better meet the psychological needs of tourists

Tourism activities are high-level human consumption activities. In addition to higher material needs in the process of tourist activities, people are more likely to satisfy psychological needs such as curiosity, novelty, and nostalgia. . The utility of tourism products is to meet the needs of people's aesthetic and pleasure. Tourists' demand for tourism products is just like people's needs for music, painting, and film and television programs. It is also through enjoyment of the senses to obtain psychological beauty and enjoyment. Appropriate packaging of tourism products can enable tourists to face the aesthetic pleasures of real mountains, real water, and customs. They enjoy the same effect as they enjoy a beautiful music at home and a good book. Psychology gets a sense of satisfaction.

113 is conducive to improving the competitiveness of tourism enterprises

At present, there is fierce competition in both the international tourism market and the domestic tourism market. Macroscopically, it is the competition between regions, and microscopically, the competition among Chinese tourism enterprises. The competition between tourism companies is actually the competition between tourism products. All tourism companies are trying to make this company's tourism products from the fastest, the lowest cost to complete the marketing process from the attention - to promote understanding - to stimulate interest - to make purchases. Through the packaging of tourism products, tourism products have become more attractive, thus accelerating the completion of the marketing process and benefiting enterprises. In this sense, packaging tourism products will help strengthen the competitiveness of tourism enterprises.

2 Main problems in the packaging of tourism products in China

So far, the packaging of tourism products in China is still in a relatively backward state. The main problems are:

211 Tourism product packaging awareness is weak

Many tourism marketers in China only pay attention to the development of tourism products, but lack of awareness of the packaging of tourism products, resulting in the attraction of many tourism products; product image positioning is not clear.

212 The lack of individualization of tourism product packaging

In the development of tourism products, especially in the development of resource-based tourism products, “follow-up” phenomenon often occurs, and the packaging format is the same. The ultimate consequence of this is that a surge has taken place and they have closed down. The reason is that the personalized packaging of tourism products is not enough. The more personal the thing, the higher its value and the more attractive it is. The packaging of travel products that imitate each other loses its appeal to tourists.

213 Tourism product packaging lacks cultural heritage

With the improvement of people’s cultural qualities, tourism cultural life has become one of the trends in the development of people’s living standards. The more tourist products with high cultural content, the more they can attract tourists' desire to buy. At present, tourism operators are not good at excavating the true connotation of tourism products from the perspective of culture, and they lack the cultural packaging of tourism products.

3 Tourism product packaging should grasp several issues

Tourism product packaging is different from general product packaging. It is packaged through the naming of tourist products, the atmosphere, the excavation of history and folk culture, allusions and the application of modern scientific and technological means. In the packaging of tourism products, attention should be paid to the following issues:

311 Unity of Content and Form, Contextually Dependent

In the packaging of tourism products, it is necessary to unify the forms and contents according to the characteristics of the tourism products themselves. For example, in some newly developed tourism products, the tourism products need to be named. Appropriate names are crucial. For example, there is a peak in the scenic area of ​​Jilin, Jilin named Laoye Ling. Its name is too popular. The mountain's peaks are characteristic. On the peaks there are many pairs of trees that are twisted together and are tall and tall. Each pair of trees has different postures. It seems that the couple walks in the bright moonlight. Holding hands, some embracing each other, and some like a girl shyly head down. For such a mountain should be named "couple peak." This has achieved the unity of content and form, and the harmony of sentiment and scenery, giving tourists a feeling of being a worthwhile person.

The name and form of some other tourism products are separated from each other. If the sentiment and the landscape do not fit together, the tourists will have a great contrast and the tourists will be disappointed. The negative influence will spread widely. For example, Sun Island in Harbin has a great reputation. Especially the singer Zheng Xuyi’s song “On the Sun Island” sang all over the river in the early 1980s, attracting countless tourists to visit here. In the time, most of the newspapers and magazines saw articles criticizing and accusing Sun Island of tourist attractions. Most of the articles complained that Sun Island was too disappointing. This kind of rendering of tourism products, because the content and form are separated, the situation and the situation are not connected, and the reputation of the tourism product will be discredited with the expansion of the scope of the promotion.

312 outstanding personality, so that only me

Outstanding personality is the soul of travel product packaging. The value of tourism products lies in their uniqueness. The attractiveness of a distinctive tourism product in the market is self-evident. The operators of tourism should be good at discovering the personality of tourism products and making a fuss about the personality of the products. Loss of personalized packaging is equal to no packaging. For instance, when we inspected the scenic area of ​​Qingling Mountain in Jilin Province, we found that springs flowing from the depths of the forest formed a large spring pool at the foot of the mountain. The springs were clear and sweet, surrounded by trees and the scenery was beautiful and quiet. The operator named it Butterfly Spring. However, after the author's inspection, he thought it was wrong to call it Butterfly Spring here. First of all, there are no allusions to butterflies and no colorful butterflies fly around the pool. The name Butterfly Spring is unfounded; the second is that Butterfly Spring is a famous spot in Dali, Yunnan Province. If you name this place as Butterfly Spring, you’ve been Visitors to Dali will feel a sense of insanity. And it's confusing. In this context, the name “Butterfly Spring” is really worthless and does not help, and it kills the characteristics of the scenic spot itself. However, this spring is indeed a natural mountain spring and has higher value. It is more appropriate to directly name it as Qingling Mountain Spring. However, this spring was changed to Qingling Mountain Spring under the author's suggestion to achieve better tourism results.

313 Respect Nature, Be Above Nature

Folk customs is an intangible tourism product. Its characteristic is that it has strong differences. For example, folk customs between regions and ethnic groups are quite different. It is because of this difference that it attracts tourists to buy it as a commodity and go out of the house.

With the strengthening of people’s communication awareness, the aspirations of local people and other peoples in other regions are more intense, and they are used as a way to broaden their horizons and increase their knowledge. Therefore, people nowadays are more interested in folk customs besides taking a scenic tour. Operators of the tourism industry are also aware of this and have begun to carry out folk tourism projects. However, there are still many problems in folk tourism at this stage. They are only paying attention to its originality and not paying attention to the labor service of the product—packaging. In fact, tourism resources that do not have artificial labor cannot become tourism products, so they cannot be used to add value. For example, in the middle of the highway between Jilin and Luohe, there is a well-known Qingling live fish street. This street originally had only a few small restaurants for meals with drivers. The water used in these restaurants comes from the mineral waters flowing from the local hills as diet water. They buy live squid from Songhua Lake and store them in the pond behind their restaurant. When the guests come, they get fish from the pond. The squid uses the water in the pool to boil the squid for the guests. It is unique and fresh. Whenever the driver comes here, he must order this dish. In this way, a pass of ten passed and a pass was spread, and almost all the drivers in the past had to stop and taste the dish of stewed squid. The business of these few companies was booming. Afterwards, not only the chauffeurs were dining here, but some of the city’s people also came from afar to taste the fish meal here. Due to the good business in this area, more businessmen came to the restaurant to form the "Kingling live fish street." In 2002, this street was incorporated into a tourism project in the Qingling Scenic Area. Visitors to the scenic spot should taste the fish meal in this area. However, there are still many shortages in the packaging of tourism products in the "Kingling Live Fish Street." So far, it is still in a relatively primitive state, such as the toilets built with only two pieces of wood outside, a hand-washing water for several people, and unhygienic sanitary conditions, all of which have caused great inconvenience to tourists. In the packaging of folk tourism products, it is necessary to get out of this misunderstanding: It is not more original as possible. Of course, while respecting "originality," we must also meet the basic needs of tourists, such as health needs, safety needs, and convenience needs. In other words, it should be primitive in reflecting the folk customs, and should be modernized in the service facilities that receive tourists. In the packaging of folk customs and tourism products, we must respect nature and be above nature.

314 Theme is clear, accurate positioning

The packaging of tourism products must first be clear about the subject. The diversity of tourism products determines that tourists have a variety of possible choices. For a tourist destination, there is also the possibility of multiple tourism resources coexisting. And different tourism resources for different groups of tourists