对中国旅游广告的几点思考

信息经济时代,旅游企业间的竞争将不再仅仅是资源、信息的竞争,并且还是“注意力”的竞争,而旅游广告无疑将是一种有效的竞争手段。文章通过对两年来《中国旅游报》刊登的旅游广告的调查和统计,分析了中国旅游广告的大概情况,总结了目前各类型旅游企业的广告特点,指出目前旅游广告存在的问题并提出建议。旅游机构应在诚信经营的基础上,积极进行旅游广告宣传,增强广告创意,突出产品个性,杜绝虚假广告,加强行业联合营销,逐步提高企业知名度,树立企业形象。

Thoughts on China's tourism advertising

In the era of information economy, the competition among the tourist enterprises is no longer in tourism resource or information, but in "attention". The tourism advertisement is no doubt one of the effective means. This paper analyzes the current situation and problems of China' s tourism advertisements based on a survey and analysis of the tourism advertisements from newspapers, and offers some suggestions. The author holds that on the basis of credibility, companies or organizations in the tourism industry should resort to advertising highlighting their tourism products so as to attract the public intention. False advertisements should definitely be avoided. And cooperation is effective in improving the travel agency's image and popularity.