论香港全球旅游推广计划——对中国内地旅游营销活动的示范效应

Talk about Hong Kong global traveling promoting plan——demonstration effect to Chinese inland traveling marketing activity

香港的旅游营销活动具有一定的阶段性和延续性。从20世纪80年代的“专题促销计划”,到90年代的“综合促销计划”,再到新世纪的“全球营销推广计划”,每一阶段的旅游营销策略不同,营销主题和宣传口号也各有特色。在主题旅游产品的开发、推广、消费模式的建立、服务质量的完善及旅游计划的可持续发展方面,内地旅游业明显地存在许多不足,需不断完善和发展。

Hong Kong＇traveling marketing activity has certain gradualness and continuous nature. From the 1980s “The special promotion plan”, to the 90＇s “the synthesis promotion plan”, to again the new century “the global marketing promotion plan” , each stage traveling marketing strategy is different, the marketing subject and the propaganda slogan also respectively have the characteristic. In the subject traveling product development,promoted,the expense pattern establishment, the grade of service consummation and the aspect of plan sustainable development, the inland tourism obviously has many insufficiencies, must unceasingly consummate and the development.