基于游客视角的沈阳市旅行社门店营销转型策略研究

Marketing Transition Strategy of Shenyang Travel Agency Stores Based on Visitors’ Perspective

指出了随着旅游网络化的普及率越来越高,旅行社门店的发展走势逐渐下滑,进入瓶颈期。面对严峻的竞争市场,线下的旅行社门店急需转型。基于游客视角采用SWOT分析结合问卷调查法探究了沈阳市旅行社门店的营销转型策略。结果显示:沈阳市的旅游业正值上升期,但游客对线下旅行社门店的满意度不高,且旅行社门店自身存在许多问题如经营模式和业务项目单一、人才短缺与资金不足等。提出了沈阳市旅行社门店在经营和服务方面改善营销方法、提供多样化的旅游线路规划服务、门店营销人员改善服务态度、提高工作能力、售后服务也需加强的建议。并应尊重顾客的建议与意见、增加与旅客的粘连度并与其他旅行社加强合作,从而提高旅游产品的实际感知,提高可视化,促成旅游者对其购买,最终实现旅社行门店的营销转型。

With the continuous improvement of people’s economic and living standards,tourism has gradually become a popular way of consumption.With the increasing popularity of tourism network,the development trend of travel agency stores has gradually declined and entered a bottleneck period.Faced with the competitive market,offline travel agency stores are in urgent need of transformation.Based on the perspective of tourists,SWOT analysis and questionnaire survey are used to explore the marketing transformation strategy of Shenyang travel agency stores.The results show that the tourism industry in Shenyang is on the rise,but tourists are not satisfied with the offline travel agency stores,and there are many problems in the travel agency stores themselves,such as the single mode of operation,single business items,shortage of talents,insufficient funds and so on.It is suggested that Shenyang travel agency stores should improve their marketing methods,provide diversified tourism route planning services,improve their service attitudes,and improve their working ability and after-sales service.In dealing with customers,customers’suggestions and opinionsshould be adopted and respected and cooperation with other travel agencies should be strengthened,thereby improving the actual perception of tourism products,improving visualization,facilitating the purchase of tourists,and ultimately realizing the marketing transformation of the hotel’s stores.