旅游目的地细分市场的竞争力研究--以泰国清迈为例

Research on Market Segmentation of Tourism Landing Terminals--Taking Chiang Mai,Thailand as an Example

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。

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.