Report of the 2017 International Tourist Destination (Cities) Promotion and Marketing Training Program II

Dr. Liu Yanping, Associate Director and Associate Professor at Urban and Real Estate Economics Department of NAES, CASS gave a speech

On the morning of April 18th, the 2017 WTCF International Tourism Destination (City) Promotion and Marketing Training Program proceeded to the second day. The theme of the first lesson was Tourism City Marketing in China. Dr. Liu Yanping, Associate Director and Associate Professor at Urban and Real Estate Economics Department of NAES, CASS, brought a wonderful lesson to the students on site. He sketched the main procedures and structure of marketing, and introduced the classic cases of the marketing of the Chinese tourism market, with China’s famous tourism cites such as Qingdao, Chengdu, Yinchuan, Beijing, Chongqing and other cities as famous tourism cities’ representatives. In addition, he also introduced the five top economic zones of China, the popular “One Belt, One Road ” initiative, and other important Chinese economic development fields, and suggested to the students that they pay close attention to China’s economic centers and the economic initiatives of the government and then make specific tourism marketing strategies. Dr. Liu’s careful analysis along with the vivid video and picture exhibition benefited the students a great deal.

Professor Gao, founder of E-Development Forum on China’s Travel & Tourism Industry, gave a speech

On the morning of April 14th, WTCF invited Professor Gao Tianming, expert of China’s tourism information field, to join the second class of the day. Professor Gao is the founder of E-Development Forum on China’s Travel & Tourism Industry (2009), and the three-in-one Ecological Balance Model for Tourism Planning (2010), and has been a Chinese tourism market professional for more than 40 years. The theme of his speech was “An Analysis on Chinese Outbound Tourists and Their Consumption Patterns,” in which he explained the developing history of the Chinese tourism industry in detail. At the same time, he divided the Chinese tourism industry into many different branches according to different ages, different aims of tourism, and different phases of tourism. He also carefully analyzed and explained the Chinese tourism industry according to the prominent characteristics of the Chinese tourism industry in recent years.

Dr. ZouTongqian, Executive President of BISU China Academy of Belt and Road Initiative gave a speech

On the afternoon of April 18th, Dr. ZouTongqian, Executive President of BISU China Academy of Belt and Road Initiative, enlightened the class with a themed lecture: Status Quo and Development Trend of Chinese Outbound Tourism. In recent years, China’s outbound tourism market has developed dramatically, outperforming other outbound tourism groups of the world. Dr. Zou proved the prosperity of China’s outbound tourism market in recent years by utilizing the data he had, and carefully explained the structure, language abilities, marriage conditions, incomes, sources, understandings, and other characteristics of China’s outbound tourists. At the same time, he also analyzed the outbound tourists’ consumer psychology, purchase intentions, consumption areas, consumption products etc. The large amounts of data will provide powerful theoretical and data support for tourism cities to develop marketing strategies exclusive to the Chinese market and assist in developing local tourism services.

Kate Chang’s, Regional Director of China at LA Tourism gave a speech

The second training class of the day had the theme of “Marketing Strategies in Chinese Tourism Market: A Case Study.” Setting Los Angeles as the example, Ms. Kate Chang Hong introduced the ways of how Los Angeles Tourism & Convention Board established liaison offices in China and developed and carried out their marketing strategies. To begin, she introduced the history and structure of the Los Angeles Tourism & Convention Board in China. As a department rooted in China for 11 years, they have very rich marketing experience, and have also deeply investigated the Chinese tourism market. According to Ms. Chang Hong, the number of Chinese tourists visiting Los Angeles in 2016 exceeded 1 million, 22% higher on the whole. The reasons why the city has welcomed so many tourists includes reasonable estimation of the market, executive marketing strategies, brand localization and so on. In the end, Ms. Chang Hong shared many classic and successful Chinese marketing cases with the class, which can provide important guidance to the development of tourism marketing strategies for the Chinese market.

Students at the second day training

Students at the second day‘s training

At the evening of 18th April, Dinner with Chinese Travel Agents was held after the training.