The Necessity and Problems of Tourism Products Packaging

Abstract 〕 The packaging of tourism products is one of the important means to improve the popularity and competitiveness of tourism in a country and an area. The developed countries in the world tourism industry have formed relatively more practical work in this area, but there is no corresponding theoretical research. The practice of this field in China's tourism industry is undergoing vigorous exploration. However, it is limited to the use of foreign experience for reference. The exploration of theory and practice that can combine the specific conditions of China’s tourism development is almost empty. The theoretical research on the packaging of tourism products is a relatively new field at home and abroad. Therefore, the research on this issue has certain theoretical value and practical value. This topic is based on the scenery of Qingling Scenic Area in Luohe City, Jilin Province. Mainly from: Why do we need to discuss the three aspects of the packaging of tourism products, the current problems in the packaging of tourism products in China, and how to package tourism products.

With the rapid development of the global tourism industry, governments of various countries have given full attention to the development of tourism. At the same time, competition in the travel industry is also becoming increasingly fierce. How each country and region conducts deep packaging of local tourism products to occupy a place in the highly competitive tourism market is an issue that must be paid attention to by various tourism administrative departments and tourism enterprises.

1 Analysis of the Necessity of Packaging for Tourist Products

The packaging of tourism products is an important means to realize the economic benefits and social benefits of tourism enterprises. It is an important means to enhance the image of tourism enterprises and tourism destinations and implement the brand strategy of tourism products. The value of packaging for tourism products is mainly reflected in the following three aspects:

111 is conducive to enhancing the attraction of tourism products

Tourist products are fixed in a certain space, and are often away from tourists in a certain spatial location, and tourism products are not transferable. Due to the nature of tourism products,
It is impossible for tourism companies to sell tourism products differently by means of transportation as other companies do. And because there is a tourist demand for a target buyer,
It is also necessary to overcome resistance from distance, time, and psychology in order to realize purchasing behavior. Therefore, the attraction of tourism products becomes the key to the success of tourism companies.
The proper packaging of tourism products can enhance the appeal of tourism products.

112 is conducive to better meet the psychological needs of tourists

Tourism activities are high-level human consumption activities. In addition to higher material needs, people are more likely to meet psychological needs, such as curiosity, novelty, and nostalgia. . The utility of tourism products is to meet the needs of people's aesthetic and pleasure. Tourists' demand for tourism products is just like people's demand for music, painting, and film and television programs. It is also through the enjoyment of the senses to obtain psychological beauty and enjoyment. Appropriate packaging of tourism products can enable tourists to face the aesthetic pleasures of real mountains, real water and customs, and they enjoy the same beautiful music as they enjoy at home and read a good book. Psychology gets a sense of satisfaction.

113 is conducive to improving the competitiveness of tourism enterprises

At present, there is fierce competition in both the international tourism market and the domestic tourism market. Macroscopically, it is the competition between regions, and microscopically, the competition among Chinese tourism enterprises. The competition between tourism companies is actually the competition between tourism products. All tourism companies are trying to make the tourism products of this company complete the marketing process of attracting attention, promoting understanding, and stimulating interest with the fastest speed and minimum cost. Through the packaging of tourism products, tourism products have become more attractive, thus accelerating the completion of the marketing process and benefiting enterprises. In this sense, packaging tourism products will help strengthen the competitiveness of tourism enterprises.

2 Main problems in the packaging of tourism products in China

So far, China's tourism product packaging is still in a relatively backward state. The main problems are:

211 Tourism product packaging awareness is weak

Many tourism marketers in our country only pay attention to the development of tourism products, and lack of awareness of the packaging of tourism products has led to the lack of attraction of many tourism products; the positioning of product images is not clear.

212 The lack of individualization of tourism product packaging

In the development of tourism products, especially the development of resource-based tourism products, “follow-up” phenomenon often occurs, and the packaging format is the same. The final result is that
A surge of strength began to close. The reason is that the personalized packaging of tourism products is not enough. The more personal the thing, the higher its value and the more attractive it is. The packaging of travel products that mimic each other loses its appeal to tourists.

213 Tourism product packaging lacks cultural heritage

With the improvement of people’s cultural qualities, tourism cultural life has become one of the trends in the development of people’s living standards. The more highly cultural tourism products, the more they can attract tourists' desire to buy. At present, tourism operators are not good at excavating the true connotation of tourism products from the perspective of culture, and they lack the cultural packaging of tourism products.

3 Tourism product packaging should grasp several issues
Tourism product packaging is different from general product packaging. It is packaged through the naming of tourist products, the atmosphere, the excavation of history and folk culture, allusions and the application of modern scientific and technological means. In the packaging of tourism products, attention should be paid to the following issues:

311 Unity of Content and Form, Contextually Dependent

In the packaging of tourism products, it is necessary to unify the forms and contents according to the characteristics of the tourism products themselves. For example, in some newly developed tourism products, the tourism products need to be named. Appropriate names are crucial. For example, there is a peak in the scenic area of ​​Jilin, Jilin named Laoye Ling. Its name is too popular. The mountain's peaks are characteristic. On the peaks there are many pairs of twins, twisted and tall trees. Each pair of trees has different postures. It seems that the couple walks in the bright moonlight. Holding hands, some embracing each other, and some like a girl shyly head down. For such a mountain should be named "couple peak". This achieves the unity of content and form, and the integration of sentiment and scenery, giving visitors a feeling of being a worthwhile person.

The naming and content of some other tourism products are separated from each other, and the situation is incompatible with the situation. This will cause great contrasts among tourists and disappoint visitors, and negative influence will spread widely. For example, Sun Island in Harbin has a great reputation. Especially the singer Zheng Xuyun’s “Sun Island” song sang all over the river in the early 1980s, attracting countless tourists to visit here. In the time, most of the newspapers and magazines saw articles that criticized and criticized Sun Island, a tourist attraction. Most of the articles complained that Sun Island was too disappointing. This kind of rendering of tourism products, because of the separation of content and form, and the connection between sentiment and scenery, will cause the reputation of the tourism product to be discredited with the expansion of the scope of publicity.

312 outstanding personality, so that only me

Outstanding personality is the soul of travel product packaging. The value of tourism products lies in their uniqueness. The attractiveness of a distinctive tourism product in the market is self-evident. The operators of tourism should be good at discovering the personality of tourism products and making a fuss about the personality of the products. Loss of personalized packaging is equal to no packaging. For example, when we inspected the scenic spot of Qingling Scenic Area in Jilin Province, we found that spring water flowing down from the depths of the forest formed a large spring pool at the foot of the mountain. The spring water was clear and sweet. Surrounded by trees, the scenery was beautiful and tranquil. The operator named it Butterfly Spring. However, after the author's inspection, he thought it was wrong to call it Butterfly Spring. First of all, there are no allusions to butterflies, no colorful butterflies flying around the pool, and the name Butterfly Spring is unfounded;

The second is that Butterfly Spring is a famous scenic spot in Dali, Yunnan. If you name this place as a butterfly spring, tourists who have been to Dali will feel a sense of insanity. And it's confusing. In this context, the name of Butterfly Spring is really worthless and does not help, and it kills the characteristics of the scenic spot itself. This spring is indeed a natural mountain spring, which has a higher value. It is more appropriate to directly name it as Qingling Mountain Spring. However, this fountain was changed to Qingling Mountain Spring under the author’s suggestion to achieve better tourism results.

313 Respect Nature, Be Above Nature

Folklore is an intangible tourism product. It is characterized by strong differences. For example, folk customs between regions and peoples are completely different.