旅游整合营销要有“一盘棋”思维

Tourism integrated marketing should have a "one game" thinking

　　近日，广州城市旅游卡正式发布，设24小时卡、48小时卡和72小时卡三种。广州市旅游局介绍，目前旅游卡应用覆盖了广州市区14000多辆公交车、广州地铁全线网、BRT、水巴轮渡、APM和有轨电车，以及全市100多个旅游景区景点、酒店、旅行社，实现旅游观光、商业购物与公共交通出行无缝连接，持卡旅客可享受最大的便利和优惠。

　　对于广大来广州旅游的国内外游客而言，广州城市旅游卡的出现无疑是一个好消息。这也标志着广州的旅游配套服务得到了进一步的完善。

　　据悉，此举在国内率先实现公交地铁日通票功能和旅游资源优惠功能的一卡整合。实际上，在一些旅游业更加发达的国家和城市，这样综合了公交卡、门票等功能的游客卡早已有先例，功能也更加强大。

　　比如我曾在意大利的罗马，凭护照购买过当地旅游部门针对游客推出的“罗马通行证”，不仅可以免费乘坐公交，其中还包含了若干张景点免费门票。众所周知，罗马的文化景点相当密集，门票价格不菲，但有了这张“罗马通行证”便可自选三个景点免费游玩，轻松值回票价。与此同时，大多数热门景点还专门对持有这一卡片的游客开辟快速通道，在排队时间动辄以小时计的意大利，这绝对是一个大大的福利。此外，城中不少热门餐厅也可凭此卡打折。总之，对世界各地的游客而言，这张“罗马通行证”几乎成了标配。效仿这一做法，把广州城市旅游卡的福利再丰富一些，对游客的吸引力便会随之提升。

　　广州城市旅游卡的出炉，再次证明整合营销思维在发展旅游产业中的重要作用。广州不缺少旅游资源，白云山、广州塔、沙面、陈家祠、长隆野生动物园等等，单拿出来都是值得一游的好地方。但是怎么把这些旅游资源有机整合营销起来，考验相关部门和旅游从业者有没有“全市一盘棋”的大格局、大视野。眼下，很多旅行社增加了广州的主题一日游，交通部门也推出了观光巴士、有轨电车等新玩法，但整合营销的深度和广度还要进一步加强。在旅游景点层面，要有大局意识，明白“大家好才是真的好”，恶性竞争不如共同做大蛋糕；在顶层设计上，小到城市旅游专属的标识设计，大到广州旅游的整体定位、国际推介，都还有很大的整合提升空间。就拿“广州过年 花城看花”活动来说，不是某个区或者某一旅游资源的独角戏，而要成为各区共同参与、吃住行玩购一体的综合性旅游营销。

　　城市旅游卡的出炉，让广州旅游资源的整合营销向前迈出一步。将整合营销思维运用到更大范围的旅游开发上，必将进一步提升广州的旅游吸引力，加速广州旅游产业的发展。

来源：广州日报

Tourism integrated marketing should have a "one game" thinking

Recently, Guangzhou city tourism card is officially released, with 24 hour card, 48 hour card and 72 hour card. The Guangzhou Municipal Bureau of tourism, the tourism card application covering the Guangzhou city more than 14000 bus, Guangzhou subway line network, BRT, APM and Pakistan water ferry, tram, and the city's more than 100 tourist attractions, hotels, travel agencies, tourism sightseeing, shopping and public transport seamless connection, passengers can card enjoy the maximum convenience and benefits.

For the vast number of tourists from Guangzhou and abroad, the emergence of Guangzhou city tourist cards is a good news. This also marks the further improvement of Guangzhou's tourism services.

It is reported that the first in China to achieve the integration of public transportation subway day pass function and function of tourism resources preferential card. In fact, in some countries and cities where tourism is more developed, tourist cards with functions such as bus cards and tickets have already had precedents and functions are more powerful.

For example, in Rome, Italy, I bought the "Rome pass" launched by the local tourism department for tourists based on my passport, which not only can take the bus free, but also includes a number of free tickets for scenic spots. As we all know, the cultural attractions in Rome are quite dense, and the price of admission tickets is high. But with this "Rome pass", you can choose three scenic spots free to play, which is easy to return to the ticket price. At the same time, most popular scenic spots also set up a fast way for tourists who hold this card. In Italy, where queuing hours are often at a small time, this is definitely a great benefit. In addition, in many popular restaurants can also be discounted by this card. In a word, this "Rome pass" is almost a mark for tourists all over the world. Following this approach, the welfare of Guangzhou's urban tourist cards will be enriched, and the attraction of tourists will be enhanced.

The emergence of Guangzhou city tourism card proves that the integrated marketing thinking plays an important role in the development of tourism industry. Guangzhou is not a lack of tourism resources, Baiyun Mountain, Canton Tower, Chen Clan Academy, sand, long wild zoo, single out is worth a good place to swim. But how the tourism resources integration of marketing, test of related departments and tourism practitioners have "the chess game" pattern, view. At present, many travel agencies have increased the theme day tour of Guangzhou. The transport sector has also introduced new ways of sightseeing buses and trams, but the depth and breadth of integrated marketing must be further strengthened. In the aspect of tourist attractions, have overall awareness, understand that "everyone is really good, vicious competition as common big cake; in the top-level design, logo design to the small city tourism exclusive, overall positioning, to Guangzhou international tourism promotion, we still have a large space to improve integration. Take "Guangzhou New Year flower flower", not an area or a tourist resources of the one-man show, to become a comprehensive tourism marketing district to participate in, eat to play one of the purchase.

The emergence of urban tourism cards has made a step forward for the integrated marketing of tourism resources in Guangzhou. The application of integrated marketing thinking to a wider range of tourism development will further enhance the attraction of Guangzhou's tourism and accelerate the development of the tourism industry in Guangzhou.