Research on Marketing Problems and Strategy Optimization of Chinese Tourism Industry

Abstract

This research explores the marketing challenges and strategy optimization in the tourism industry, which is a sector of critical importance to the country’s economic growth and global standing. The reason for selecting this topic was due to the rapid expansion of domestic and international tourism in China and the effective strategy in the face of increasing competition. The study examines several cases, focusing on both successful and struggling tourism destinations and organizations, to highlight the common challenges, such as lack of differentiation, insufficient advertisement, and weak customer retention strategy. The study identifies key issues through in-depth analysis, including the under-utilization of digital marketing channels, poor targeting of emerging customer groups, and inadequate adaptation of shifting global tourism trends. Based on these findings, the research proposes several strategies to optimize, including embracing digital transformation through social media and mobile marketing, enhancing the personalized travel experience, and developing sustainable tourism initiatives to attract eco-conscious tourists. In conclusion, the research underscores modern marketing strategies’ significance in strengthening the Chinese tourism industry’s competitiveness. The proposed strategies are expected to help drive growth, improve customer engagement, and contribute to long-term sustainability. Also, improves customer, offering valuable insights for policymakers and industry stakeholders.