The Basic Elements of Tourist

Hangzhou

Yilan Mu Jinglin Qiao

Attractions

1)natural

Hangzhou is renowned for its historic relics and natural beauty. It is often known as one of the most beautiful cities in China.

West LakeOne of Hangzhou's most popular sights is the West Lake, a UNESCO World Heritage Site. The West Lake Cultural Landscape covers an area of 3,323 ha (8,210 acres) and includes some of Hangzhou's most notable historic and scenic places. Adjacent to the lake is a scenic area includes historical pagodas, cultural sites, as well as the natural beauty of the lake and hills. There are two causeways across the lake.

climate

2)building

Although Hangzhou has been through many recent urban developments, it still retains its historical and cultural heritage.

3)cultural

"Heaven Above, Suzhou and Hangzhou below."

"Be born in Suzhou, live in Hangzhou, eat in Guangzhou, die in Liuzhou." The meaning here lies in the fact that Suzhou was renowned for its beautiful and highly civilized and educated citizens, Hangzhou for its scenery, Guangzhou for its food, and Liuzhou (of Guangxi) for its wooden coffins which supposedly halted the decay of the body.

Amenities

Scenic places near West Lake

Accessibility Hangzhou Xiaoshan International

Airport

information center & free bicycle

Qiantang River Bridge Hangzhou Railway Station

Hangzhou trolleybus High speed rail line

Strenghts

historical buildings,historical buildings,

important location important location

connectionconnection

Weaknesses

city size, city size,

traffic jamtraffic jam

seasonal, no cheap hotels, seasonal, no cheap hotels, not attractive for youthnot attractive for youth

expensiveexpensive

Opportunities

advanture tourism, advanture tourism, geocatchinggeocatching

old people’s lovely palceold people’s lovely palce

Threats:

only attractive for elderlyonly attractive for elderly

air pollutionair pollution

competeters

HangZhou Beijing Tianjing

Top 10 source markets

4 4 3.8

Distance from our key source market

3 5 4

products and experiences promoted

4 4 4

market segements target

4 4 3

average annual groth past 5 years

5 5 4

peak toursim months

5 5 5

Prices

1)importance of price

pricing is an important aspect of the competition

It is the basis of economic benefit

It will let sources range more and more fully and reasonable

2)cost of transport

normal bus

have cold air 3 ￥ not 2-3 ￥

only for tourism

all of bus have cold air 2——3 ￥

many lines of bus

3)cost of accommodation

It depends

4)cost of famous destination

west river wetland 36 ＄

west river wetland （ west part ） 17 ＄

apple Amusement park 11 ＄

famer amusement 5 ＄

west lake 37 ＄

china forest park 21 ＄

sea animals park 27 ＄

thousands island lake 23 ＄

Da Ming mountain 13 ＄

there are so many different kinds of tourism destinationand different types of sences have different costthere have a list we can compared the different kinds of destination’ prices

todaywest river wetland west river wetland （ west part ）thousands island lakewest lake

Human Resources

tourism is labour intensive and interaction with local communities.

includes local people culture and the people who work in tourism and the visiter

who work in tourism How many people work in tourism in Hangzhou?

3-5 million

How many tourism organization in Hangzhou?

Hangzhou goverment

10-20 tourism company ....

image and character

It is not sufficient to have a good range of attractions and amenities if potential visitiors are not aware of this.

we imaged there have very beautiful sences and beautiful lake and very long history to have the beautiful storys.

and what surprised visiters is the convenient transport and the low prices and we can enjoy ourself very easy in Hangzhou.

the Brand

。

Logo

there is the logo of Hangzhou. It is depends on the Chinese letters Hang .

And it also looks like a Chinese traditional garden building .Because Hangzhou is famous by garden and the beautiful sight.

This brand are both tradition and fashion . It is good to show us which kind of city hangzhou is .

Behavior

always talking about a beautiful, tradition and fashion, good city; good quality of life ; costumer service; friendly people;beautiful ladies

Imagery

city with history and nature combined; beautiful stories;brand buildings

three west

west lake

west river

Xiling Seal Society

Xiling Seal Society

It is a famous building of Hangzhou and have a long history.

the seal is to close the letter when you finished it,and to sign your name when you drawing a pating and write something you satisified.

and Xiling Seal Society is like a shop to make the seal. and It is very beautiful to became a art.

many of calligrapher(who write beautiful chartacher) and artist work here

and It is very famous in recent days in China because of a famous novel< The Graver Robbers’ Chronicles>.

Brand building

Brand essence (DNA)

Grdern city, three west, green city

Positioning statementLocation, historical city center,

nature, service

Brand Personalityone of the historical city in the center

of China (ten)

Emotional BenefitsHistorical and cultural knowledge,

relaxing time, beautiful buildings and nature and good quality of life

Rational Attributs

Market Segmentation

。

Total Population

Potential Market

Available Market

Target Market

Penetrated Market

• World Population

• Tourists from all over the world

• Chinese & world Tourists

• Tourists intrested in history natural and garden

• Familys

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9 ． 杭州人均 GDP 达到 6505 美元 超过北京 ．腾讯网 [ 引用日期 2012-08-1] ．