Niche and Thematic Strategic Planning to Increase International Tourism
Bob Lee, Yu Liu, Qiuju Wang, David Groves

The focus of this study was to review the tourism planning procedures of Hangzhou. Hangzhou is a city in China that has the largest domestic tourism base. Tourism professional primarily used a mass marketing approach for planning which was effective, but the city is exploring new methods to increase its international tourism. What is being proposed is the development of niche marketing based upon thematic planning. Mass marketing is from top to bottom and the proposed method is from bottom to top with the active involvement of tourism professionals. Both methods are necessary for the development a plan that has continuity.

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