Research on the Cross-cultural Marketing Strategy of China's Tourism Enterprises

Subprime mortgage crisis made the world's tourism industry suffer a heavy blow. How to recover from the subprime mortgage crisis is an important issue for China's tourism enterprises to be considered. Cultural factors have great influence on tourism businesses entering the international market, so how to succeed in cross-cultural marketing is the key to China's tourism enterprises. This article focuses on cross-cultural attributes of tourism, the meaning and impact of cross-cultural marketing, the motives and advantages of cross-cultural marketing and points out the problems, such as communication barriers and cultural conflicts and so on. For the problems, we give the corresponding cross-cultural marketing strategies. In cross-cultural marketing, tourism enterprises in China should address the different geographical culture differences; focus on cultural adaptation; establish an open, inclusive corporate culture; implement diverse cultural mix of marketing so as to expand the development space for China's tourism industry. (C) 2011 Published by Elsevier B. V. Selection and/or peer-review under responsibility of National University of Singapore.