基于目标市场的旅游目的地定位模式研究

Study on Tourism Destination Positioning Pattern Based on Destinations' Target Market

定位是旅游目的地营销的重中之重。分析了国内旅游目的地定位的研究及实践现状,针对其中的问题提出如下观点:旅游目的地定位必须首先基于目标市场,其次才是基于目的地特质。在此基础上构建了基于目标市场的旅游目的地定位模式,并以香港为例,探讨了基于目标市场的旅游目的地定位的实施过程。

Positioning is the most important element of tourism destination marketing. This paper analyzes the current conditions of the research and practice in domestic tourism destination positioning. There are lots of problems existing both in the research and practice of tourism destination positioning. For example, most destinations position themselves mainly based on local tourism resources and seldom consider the needs and wants of the target markets, which results in the similarity of their positioning statements. Aiming at these problems, the author puts forward the following viewpoint ; tourism destination positioning must be based on destinations＇ target market firstly, then on destinations＇ special attributes. On the basis of this viewpoint, the author constructs a pattern of tourism destination positioning based on destinations＇ target market. In this pattern, the needs and wants of target markets are put into the first place. To demonstrate by an example, the paper examines the positioning process of Hong Kong after its return to China in 1997.