论旅游业的关系营销被引量：1

On Relationship Marketing in Tourism Industry

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摘要　文章探讨了新兴的关系营销模式在旅游业中的应用问题。结合江西省上饶市旅游业发展规划,针对旅游产品特点,提出旅游业关系营销的中心是形成顾客友好。为此提出实行全面质量管理、提供额外的服务和多样化奖励、实行"回头客"优惠制、产品开发与游客互动、开展顾客化营销、建立旅游服务链、建立信息系统和参与慈善活动等,并且提出了实行旅游业关系营销的10个技术要点。 The article discusses the application of relationship marketing in tourism industry. Based on the tourism development plan of Shangrao city, Jiangxi province, the article points out that the central point of relationship marketing is forming customer friendship. To this end, it is necessary to have a comprehensive QA (quality assurance) system, providing extra services and various bonus, preferential policies for 'returned customers', customized marketing, establishing tourist servicing chain, setting up information system and participating in welfare activities, etc. The author also puts forward 10 technical points in exercising relationship marketing in tourism industry.

作者刘丽李山王铮何有缘刘娟

机构地区中国农业大学经济管理学院华东师范大学城市与环境信息科学教育部开放实验室中科院科技政策与管理研究所

出处《中国农业大学学报（社会科学版）》 2004年第2期54-58,71,共6页 Journal of China Agricultural University;Social Sciences

关键词旅游业关系营销顾客友好 Tourism industry Relationship marketing Customer friendship

分类号 F592 [经济管理—旅游管理]

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