旅游目的地的整合营销策略探析

Analytical study on tourism destination IMC

随着旅游市场的逐步成熟和竞争的不断加剧,旅游目的地树立正确的营销观念是获得竞争优势、占领市场的关键。旅游业的广泛性和多样性,使得目的地非常适宜进行整合营销。本文运用整合营销理论,分析旅游目的地的整合营销策略,主要分析旅游目的地形象的整合、营销组合策略的整合以及品牌信息传播的整合。

With the gradual mature of tourist market and the constant increasing stress of competition, it is the key problem to obtain the competition advantage and dominate the market to establish the correct marketing idea for tourism destination management. General and diversity of tourist industry make the destination suitable for the IMC very much. This paper analyses the marketing strategy of the destinations, using the soul of the IMC theory, and mainly promotes three kinds of integration： the tourism destination image integration, the strategy integration of marketing mix and the integration of brand information dissemination.