旅游目的地市场营销的网络游戏化

Using On-line Game Principles to Tourist Destination Marketing

对网络游戏的特性以及该产业的生态环境作了系统的考察,探讨了把网络游戏引入旅游目的地市场营销的可能性。在对这种营销战略深入分析的基础上,指出把网络游戏引入旅游目的地市场营销的途径有全面介入和部分改造2种,而且这种营销战略可以在游客、成本、方便和传播4个方面得以实现。

Based on the deep analysis of the characteristics and the industrial ecological environment of on-line game, the paper discussed the feasibility of using on-line game principles to tourist destination marketing, and further pointed that there were two ways to carry out this strategy. One was to completely involve, and the other was to partly reconstruct. In addition, this kind of marketing strategy can be executed from customer, cost, convenience, and communication.