北京奥运旅游营销战略研究

A Study on Marketing Strategy of Beijing 2008 Olympics Tourism

2008年奥运会是举世瞩目的体育盛会,北京能够举办这届奥运会对中国的现在、将来无疑都具有深远意义和影响。本文把视角放在旅游与奥运的天然联系上,在科技奥运、绿色奥运、人文奥运的理念指引下,着眼奥运旅游营销战略研究,文章涉及提升中国旅游形象,人文奥运、旅游行业的发展,旅游标识、导游人员等问题,希望北京能将奥运会真正变成旅游业自身升级、发展、完善的良好契机。

Beijing 2008 Olympics is an eye-catching sports occasion all over the world. The Olympics can be held in Beijing, which will doubtless have profound significance and influence to both present and future China. This essay focuses on the natural relationship between Olympics and tourism and makes a study on marketing strategy of Olympics tourism guided by the conceptions of Technology Olympics, Green Olympics and Human Olympics. This essay involves the issues such as the image improvement of China tour, human Olympics, development of tourism industry, tourism indicative signs and marks, tour guides, etc. It is hoped that Beijing can catch the golden chance of Olympics to advance, develop and improve its own tourism industry.