区域旅游产业营销的一般模式初探

The Probe into General Mode of District Tourism Industry Marketing

本文通过对区域旅游产业形成与成长特点的深入研究,认为建立并实践区域旅游产业营销这一宏观营销模式具有重要的理论与实际意义,指出区域旅游产业营销应当以政府为营销主体,以区域旅游产业整体旅游形象为主线,进行整体营销;阐述了区域旅游产业营销的一般目标,并在对区域旅游产业营销一般规律认识的基础上,提出了区域旅游产业营销的相关策略。

By deeply discussing the district tourism industry＇s shaping and growing characteristic, the authors believes that establishing and practicing the macroscopic district tourism industry marketing has an essential theory and practice meaning,They point out that the district tourism industry marketing should make the administration as the main body and take the district tourism industry＇s whole image as the main line, using total marketing. The article sets forth the general target of district tourism industry marketing as well, by setting up on the basic realizing of the district tourism industry marketing＇s general regular suggests some related marketing tactics.