国外旅游目的地营销研究综述

A Review of Overseas Studies on Tourism Destination Marketing

本文对国外旅游目的地营销研究进行综述。近10年来国外研究主要涉及旅游目的地形象、旅游目的地营销组织、旅游目的地促销、信息技术与目的地营销4大方面。文章在简要评述我国旅游目的地营销研究现状的基础上,结合国外研究情况,认为强化实证研究及定量分析、旅游目的地品牌及定位研究、旅游目的地营销组织、信息技术的促进作用和旅游目的地营销绩效评价应是我国近期旅游目的地营销研究的主要方向。

This paper makes a review of overseas studies on tourism destination marketing. Overseas studies in the past 10 years mainly involved four aspects： tourism destination image, tourism destination marketing organizations, tourism destination promotion and the application of information technology to tourism destination marketing. Based on a short review of studies in China, the authors point out that there are still many aspects to be strengthened, which include the application of empirical research methods, tourism destination positioning and branding, tourism destination marketing organizations, the application of information technology to tourism destination marketing and the evaluation of tourism destination marketing performance.