论旅游目的地营销误区与新策略

On the Wrong Ideas of Destination Marketing and New Strategies

旅游目的地之间竞争的日益加剧,使营销成为目的地在竞争中胜出的有力武器,旅游市场营销也随之从以企业为主体的营销模式转变到以目的地营销为主体的时代。本文在考察国内外旅游目的地营销研究和实践的基础上,结合国内旅游目的地实际,分析我国目的地营销中存在的几大误区,并讨论了旅游目的地营销的新策略。

As competition grows more and more fierce, marketing has become a primary tool of success in regional tourism development. Destinations have replaced enterprises to play the major role on the global tourism marketing stage. Based on the literature review and industry investigations, this paper reveals some wrong ideas existing in destination marketing operations in the tourism industry of China and discusses some cutting-edge strategies of marketing.