旅游者关系生命周期与目的地关系营销策略——以主题公园为例被引量：7

A Study on Tourist Relation Lifetime-Based "DATEE" Model of Destination Relation Marketing:Cases on Theme Parks

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摘要从顾客关系生命周期角度实施关系营销策略对旅游服务提供商和旅游者建立长期关系非常重要。本文在顾客关系生命周期3阶段模型的基础上,结合旅游服务业和旅游者的特性,同时考虑了时间要素和网络环境要素,补充了在旅游者“消费阶段”之后的“评估阶段”,提出了旅游服务业适用的旅游者关系生命周期4阶段动态模型:DynamicAttention-Transaction-Experience-Evaluation Model(简称DATEE模型)。该模型为旅游目的地服务提供商在互联网环境下制定关系导向的营销策略提供了框架支持。本文并结合国内外典型的主题公园营销实例进行了分析。 Relationship marketing from the view of Customer Relationship Life Cycle is essential for tourism service providers to establish long relationship with tourists. This paper proposes a Dynamic Attention- Transaction- Experience-Evaluation Model （DATEE）, which is a 4-phase model based on 3-phase Model of Customer Relationship Life Cycle. The DATEE model concerns both the time factor and the internet environment factor, which is fixed on the tourism industry. By analysing the online relationship marketing strategies of mainstream theme parks depending on the DATEE model, the paper indicates that the DATEE model can support the relationship marketing of destination service providers in the age of information.

作者邵隽

机构地区北京大学旅游研究与规划中心

出处《旅游学刊》 CSSCI 北大核心 2007年第1期55-59,共5页 Tourism Tribune

基金国家自然科学基金(40371036)阶段成果

关键词顾客关系生命周期关系营销网络营销目的地营销 Customer Relationship Life Cycle relationship marketing internet marketing destination marketing

分类号 F590 [经济管理—旅游管理]

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