旅游品牌营销与传播沟通机制研究

Research on Brand Marketing in Tourism Industry and Communicating Mechanism

旅游市场竞争的关键是旅游品牌的竞争,旅游品牌竞争的关键是企业营销与传播策略的竞争,旅游品牌整合营销传播是旅游品牌竞争的重要手段,其实质就是旅游企业与旅游者进行旅游品牌信息沟通过程,它是旅游业市场竞争的发展趋势。

The success in competition of tourism market is determined by the competition of tourism brand, which is the competition of enterprise marketing and communicating strategy. Hence, integrated marketing communication of the tourism brand, a developing tendency to the competition of tourism market, has become an important means in the competition of tourism brand. Essentially, this communication is a process communicating between the tourism agency and the tourists on the tourism brand information.