独立国际旅游目的地的组织模式与营销策略——以中国西部为例

Organization model and marketing strategy for independent international tourism destination:a case in west China

目的探讨独立国际旅游目的地的组织方式和营销策略。方法结合归纳法和案例法,对典型线路和西部地区的资源和产品状况进行分析。结果旅游目的地的组织模式可以归结为横向、纵向和综合3种。结论目前中国西部地区旅游目的地的组织与营销属于横向模式,根据西部地区资源和产品的空间特征,可将西部地区划分为5个主要的独立国际旅游目的地和若干次级独立旅游目的地,目的地组织和营销方式最适合采用纵向模式和快速撇脂战略。

Aim To pursuit the methods of organization and marketing of the western independent international tourism destination（IITD）. Methods Combine induction and case methods to analysis the typical tourism route and the resources in western region. Results 3 models were summarized and evaluated. Conclusion The IITD in West China could be zoned 5 independent tourism destination and some hypo-independent tourism destination, and the longitudinal organization and ski strategy of marketing of these destinations should be used.