英国旅游目的地网络营销信息特征及启示

A Study On Information Characteristics in the British Destination Marketing System

网络营销因其独特的优势,成为21世纪旅游目的地最重要的营销方式之一。营销网络信息的质量最为重要,是目的地网络营销成功的关键。英国旅游目的地网络营销以旅游者行为理论和旅游营销理论为指导,围绕营销目标,提供了满足潜在旅游者个性化需求的信息,使英国旅游营销取得了成功。应根据英国旅游目的地网络营销信息特征,制定改善我国旅游目的地网络营销信息的措施。

With its advantages network marketing has become one of the most important marketing modes. The success of network marketing lies in the quality of network information. With the guidance of tourists＇ behavioral theory and tourism marketing theory, the British marketing website has provided with the personalized information for potential tourists. This makes their tourism marketing successful. The paper analyses the information characteristics of English destination network marketing in order to raise some measures for the development of the native Chinese marketing in this area.