国际化背景下的镇江旅游目的地营销策略研究

Destination Marketing Strategy for Zhenjiang Tourism under Internationalization

镇江市是我国旅游温点城市之一,在全球经济一体化的条件下,其旅游目的地营销与国际接轨势在必行。然而,目前镇江旅游产业地位相对较低,旅游要素发展也相对落后。但是,镇江自古就有"天下第一江山"的美誉,旅游资源禀赋较高,可通过目的地营销提高旅游温点城市的"热度",并采取相应策略,促进镇江旅游业向前发展。

Zhenjiang City is one of the warm spots among domestic tourism cities. It＇s necessary for Zhenjiang to bring the tourism destination marketing in line with international practice under the condition of economic globalization. However, considering the under developed local tourism, Zhenjing should make the most of its abundant historial and natural tourism resources to improve its tourism.