旅游目的地营销特点与策略研究——以肇庆市为例

Marketing Characteristics and Strategies of Tourism Destination:A Case Study of Zhaoqing,Guangdong

随着旅游目的地之间争夺客源市场竞争的加剧,旅游目的地营销对各地旅游发展的重要性日益突出。文中对旅游目的地营销的特点、基本经验进行了归纳分析,认为旅游目的地营销在本质上是一个逐步确立区域旅游品牌的复杂过程。以此为基础,对广东传统旅游目的地——肇庆市的营销策略进行了系统思考。

With the increase of tourist-market competition between tourism destinations, tourism aestmatlon marketing becomes increasingly important for tourism development. In the paper, the characteristics and basic experiences of tourism destination marketing are analyzed. The marketing is characterized by uncertainty of effects, synthesis of content, long term of object, multi-body of marketing organizations, and grade-hierarchy of marketing scope. It is thought that tourism destination marketing is a complicated process to establish gradually regional tourism brand. The emphasis of marketing should be put on regional tourism image and main tourism products, so it is necessity for a tourism destination to strengthen the construction of the both sides. Zhaoqin is taken as an example to carry out demonstration study. By analyzing its actuality, some systematic thoughts for the marketing strategies are brought forward： attaching importance to basic marketing work; establishing annual marketing plan and evaluation mechanism; making marketing tactics; paying attention to marketing process and propaganda effects of tourism goods; improving the tourism information network of Zhaoqing.