旅游目的地营销中政府功能的研究

To Study about the Government's Function in Tourism Destination Marketing

旅游目的地营销是当前营销实践和理论研究的热点领域,而旅游目的地营销中政府的功能是该领域理论研究中争论的焦点。以博弈论为基础,分析了旅游目的地营销过程中经常出现的问题,并结合实例研究得出了政府在不同类型旅游目的地的营销中应发挥的功能。

Tourism destination marketing is the hot area of the current marketing practice and theoretical study, and the Government＇s function in tourism destination marketing is the bone of contention to theoretical research in this field. This paper is based on game theory. We analysis the recurring problems in the course of tourism destination marketing, and we also combined with case studies. The results show that the government in different types of tourism destination marketing should play different roles.