国内旅游目的地营销研究现状及展望

The Current Situation and Prospect of Studies on Tourism Destination Marketing in China

本文在简要回顾国内旅游目的地营销研究现状的基础上,对今后该领域需要开展的后续研究方向进行了展望。目前国内旅游目的地营销研究主要涉及5个方面,即旅游目的地营销概念、旅游目的地形象、旅游目的地营销主体、旅游目的地营销传播工具、信息技术与旅游目的地营销;建立系统的旅游目的地营销理论框架、旅游目的地品牌化、旅游目的地整合营销传播、旅游目的地危机营销、旅游目的地营销效果评价、强化实证研究及定量分析等是我国未来旅游目的地营销研究的主要方向。

This paper makes a review of studies on tourism destination marketing in China. On the basis of a short review of studies in China, the author points out the prospect for further research. Nowadays studies on tourism destination marketing in China mainly involved five aspects： the concept of tourism destination marketing, tourism destination image, the subjects of tourism destination marketing, tourism destination marketing communication tools and the application of information technology to tourism destination marketing. There are still many aspects to be strengthened, which include the construction of a systematic theoretical framework of tourism destination marketing, tourism destination branding, tourism destination integrated marketing communications, tourism destination crisis marketing, the evaluation of tourism destination marketing performance and the application of empirical research methods.