旅游目的地营销体系构建中的政府行为选择分析

A Government Action Select Analysis in the Course of Building Tourist Destination Sell System

由于旅游目的地等方面旅游产品的宣传与营销不像工业产品那样可以直接创造产品名牌,而且经营过程中大多是跨地域进行的,因而它不仅要求一体化的市场与充分的发展空间,而且无形中要求相关政府进行有效的协调。从我国旅游业发展的现状上看,应该说在未来的一个较长的时间内,国家级、省级的整体旅游营销任务还是有必要由政府及其政府的相关部门来承担;毕竟单个的地区及企业在旅游促销时其所关注的主要还是推销他们自己的产品而难以顾及到整个地区整体旅游目标的实现。

In virtue of propagating and selling of tourist destination can not direct create product nameplate and its sell action is stride, so, propagate and sell of tourist destination not only need integration market and full development space, but also need related government conduct efficacious coordinate. According to our country tourist development present situation, we think tourist sell assignment need government bear in the years to come, single region and enterprise main thoughtful itself product and do not follow with interest in realizing region tourist development target in conducting tourist sell.