国内旅游目的地营销研究综述及展望

Review and Prospect of Marketing Research on Tourism Destination in China

国内旅游目的地营销研究较晚,在20世纪90年代末才有相关的研究,旅游目的地营销是旅游营销一种崭新的思路,是在地区层次上进行的营销方式。在这种方式下,地区将代表地区内所有旅游企业,以旅游目的地的形象作为营销主体加入旅游市场的激烈竞争中。我国旅游目的地营销遵循了国外相同的发展过程,即由最初的目的地形象研究向其他视角扩展,并开始关注目的地营销组织和信息技术在地营销中的应用,但在内容和方法上需进一步完善。

Research on the domestic tourist destination had not been started until the late 19908, tourism destination marketing was a brand new marketing ideas of tourism marketing which was a marketing mode at the regional level of tourism marketing. In this way, the region will represent all areas of tourism enterprises, as a destination marketing to join the main tourist market in fierce competition. China＇s tourist destination marketing abroad followed the same process of development from the initial destination on the image to expand to other perspectives, and started to pay attention to application of destination marketing organizations and information technology in the marketing of destinations, but needed to be further improved in content and method.