川渝红色旅游整合营销策略

Integrated Marketing Strategy of Red Tourism in Sichuan and Chongqing

如今红色旅游进入一个全新的发展时期,红色旅游要想获得长远发展,就必须借助先进的营销理念,即整合营销。通过对整合营销的内涵及其在旅游业中的应用、川渝红色旅游整合营销的可行性及存在的问题进行分析,并结合旅游营销中整合营销的理论,从系统的整合、接触管理、协同效应、控制反馈理论的角度出发,认为川渝红色旅游整合营销应打破行政区域限制,携手创建"红色"旅游品牌,走区域旅游合作的道路,构建无障碍旅游区。

Red tourism has entered a new period we have to rely on the advanced marketing idea, that grated marketing connotation and its application in the of development today. In order to obtain long-term development, is, integrated marketing. According to the analysis of the intetourism industry, and also according to the analysis of feasibility and problems of Sichuan-Chongqing red tourism, combining with the theory of integrated marketing in tourism marketing, meanwhile, from the system integration, contact management, synergy, control feedback theory, we can see that the integrated marketing of Sichuan-Chongqing red tourism should break the restrictions of administrative areas, create the red tourism brand together, and follow the path of regional cooperation in tourism to build barrier-free tourist area.