摘要
口碑是消费者之间所交流的关于特定品牌的所有意见与评价。旅游景区要赢得人气,提高经济效益,打造良好口碑是重要一环,也是景区可持续发展的重要基础。根据口碑营销的5T理论,结合武当山旅游景区的情况,提出了体验营销营造口碑、概念营销提升口碑、关系营销固化口碑、事件营销赢得口碑、公益营销塑造口碑和网络营销引导口碑等六种旅游景地口碑营销的建议。
Public praise is the evaluation on certain special commodity brand among consumers. It is necessary to build a good reputation for tourist attractions to earn public attention and achieve high economic efficiency, and it is also the basis for sustainable development. According to 5T theory of buzz marketing and combining with the reality of Wudang Mount tourist attractions, this article proposes six tactics for tourist attractions to improve their reputation, namely： to create praise via experiencing marketing, to promote praise via ideational marketing, to fossilize praise via relational marketing, to earn praise via activities marketing, to mold praise via public-interest marketing and to lead praise via cyber-marketing.
出处
《孝感学院学报》
2010年第4期125-128,共4页
JOURNAL OF XIAOGAN UNIVERSITY
关键词
旅游景区
口碑
武当山
营销策略
tourist attractions
public praise
Wudang Mount
marketing tactics
