旅游目的地的营销策略——以杭州为例

Marketing Strategy on Tourism Destination Based on Hangzhou

"城市品牌"是提升城市知名度与发展城市旅游业的重要推动力。杭州正在以"休闲杭州"、"华东会客厅"、"生活品质之城"为核心,全力打造国内一流的会展、休闲、商务旅游目的地。当前的问题是杭州旅游在国外的知名度并不高。杭州旅游部门应制定"城市品牌"营销策略,加大宣传力度,全方位宣传杭州旅游,拓展会议旅游市场,举办国际性的知名论坛,努力提升杭州知名度。

City brand is an important impetus for its popularity and tourism.Hangzhou is developing into a top-ranking travel destina-tion with its recreation,fairs and exhibitions,and quality of life.However,the popularity of this city still needs advancing.Hence,Hangzhou tourism department should make the marketing strategy of city brand,enhance the publicity of tourism,expand the market of convention tour,and hold world-known forum.