近年旅游市场营销研究发展回顾——以《旅游学刊》为样本

Development Review of Tourism Marketing Research in Recent Years——Choose Tourism Tribune as Sample

以2006年到2010年发表在《旅游学刊》上以旅游市场营销为研究方向的43篇文章为样本库,总结近年来旅游市场营销研究的内容、行业应用情况和研究方法。内容上对管理、计划与战略的研究最多,其中,市场细分、定位和选择占的比例最高;行业应用中大多数的研究在旅游目的地或者目的地市场营销机构中进行;研究方法中使用最多的是二手数据和案例分析。通过对样本库的统计分析,总结当前研究状况并预测未来趋势。

43 pieces of article focusing on tourism marketing published on Tourism Tribune （2006-2010） are chosen as samples to study the contents, business appliance condition and study methods of tourism marketing in recent years. Researches on management, plan and strategy got most attention; and are carried out in the tourist destinations and their marketing institutions; secondary data and case study are relatively popular study methods. The study concludes with general suggestions for future tourism marketing research.