旅游创意营销:消费社会旅游营销理论的创新与发展

Creative Tourism Marketing:The Innovation and Development of Tourism Marketing Theory in Consumer Society

在消费社会中,旅游营销的重点是针对旅游者的精神需求提供旅游产品的符号价值。在旅游符号营销过程中,创意成为影响编码与解码质量、决定营销活动绩效的重要因素。同时,旅游产品的固有属性、日趋激烈的竞争态势和日渐丰富的旅游消费经验推动旅游营销进入创意营销阶段。旅游创意营销是以创意为核心驱动力的营销理念,它以概念独特、形式新颖、绩效显著为外在表现,以创新理念、引导需求、提高价值为内在特征。究其实质,它是在运用创造性思维方式对旅游产品天然属性、旅游需求的文化属性和其他领域的相关要素进行组合而形成营销概念的基础上,借助现代大众媒体进行的价值创新与传播活动。

In a consumer society,the key point of tourism marketing lies in providing the symbolic value of tourism prod-ucts,for the spiritual needs of tourists.In the process of tourism symbol marketing,creation is the important decision of in-fluencing coding and decoding quality and the performance of marketing activity.At the same time,the inherent nature of tourism products,the increasingly fierce competition and the increasingly rich tourist consumption experience promote tourism marketing into the creative marketing stage.Creative tourism marketing is a marketing concept which taking creation for its core driving force,with unique concept,original form and significant effect as its external performance,with innovating con-cept,guiding needs and enhancing value as the internal characteristics.Essentially,creative tourism marketing is a kind of value innovation and communicative activity by means of modern mass media,on the basis of combination with the natural attribute of tourism products,the cultural attribute of tourism demand and the related factors of other fields,by using creative thinking,and then forms the marketing concept.