旅游目的地营销绩效评价研究现状与展望

Current Situation and Prospects of Studies on the Evaluation of Tourist Destination Marketing Performance

随着公共投资审查的日益严格和目的地竞争的加剧,对旅游目的地营销绩效进行评价已经成为实践发展的必然要求。但由于目的地信息的多源性以及旅游者决策过程的复杂性,营销绩效评价一直是目的地营销研究领域中最具挑战性的问题。文章在回顾国内外相关研究文献的基础上,从旅游目的地营销组织绩效评价和旅游目的地营销传播活动绩效评价两个方面对国内外的研究状况进行了归纳,并指出了未来研究的重点和方向,以期为国内理论研究和实践活动的开展提供参考。

With strict scrutiny on public sector funding of the tourism sector and increasingly fierce competition between tourism destinations, DMOs＇ expenditure on marketing activities has been subject to recent debate and the question of effectiveness has become a key issue. In terms of evaluating whether and how the marketing works to affect visitor behavior, performance evaluation of tourist destination marketing has become an inevitable requirement for the development of practice. But destination marketing performance evaluation is the most challenging problem in the area of destination marketing research because of the multi-source destination information and complex tourist decision-making process. The paper summarizes relevant studies domestically and overseas regarding performance evaluation of tourist destination marketing and concludes the researches from the concepts of destination marketing organization performance evaluation and Marcom performance evaluations. Through the review of these studies, the paper indicates that this field remains in its infancy. Though some progress has been made in the past few years, there is a lack of consistency in defining what metrics should be used to evaluate the destination marketing performance. And there hasn＇t got an acknowledged conceptual framework. At last, the paper provides the prospects for future research in the hope of providing references for domestic theoretical studies and practical activities.