旅游隐性营销:新时代的旅游营销理念变革

Tourism Recessive Marketing: A New Concept of Tourism Marketing

基于菲利普·科特勒提出的3.0营销理念,结合企业社会责任、社会化媒体、技术进步、文化创意等新趋势,通过逻辑思辨、个案研究和归纳法,探讨了旅游隐性营销的基本内涵、理论要点、实践方法。研究认为,旅游隐性营销中应充分关注游客内心情感,注重结合社会热点问题,整合运用社会化媒体,充分发挥创意的力量。

Based on the 3.0 marketing idea which proposed by Philip Kotler, and corporate social responsibility, social media, technology progress, cultural creativity, tourism recessive marketing theory points, practice method through logical reasoning, Tourism ecessive marketing practice should give full attention to the tourists inner combined with the new trend of it is causes the basic connotation, case studies and inductive method. feelings, and focus on integrating social hot issues, and integrate the use of social media, give full play to the strength of creativity.