滕州旅游价值驱动营销策略探析

An Analysis of Tengzhou Tourism Marketing Strategy from The Perspective of Value-Driven Theory

旅游发展离不开营销的推介作用,旅游营销对于提升城市形象,扩大旅游目的地客源市场以及提升旅游目的地竞争力有着十分重要的作用。目前,我国各大城市的旅游营销基本以旅游吸引物为营销载体,采用以政府为主导的营销模式。营销革命3.0价值驱动营销理论的提出,需要对现存旅游营销模式进行必要的思考。尤其是旅游发展处于相对弱势的城市,需要提出更具人文关怀的旅游营销模式,利用价值驱动营销提升城市的旅游知名度和竞争力。本文以滕州为例,通过对滕州旅游发展及营销现状的分析,运用营销革命3.0价值驱动营销理论完善滕州旅游营销策略,促进滕州旅游发展。

Marketing plays a very important role in tourism development. Tourism marketing can enhance the image of the city, expand tourist market and improve tourist destination competitiveness. At present, the tourism marketing of many cities in China takes the tourism attractions as a marketing carrier with the government as a leading role. But with the value-driven theory of marketing 3.0 model, the tourist destinations need to think about their marketing models and carry out more humanistic tourism marketing patterns to enhance the city＇s tourism reputation and competitiveness. Take Tengzhou as an example, through analyzing Tengzhou tourism marketing model and using the value-driven theory of marketing 3.0, this article aims at improving Tengzhou tourism marketing and promoting Tengzhou tourism development.