抽象与具象——论旅游目的地营销体系的断裂与重构

Abstraction and concretion: a study of the rupture and reconstruction of destination marketing system

"到了某地,但不知道玩什么""不去某地终生后悔,去了某地后悔终生"是人们在旅游活动中经常面对的两种尴尬。造成上述结果的重要原因之一,是抽象化旅游目的地营销与旅游目的地具象化构成要素之间发生了断裂。文章重点分析了旅游目的地营销体系断裂产生的原因,并提出了在抽象化旅游目的地营销与旅游目的地具象化构成要素之间建立联结的若干举措。进而依据市场本位原则重构了旅游目的地营销体系,以此推动旅游目的地营销的健康持续发展。

In tourism activities we usually confront two types of embarrassment ： ＂When I visit a certain place, I do not know what to play＂ and ＂To regret for not being able to visit a place for the whole life and to regret visiting a place for the whole life＂. The author holds that one of the important causes for these embarrassments is the rupture between the abstraction and the concretion of marketing in the tourist destination. In order to fill such a rupture, we must build the link between the abstraction of marketing and the concretion of the constituent elements in the tourist destination. To shape such a link needs the efforts from four aspects ： the first is to look at the tourism destination marketing from a systematic point of view, and to maintain the continuity between the ab- stract marketing of tourism destinations in the entire marketing system ; the second is to expand the ＇abstract marketing in the tourism destination, and to promote the concretion and exhibition of tourism destination marketing; the third is to strengthen the combina- tion between the abstract tourist destination marketing and the travel practice in the tourism enterprises, and to regard the tourists as the ultimate goal of the tourist destination marketing; the fourth is the multiple illustrations and the interpretation of abstract desti- nation marketing of which the information chain and service chain, experience chain consist of the main form.