少数民族旅游区营销效果的绩效评估机制研究

Research on the Performance Evaluation Mechanism of the Marketing Effect of Minority Tourism Area

在区域性旅游竞争日趋激烈的情况下,少数民族地区仅依靠单一化的旅游资源将很难吸引游客群体。一系列营销模式的凝聚性和诱导性就显得至关重要。而各种营销策略的营销效益是不是得到了最大化实现,就需要建立科学的绩效评估机制,在对我国少数民族旅游目的地营销绩效评估机制的现状以及所存在难题进行分析的基础上,有针对性构建可操作的营销绩效评估体系,并提出相应的可行性策略。为促进民族区域旅游产业的可持续发展提供必要的理论支撑。

In the increasingly fierce competition of regional tourism,it is difficult to attract the tourist groups by the single tourism resources. So a series of marketing model is essential. And testing whether the marketing effectiveness of various marketing strategies has been maximized,we need to establish a scientific performance evaluation mechanism. Based on the analysis of the present situation and the problems of the marketing performance evaluation mechanism of the minority tourism destination in China. We targeted to build operational performance evaluation system, and put forward the corresponding feasibility strategy,in order to promote the sustainable development of national regional tourism industry.