国内旅游目的地营销近十年研究进展与展望

Review of Tourism Destination Marketing about Ten Years Recently in China

近年来，旅游目的地营销研究已成为国内旅游目的地研究的重要方向，该领域的研究已经具有一定的深度和广度。文章对国内近十年来发表在各类刊物上被CNKI索引的关于旅游目的地营销的文献进行了梳理和总结。发现国内学者对旅游目的地营销主要集中在旅游目的地营销理论、形象和品牌塑造、营销策略和营销系统四个研究领域，文章就上述四个方面的研究进行了分析。在此基础上，总结了近十年来国内旅游目的地营销研究的特点和不足，并从七个方面对国内旅游目的地营销研究做出展望。以期能够对旅游目的地营销的深入研究提供一定的参考，为我国旅游目的地的发展提供一些启示。

In recent years, tourism destination marketing research has become an important research direction of domestic tourism destination; the research in this field has a certain depth and breadth. The recent ten years, published in various journals indexed by CNKI on the tourism destination marketing literature by combing and summarizing that the domestic scholars the tourism destination marketing mainly focus on the tourism destination marketing theory, image and brand building, four research fields of marketing strategy and marketing system, this paper studies the above four aspects are analyzed. On this basis, summed up in recent ten years, the characteristics of domestic tourism destination marketing research and deficiencies, and from the seven aspects of domestic tourism destination marketing research prospects. In order to provide a reference for further research on the tourism destination marketing, provide for the development of China＇s tourism destination some enlightenment.