旅游目的地公共营销中主体行为表现及其影响研究

Research on the Behavior of Subject in Tourist Destination Public Marketing and Its Influence

旅游目的地是旅游系统中的吸引力子系统,将旅游目的地作为整体进行全面营销是增强区域旅游吸引力的重要内容。文章从旅游目的地公共营销的视角出发,主要探讨了旅游目的地公共营销的主体子系统,提出了公共营销主体行为表现与影响的关系模型,并通过两个案例进一步阐述了该模型。通过对"人说山西好风光"节目的分析发现,公共营销主体的积极行为表现会对旅游目的地形成积极的影响,这种行为是对旅游目的地的正营销;通过对"青岛大虾"事件的分析发现,当发生消极事件时,公共营销主体的消极行为表现和积极行为表现都会导致消极的影响,这种行为是对旅游目的地的负营销。旅游目的地的公共营销主体要根据不同的旅游形象发展程度采取不同行为,减少负营销带来的消极影响。

Tourist destination is a subsystem of tourism system. The holistic marketing of tourist destinations is important for promoting regional tourism. From the perspective of tourist destination public marketing,this study mainly discusses the main subsystem of tourist destination public marketing. It also presents a model concerning the relationship between public marketing subject＇s behavior and its influence, and two cases are employed to further interpret the model. By analyzing the TV program ＂the Scenery of Shanxi is Highly Praised＂, the study shows that the positive behavior of public marketing subject can exert a positive influence on the tourist destination, so the behavior is a kind of positive marketing of the tourist destination. On the contrary, by analyzing the event of ＂Whopping Price Prawns in Qingdao＂, it can be found that both positive behavior and negative behavior can exert a negative influence on the tourist destination when negative events happen, and both behaviors belong to negative marketing. Subjects of tourist destination public marketing should behave differently according to the development degree of the various tourist images, so as to alleviate the negative influence of negative marketing.