旅游地空间营销:一个理论模式的初步建构

Space Marketing of Sightseeing District:Initial Construction of a Theoretical Pattern

旅游地理学主要研究旅游地空间的结构与特征,而缺乏对旅游地空间营销的研究;旅游营销学主要研究旅游企业的产品营销,而忽略对旅游地整体空间的宏观营销研究。旅游地空间的整体性、整合性、系统性、公共性等特征决定了其营销模式的革命性,其基本模式的架构思路包括三个维度:谁营销、营销什么、向谁营销。旅游地空间营销的目的并非是为了单一的利润回报,而是为了通过系统功能作用的发挥实现旅游地空间宜游、宜商、宜居、宜业的目标。旅游地空间营销通过信仰、规则、机制、策略和技术等方略实现。

Tourism geography mainly researches the structure and the characteristics of the space of sightseeing districts,which lacks in the research of the space marketing of sightseeing districts. Tourism marketing mainly focuses on the product marketing of tourism enterprises,while ignoring the research of the macro marketing of the space of the sightseeing places. Features of the space of sightseeing districts such as integrity,integration,systematicness and publicity determine its revolutionary marketing model,and the constructing ideas of the basic model include three dimensions: who will market; what to market; and to whom to market. The purpose of the space marketing of sightseeing districts is not only to get profits,but also to make the sightseeing districts the places which are more suitable for tourism through exerting its systematic function. The space market can be realized through belief,rules,mechanism,strategy,technology and so on.