全域旅游背景下海南强、弱势目的地品牌联合营销——以三亚和琼海为例

Combined Marketing of Strong and Weak Destination Brands in the Context of Comprehensive Tourism:A Case Study of Sanya and Qionghai

在全域旅游背景下,海南岛内强、弱势目的地品牌的联合营销是个值得探索的新实践命题.本文以三亚和琼海为例,在对两地品牌地位辨析和阐述联合营销必要性的基础上,着重探讨了此举将面临的5大挑战和相应的应对措施.挑战涉及联合营销主题的建设、资源间共性和个性的协调、旅游基础和上层设施差距的弥合、联合营销管理人才的匮乏等.应对举措分别为:打造"熟悉感"和"新意"共存的目的地联合主题;基于"共性"过渡的资源协调展示;完善和巧妙规避琼海的设施弱项;重视人才的引进与培养;将联合营销"双刃剑"防患于未然.文章旨在为谋求"全域旅游"的效果提升和海南国际旅游岛的"升级版"发展贡献营销智慧.

In the context of comprehensive tourism, the joint marketing of strong and weak destination brands in Hainan island is a new practical proposition worth exploring.The joining of Sanya and Qionghai was an example.Initially,the brand status of the two destinations was analyzed and the necessity of joint marketing was elaborated.Then,five challenges and their solutions concerning the joint marketing were highlighted.The challenges involve the construction of joint marketing themes, the coordination of commonality and individuality among resources, the bridge of gap between tourism foundation and upper infrastructure, and the shortage of joint marketing management talents.The corresponding countermeasures are follows: Creating the joint theme of destinations with the coexistence of “familiarity” and “novelty”;Coordinating and showing the resources based on “commonality” transition;Improving and skillfully avoiding the weak facilities of Qionghai;Attaching importance to the introduction and cultivation of talents;Preventing the “double-edged sword” of joint marketing.The aim was to contribute marketing wisdom to the promotion of “all-region tourism” and the “upgraded version” development of Hainan international tourism island.