互联网时代下旅游目的地营销研究综述

Literature Review of Tourism Destinations’Marketing in the Internet Era

“互联网+旅游”模式将互联网与旅游业有效结合,推动旅游目的地持续发展。本文以128篇期刊文献为样本,梳理并分析近年来互联网时代下国内旅游目的地的营销研究动态。研究发现:目前研究热点集中在旅游目的地产品营销及创新方面,并从旅游产品、新媒体营销和旅游地(或景区)三个角度展开综述。分析发现,旅游营销研究的具有研究重复率很高、研究内容和方法过于单一、侧重经济角度的研究、研究的深度尚浅等特点。在此基础上,本文就完善旅游营销研究提出了拓宽研究方向、完善研究方法、细化研究内容、深化研究主题等若干建议。

The model of“Internet+tourism”effectively combines the Internet and tourism to promote the sustainable development of tourism destinations.This paper compares and analyzes the marketing research trends of domestic tourism destinations in the Internet era in recent years,using 128 journal articles as samples.It is found that the current research hotspots focus on tourism destinations’product marketing and innovation,and the literature review is conducted from three perspectives,including tourism products,new media marketing,and tourism destinations or scenic spots.The analysis found that tourism marketing research has a great possibility of repetition with very single research content and methods,and the economic perspective as the focus;the study is still shallow,etc.On this basis,this paper puts forward several suggestions for improving tourism marketing research,such as broadening research trends,improving research methods,refining research content,and deepening research themes.