大篷车促销:中国旅游市场营销创新的成功实践——大篷车营销实现从实践到理论的飞跃

Tourist Caravan:A Successful Practice of the Innovation of Tourist Marketing in China

旅游大篷车是近些年来我国旅游市场营销的一大创新。国家旅游局组织全国旅游系统先后在欧美等地和日、韩等国家举办旅游大篷车 ,全国各地也已在国内外举办了上百次规模不等的旅游大篷车 ,并取得成功。目前大篷车宣传已渗透到经贸、科技、文化、体育等社会的许多领域。旅游大篷车的成功探索 ,推动了旅游业的发展和进步 ,特别是开创了旅游目的地营销的新范例。本文首次全面总结了旅游大篷车旅游营销活动的广泛性、轰动性、生动性、互动性、叠加性和多层面等六大特点 ,深入分析了大篷车旅游营销管理和运作的模式 ,阐述了旅游大篷车在旅游营销创新中取得的六大突破 ,即战略创新、模式创新、品牌创新、形象创新、市场创新和渠道创新。

Tourist caravan has been an innovation in China's tourist marketing in recent years.National Tourism Administration has organized various government departments and tourist companies to host tourist caravan activities in European countries,the United States,Japan and Korea.Hundreds of activities have been hosted both at home and abroad.At present,the publicizing activities of tourist caravan have penetrated into many fields such as trade and commerce,science and technology,culture and sports.The successful exploration of tourist caravan has promoted the development and progress of tourism industry,especially initiating the new model of tourist destination marketing.The paper tries to sum up its six distinguishing features:widespread,sensational,vivid,interactive,repetitive and overlapping,analyses the tourism marketing management and operative mode and elaborates six breakthroughs:innovation in strategy,mode,brand,image,market and channel.