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旅游市场营销环境是指与旅游企业市场营销活动相关的所有外部因素与条件,其包含的内容既广泛又复杂。一般来说,旅游市场营销环境主要包括两方面的构成要素,一是微观环境,二是宏观环境。营销环境的变化,既会给企业提供机会,也会给企业带来威胁。每个旅游企业都处于这些宏观环境因素的包围之中,不可避免地受到其制约和影响。这些宏观因素和发展趋势为企业的发展提供了机会,同时也对旅游企业的生存构成威胁。
The tourism marketing environment refers to all the external factors and conditions related to tourism enterprise marketing activities, and the contents involved are both extensive and complex. In general, tourism marketing environment includes two major components, one is the micro-environment, the second is the macro environment. Changes in the marketing environment, both to provide opportunities for enterprises, but also to the enterprise threat. Each tourism enterprise is surrounded by these macroscopic environmental factors, which are inevitably constrained and affected by it. These macroeconomic factors and development trends provide an opportunity for the development of enterprises and pose a threat to the survival of tourism enterprises.