论文部分内容阅读
当今我国旅游业正进入品牌竞争时代,可供消费者选择的旅游目的地的数量大大增加,各个旅游目的地为吸引旅游者而展开了激烈的竞争。因此,旅游目的地营销问题成为关注的焦点。营销是旅游目的地取得竞争优势,增加旅游收入,促进旅游目的地更好发展的重要手段。作者在参考大量国内外相关领域的文献资料的基础上,并综合运用旅游管理理论、市场营销理论、营销传播理论及其它相关学科理论,以“爽爽的贵阳”旅游目的地为例,结合贵阳市旅游品牌建设及其营销推广现状和存在的问题,就完善“爽爽的贵阳”旅游目的地营销模式的对策建议作出初步探讨。
At present, China’s tourism industry is entering the era of brand competition. The number of tourist destinations available to consumers has greatly increased. Various tourism destinations have fiercely competed to attract tourists. Therefore, the issue of tourism destination marketing has become the focus of attention. Marketing is an important means for tourist destinations to gain competitive advantage, increase tourism revenue and promote the better development of tourism destinations. On the basis of a large amount of literature and materials in relevant fields both at home and abroad, and combined with the theory of tourism management, marketing theory, marketing communication and other related disciplines, the author takes “Shuangshuang Guiyang” tourist destination as an example, Combined with the construction of tourism brand in Guiyang City and its marketing and promotion of the status quo and existing problems, to improve “Shuang cool ” tourist destination marketing countermeasures and suggestions to make a preliminary discussion.