摘要
旅游业作为21世纪一大产业,越来越受到各国和各地区的重视。旅游产品以无形服务为核心,其产品质量不能像有形实物那样可以在购买前加以判别,其价值、质量的鉴定只能由旅游者购买之后做出辨别。而旅游动机具有易变性、依附性、追求时尚性等特点,这一切都决定了旅游与广告有着天然良好的切入点。
Tourism, being one of big industries of this century, has been paid more and more attention by almost every country and region. Different from other material objects, it is quite difficult for consumers to discriminate the value and quality of tourism products, because this kind of product take invisible services as its nucleus. Only after buying this kind of product can consumer learn its value and quality.Tourist motive has many changeable, dependent, fashionable features.All of these decide that natural good joint should be made between tourism and advertisement. This paper explains the conception of tourist advertisement and proves that tourist advertisement and propaganda can influence, guide even change tourist incentive.h also analyses the necessities of tourist advertisement and the principles of publicity.
出处
《商业研究》
北大核心
2006年第3期203-206,共4页
Commercial Research
基金
陕西省教育厅重点科研项目资助
项目编号:03JS032
关键词
旅游广告
旅游动机
宣传
刺激
tourist advertisement
tourist motive
publicity
exciting
