摘要
在旅游市场需求日趋个性化、多样化的背景下,整合营销传播理论将取代传统的市场营销组合理论,为旅游地市场营销提供新的理念和途径。旅游地形象营销将取代单纯的产品营销,构建由形象塑造、包装、传播与管理组成的旅游地形象整合营销体系,从而协调、整合旅游地各营销要素,形成统一的旅游营销诉求点,培育统一的旅游地品牌形象,获取最佳、最有效的营销传播影响力。
In the background of the individuality and diversification of tourism demands day by day, the integrated marketing communication theory will substitute for the traditional marketing system theory to provide a new idea and a way for the tourism destination marketing. In order to harmonize and integrate the tourism destination marketing elements, to establish a unified tourism marketing appealing point, to cultivate the unified brand image of the tourism destination, and to gain the best and the most effective marketing influence, we must substitute the simple product marketing with tourism destination image marketing and construct the integrated marketing system of the tourism destination image, including image - building, imagemodifying, image transmission and image management.
出处
《商业经济与管理》
CSSCI
北大核心
2007年第8期68-73,共6页
Journal of Business Economics
基金
山东省教育厅人文社会科学研究重点项目"旅游品牌整合营销传播体系研究"(J06X59)
关键词
旅游需求
整合营销
旅游地形象
旅游营销
体系
tourism demands
integrated marketing
tourism destination image
tourism marketing
system
