摘要
旅行社安全营销是旅行社企业面临的新生命题和工作方向,是当前旅游安全形势对旅行社的特定要求。分析了旅行社进行安全营销的实践与理论背景,指出目前旅行社进行安全营销存在营销尺度难以把握、营销方法采用困难及运作成本较高等困难与障碍。以此为基础,从内容体系、方法体系与保障体系等3个结构层次入手构建了旅行社的安全营销体系。
Security marketing is the new proposition and working direction which travel agency enterprises should he faced with, it is also a requirement of current safety situation to the travel agency. The paper analyzes the practice and theoretical background of security marketing for a travel agency, and points out that the difficulties and obstacles, such as moderate marketing scales, tighter marketing methods and higher operating costs. On this basis, this paper points out that the travel agency can build the se- curity marketing system in three--level structure of security marketing contents, security marketing methods and security mar- keting guarantee.
出处
《旅游论坛》
2012年第6期88-93,共6页
Tourism Forum
基金
福建省人文社科规划项目(2011B150)
国家旅游局重点科研项目(10TACK005)
教育部人文社科基金青年项目(09YJC790101)
关键词
旅行社
安全营销
困难与障碍
体系构建
travel agency
security marketing
difficulties and obstacles
system construction
