摘要
目的地的市场行为已越来越成为激烈的全球范围内的竞争行为。本文解释了与目的地有关的一些概念 ,并介绍了几个关于目的地管理和市场策略的理论模型。通过几个模型的综合运用分析 ,作者强调了目的地市场行为中产品细分 ,公共部门和私有部门合作 ,以及协调各利益集团物关系和当地资源可持续性利用的重要性。此外 ,作者还指出新技术和互联网络也是提高目的地竞争力的一种有效方式。总之 ,目的地的市场行为应突出优化旅游业影响和保证目的地各方获利的原则。
Destination marketing is incerasingly becoming extremely competitive worldwide.This paper explains the destination concept and attempts to synthesise several models for strategic marketing and management of destinations.It provides an overview of several techniques widely used and illustrates examples from around the world.The paper also explains that marketing of destinations should balance the strategic objectives of all stakeholders as well the sustainability of local resources.Destinations need to differentiate their products and develop partnerships between the public and private sector locally in order to co-ordinate delivery.Taking advantage of new technologies and the Internet also enables destinations to enhance their competitiveness by increasing their visibility,reducing costs and enhancing local co-operation.Destination marketing must lead to the optimisation of tourism impacts and the achievement of the strategic objectives for all stakeholders.
出处
《旅游学刊》
CSSCI
北大核心
2000年第4期69-73,共5页
Tourism Tribune
