摘要
近年来,中国已成为澳大利亚最具价值的旅游客源国。金融危机和全球经济增速减缓并没有影响澳大利亚国际旅游业的增长,尤其是中国游客人数不断攀升,体现了澳大利亚成功的跨文化国际旅游营销策略。从跨文化角度来看,澳大利亚对华国际旅游营销成功的关键在于全面而深入客源国市场调查、贴合中国国情的旅游营销策略、高质量的诚信旅游服务。
With the increasing numbers of China＇s outbound tourists, China has become the most valuable tourist source country in Australia. During the recent years Australia＇s inbound tourism hasn＇t been influenced by global financial crisis, especially China＇s tourists have kept rushing to this nothing-like Australia, that＇s the result of Australia＇s successful cross-cultural tourism marketing strategy in China. It explores Australia＇s inter- national tourism marketing strategy from the perspective of cross-cultural studies, and considers that the key to successful marketing strategy lies in comprehensive and deep investigation into tourist country＇s markets, proper tourism marketing strategy with China＇s situation and high-quality credibility tourism services.
出处
《韶关学院学报》
2014年第3期145-150,共6页
Journal of Shaoguan University
关键词
国际旅游营销
跨文化沟通
澳大利亚
对华旅游地营销
International tourism marketing, cross-cultural strategy, Australia＇s tourism marketing in China
