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在旅游消费需求转变与旅游目的地市场竞争加剧的双重背景下,旅游目的地营销迎合时代转型升级的紧迫性愈加显现。虽然国内外旅游目的地营销及新媒体营销研究已趋成熟。但是在目前旅游目的地营销组织纷纷进行旅游直播营销尝试的背景下,旅游目的地旅游直播营销相关学术研究却严重滞后,基础概念尚不清晰,基础理论缺乏支撑。
Under the dual background of the change of tourism consumption demand and the intensified competition in the tourist destination market, the urgency of tourist destination marketing to cater to the transformation and upgrading of the times has become more apparent. Although domestic and international tourism destination marketing and new media marketing research has matured. However, under the background of current travel destination marketing organizations attempting marketing broadcast in succession, the academic research on tourism direct marketing of tourism destinations is seriously lagging behind. The basic concepts are not clear yet, and the basic theory lacks support.