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营销是当代市场经济当中企业实现利益所必备的手段。对于以服务为内容的旅游业而言,如何做好市场调查,并开展合理的营销手段,是保障旅游目的地游客数量,增加旅游目的地收入的重要问题。并且营销形式正向着整合营销与品牌化战略发展。全球化时代的一个特点是时空距离的缩减,跨地域信息与资源传播成为可能。全球化趋势的加快,人们在出行方面更加便捷,世界各地旅游景点均参与到全球市场竞争当中,传统的旅游营销已经不能满足旅游地或旅游企业盈利的目的,急切需要创新。以旅游地所在地区特点为内容,结合多种信息渠道开展旅游目的地营销,成为旅游产业竞争当中的新兴武器。
Marketing is an essential tool for enterprises to realize their benefits in the contemporary market economy. For the service-oriented tourism industry, how to do a good job in market research and carry out reasonable marketing measures is an important issue to ensure the number of tourists in tourist destinations and increase the income of tourist destinations. And marketing is moving towards integrated marketing and brand strategy development. One of the characteristics of the era of globalization is the reduction of the distance between time and space. It is possible to spread information and resources across geographical areas. Globalization accelerates and people travel more conveniently. Tourist attractions all over the world are participating in the global market competition. Traditional tourism marketing can no longer satisfy the profitability of tourist destinations or tourism enterprises and there is an urgent need of innovation. To the characteristics of the region where the tourist destination is located, combined with a variety of information channels to carry out tourism destination marketing, tourism industry has become the emerging arms competition.