当前,开展全域旅游工作成为全国各省、市及旅游主管部门发展地方旅游工作的重要任务,这一新的理念与模式以必然之势对传统的旅游产品营销产生巨大冲击。本文在全域旅游视角下,从旅游产品营销变革的必然性与可行性出发,提出营销理念变革及营销模式变革思路与办法,以期有助于全域旅游发展既定目标的达成。 At present, carrying out the work of global tourism has become an important task for the development of local tourism in all provinces, cities and tourism authorities in the country. This new concept and mode exert a tremendous impact on the marketing of traditional tourism products in an inevitable trend. Based on the necessity and feasibility of tourism product marketing reform, this paper proposes the ideas and approaches for the reform of marketing ideas and marketing modes in the view of global tourism, with a view to helping to reach the goal of tourism development in the whole world.