论旅游目的地营销误区与新策略

旅游目的地之间竞争的日益加剧,使营销成为目的地在竞争中胜出的有力武器,旅游市场营销也随之从以企业为主体的营销模式转变到以目的地营销为主体的时代.本文在考察国内外旅游目的地营销研究和实践的基础上,结合国内旅游目的地实际,分析我国目的地营销中存在的几大误区,并讨论了旅游目的地营销的新策略.     

旅游目的地营销应注重发挥好三个"效应"

旅游目的地营销是一项复杂的系统工程.它是以旅游目的地区域为营销主体,代表区域内各种相关机构、所有旅游企业和全体从业人员,以一个旅游目的地的整体形象加入到旅游市场激烈的市场竞争中,并以不同方式和手段传播旅游信息,制造兴奋点,展示新形象,增强吸引力,引发消费者注意力和兴奋点的全过程.旅游目的地营销是否成功,最终取决于潜在的旅游者对旅游目的地的印象是否深刻.笔者认为,充分发挥好三个"效应",是旅游目的地营销获得成功的有效手段.     

目的地营销的重中之重——定位

近些年来,有关目的地营销的探讨越来越多地为人们所关注,因为人们从世界各地的大量案例中认识到,一个旅游目的地一旦步入衰退,由此所带来的问题会在整个目的地社会中蔓延,各类旅游企业都会因此而感受到压力.旅游目的地营销工作千头万绪,需要探讨或开展工作的层面很多,但如何去定位一个旅游目的地、如何通过制定有效的定位战略去实现其旅游发展的最大化增长,始终是目的地营销研究和营销工作的核心课题.     

国外旅游目的地营销研究综述

本文对国外旅游目的地营销研究进行综述.近10年来国外研究主要涉及旅游目的地形象、旅游目的地营销组织、旅游目的地促销、信息技术与目的地营销4大方面.文章在简要评述我国旅游目的地营销研究现状的基础上,结合国外研究情况,认为强化实证研究及定量分析、旅游目的地品牌及定位研究、旅游目的地营销组织、信息技术的促进作用和旅游目的地营销绩效评价应是我国近期旅游目的地营销研究的主要方向.     

旅游目的地营销绩效评价研究现状与展望

随着公共投资审查的日益严格和目的地竞争的加剧,对旅游目的地营销绩效进行评价已经成为实践发展的必然要求.但由于目的地信息的多源性以及旅游者决策过程的复杂性,营销绩效评价一直是目的地营销研究领域中最具挑战性的问题.文章在回顾国内外相关研究文献的基础上,从旅游目的地营销组织绩效评价和旅游目的地营销传播活动绩效评价两个方面对国内外的研究状况进行了归纳,并指出了未来研究的重点和方向,以期为国内理论研究和实践活动的开展提供参考.     

政府旅游公共营销的实现机制和路径选择——基于扎根理论的一个探索性研究

作为一种公共产品生产行为,政府旅游公共营销对国家旅游形象和旅游目的地宣传推广具有重要作用.加强政府对旅游目的地营销的科学引导,促进旅游公共营销绩效的提升已成为一个亟待解决的重大课题.应用扎根理论,通过对中国国家旅游局驻外旅游办事处年度工作报告的编码分析,探究政府旅游公共营销实现机制和路径选择的客观规律.研究发现,动因、市场调研能力、外部网络协同能力、环境政策干预这4个主范畴对政府旅游公共营销模式存在显著影响.动因是前置变量,市场调研能力和外部网络协同能力对政府旅游公共营销起部分中介作用,环境政策干预作为外部情境因素起调节作用,从而提炼得出“动因-情境-能力-路径选择”模型.文章为政府旅游公共营销研究提供了一个整合分析框架,对政府制定有效的管理政策、提高旅游公共营销绩效有现实意义,同时也给目的地旅游营销的理论研究提供了一个新的视角.     

对旅游目的地形象概念的两种理解

旅游目的地是旅游活动的承载空间,为旅游者提供了消费平台.旅游目的地的吸引力来自商业化的旅游服务、非商业化的原始景观和旅游目的地所拥有的独特氛围,其范畴远远超出了"整体旅游产品"的概念.然而,旅游目的地远离客源地,在旅游消费者看来是一个独立的区域,因此,如何吸引消费者的注意,在众多备选目的地中脱颖而出,增加目的地的旅游需求量,是旅游目的地营销活动的目标所在.一般来说,旅游目的地的营销组织是非营利机构,其营销工作的主要内容是宣传促销,目的在于在目标消费者的心目中建立有吸引力的目的地形象.     

旅游目的地的品牌营销

从旅游目的地品牌营销的竞争力内涵来看,旅游目的地品牌营销的竞争力应包含民族文化和地方文化双重内涵,只有具有民族特色、地方特色和文化特色的旅游目的地,才能使旅游目的地的品牌营销竞争力具有持久性和独特性.世界各国的旅游目的地以其独特的民族文化与地方文化,吸引着世界各地的旅游者.发达国家在发达的经济、整洁的环境、优美的景色等方面,都具有旅游目的地得天独厚的旅游目的地品牌营销条件.与法国的浪漫文化、意大利的典雅文化、美国的现代文化、日本的精美文化相比,中国悠久的历史文化与独特的民俗风情,是吸引越来越多的外国旅游者到中国旅游的主要原因.     

DMS,并非简单的"营销"二字!

自有旅游业和旅游学科以来,旅游营销就始终是旅游实践与理论研究的一个重要领域.当今的旅游营销,已经从早期的那种"旅游嫁接传统营销学观点"的泛泛研究走到了一个新的三叉路口:向下不断细化,开始转向研究微观层面的旅游消费者行为;向上则不断整合,尝试建立对区域的整体营销,即所谓旅游目的地营销(Destination Marketing System:DMS),DMS已经成为了时下一个热门话题!DMS作为旅游目的地全面吸引游客注意力的一个系统工程,它决非传统意义上的简单"营销"二字,正确有效地实施DMS需要从理念到执行全方位地反思传统的旅游营销:     

对旅游目的地可持续性发展的几点看法

随着我国旅游市场的迅速发展,旅游目的地产品开发与营销受到了越来越普遍的重视,新开发的旅游目的地不胜枚举,营销手段日益丰富,其中,影视媒体的积极介入获得了良好的效果,在旅游目的地营销中成功有效地发挥了重大的先导作用,形成了若干新的旅游热点地区.但在火热的旅游目的地旅游盛况中,旅游目的地产品开发、规划和营销中的不足也日益暴露出来,而经济利益的市场导向作用更在一定程度上加剧了各地旅游目的地产品开发中的急功近利行为,对旅游目的地的可持续性发展构成了现实和潜在的威胁.     

Best Practice Marketing for Regional Tourism Destinations

This article reports on destination marketing best practices from 21 regional destinations around Australia. The results advocate an integrative approach to destination marketing that aligns with destination management and development objectives. From this, a framework is developed, within which nine best practice principles are identified as essential to successful and sustainable marketing of regional destinations. The key initiatives used to achieve success are discussed in detail, highlighting the need for destination stakeholders to foster a cooperative and strategic approach and ensure consistent design and delivery of a destination brand and image which is supported by tactical advertising and promotional strategies, effective visitor information services, and events to support the destination brand and image to target appropriate visitor markets.     

Analyzing the Use of TV Miniseries for Korea Tourism Marketing

The number of Taiwanese visiting Korea hit a record high in 2004, accounting for a 65% increase over the previous year and taking the first place in destination of departure nationals. Tourism data from 1999 to 2005 also indicates that the total number of tourists visiting Korea has grown steadily. Korean TV miniseries have likely contributed to an increase in tourists visiting Korea. The phenomenon is worth studying in depth. Therefore, the study first classifies tourism induced by Korean TV miniseries. Then, it examines how South Korea executes place marketing to attract tourists and how Korean TV miniseries use product placement to attract tourists to film locations is discussed.     

Tourism in India: Policy pitfalls

Tourism destination marketing is now widely recognized as an essential component in the management of destinations. In harmony with the general marketing literature, which understands marketing as a management tool, some researchers understand destination marketing as a form of ‘market-oriented strategic planning’ and hence as a strategic approach to place development rather than a promotional tool. Based on the results of a case study of tourism destination marketing in the Nelson/Tasman Region, New Zealand, this article examines the suitability of tourism destination marketing as a tool and of Destination Marketing Organizations (DMO) as a vehicle for tourism destination management and development. A discussion of several difficulties in the implementation of tourism destination marketing in Nelson/Tasman Region leads to the conclusion that DMOs are unlikely to be able to claim too much responsibility for destination management but that they can play an important part in the management of the destination product.     

Gender Equity and Social Marketing: An Analysis of Tourism Advertisements

This study applies a social marketing approach to study the gender equity issue in tourism advertising. Using a geographic strata approach, vacation guides of destination marketing organizations from all the states in the United States are examined to investigate gender image representations. A total of 394 pictures are visually analyzed and coded using Goffman's framework on gender and media relations. Mixed results in terms of both blatant and subtle visual cues depicting relationships between men and women are reported. Thereafter, important implications for social marketing are drawn and a means-end quality-of-life framework is suggested.     

Using Twitter Data for Cruise Tourism Marketing and Research

The need to understand how social media affect the hospitality and tourism field has increased. This paper discusses and demonstrates social media analytics using Twitter data referring to cruise travel. This research also includes an in-depth analysis of tweets by three types of user groups: commercial, news/blogs, and private. The results show that not only were words related to travel, destination, industry, and emotion most frequently used in composing tweets, but celebrities, professional bloggers, cruise lines, and travel agencies actually led major subgroups on cruise topics on Twitter. Based on such findings, this study provides feasible marketing strategies.     

Malaysia's Tourism Development and Marketing

Abstract

Malaysia has proven itself as one of the most successful and fastest growing economies in Southeast Asia. Being one of the world's greatest undiscovered and unexplored countries, there exists a vast tourism development potential in Malaysia. The Malaysian government in recent years has placed unprecedented importance on the role of tourism in its economic development process. This article reviews recent developments in tourism development and marketing efforts in Malaysia.     

旅游口号创意模式的尺度差异研究

旅游口号是传递目的地形象的有效工具,是旅游营销策划的关键内容。文章拓展了旅游口号创意模式的分类视角。从文字长度、短语结构、地名信息和诉求倾向等4个角度对省区、城市和景区等3种目的地尺度的116个旅游口号展开统计分析,研究发现：（1）总体上,8字长度（主要是“4＋4”形式）的标型口号比重最高,而目的地尺度越小,越倾向于使用长型口号模式来进行创意设计;（2）无论哪种目的地尺度,绝大多数短语类型的旅游口号均属于“偏正词组＋偏正词组”的组合方式,在创意设计上具有显著的目的地修饰导向;（3）超过半数的旅游口号采取了地名涵盖型的创意模式。相对城市和景区而言,省区目的地对地名信息的涵盖最为普遍;（4）立足资源属性型诉求倾向的创意模式在3种目的地旅游口号中均占有相对优势,景区尺度尤为突出。     

Marketing Strategies for Last-Minute Travel and Tourism

Abstract

Travel and tourism arranged at the “last minute” has become a growing trend among consumers today. Responding to this trend, more and more travel/tourism firms are offering services catering to consumers seeking last-minute travel and tourism opportunities. Yet, clearly, not all last-minute travellers are alike. Variability in last-minute consumer characteristics such as motivations, lifestyles, and benefits sought suggests opportunities for astute marketers and revenue managers to collaborate in further segmenting the last-minute market and developing more effective marketing and revenue management strategies to potentially increase the firms' revenues, profitability, and customer satisfaction. Toward this end, this article evaluates and discusses marketing strategies, marketing mix elements, and segmentation approaches that may be most appropriate for more effective marketing and revenue management in the last-minute travel and tourism market.     

目的地感官营销:原理与工具

当前,越来越多的研究者开始利用感官营销理论开展目的地营销研究与实践。本文首先解释感官营销理论的原理,阐释具身认知理论为其提供的心理学基础和镜像神经元为其提供的生理学证据;其次,基于感官营销的独特原理,本文提出将"感官印象"作为目的地感官营销研究的测量工具,并与传统目的地营销研究中所使用的感知形象作对比,从生成过程中的心理机制角度论证两者之间的差别。