Testing the impact of a promotional video on destination image change: application of China as a tourism destination

This study empirically examines the potential effects of a promotional video on the image change of China as a travel destination. The analysis is based on an experimental study conducted among young, international short‐term employees in the USA. Despite positive changes in almost all the destination attributes as a result of watching the promotional video, the structure of the image constructs remains fairly stable, providing critical insights on the potential role of publicity campaigns in affecting destination images. Results of the study reveal that China's image consists of mixed and often contrasting representations, especially the polarity of modernisation and progress versus nature and history. It was found that the dominant factor affecting the respondents' behavioural intentions was the cultural and nature tourism dimension. Although other image dimensions exhibit influence as well, findings of this study suggest that perceived value should be a strategic focus in promoting China as a desirable travel destination, in addition to culture and nature tourism. This paper ends with conclusions and implications for both research on destination image and destination marketing in China. Copyright © 2009 John Wiley & Sons, Ltd.     

Evaluating the effectiveness of destination marketing organisations' websites: evidence from China

Despite the extensive use of the Internet as a marketing tool by Chinese destination marketing organisations (DMOs), few studies have been conducted to measure the effectiveness of Chinese DMOs' websites. This study attempted to fill the gap by constructing a conceptual website evaluation model consisting of five dimensions of information, communication, transaction, relationship and technical merit. The proposed framework was tested to evaluate the effectiveness of each of the dimensions of 31 Chinese Provincial Tourism Administrations' (PTAs) websites. The results indicated that overall, the PTAs in China were not using their websites effectively. Among the five dimensions, transaction and relationship dimensions were the weakest areas of Chinese PTAs' websites. Great variation exists in the website effectiveness among different provinces. Suggestions and implications were provided and discussed. Copyright © 2010 John Wiley & Sons, Ltd.     

基于农村居民消费升级的企业营销策略创新

由于收入增加、消费观念转变等因素,农村居民消费升级是企业必须正视的事实。一方面我国农村市场具有巨大的市场潜力,另一方面对企业对农场消费者的关注度还有待加强。企业的营销策略还不能很好满足农村居民消费者的需要。基于以上的事实,文章分析了在农村消费升级背景下,农村居民消费购买的新特征。基于这些新特征,在营销战略和营销策略层次提出具体的对策建议以帮助企业更好地制定营销组合。     

五年制高职市场营销专业课程体系构建探究

本文立足于培养目标和职业能力要求,对五年制高职营销专业待课程体系进行深入研究与开发,提出课程体系改革的目标,完成人才培养流程与课程体系的规划。     

北京生产性流通服务业辐射力研究

北京市生产性流通服务业分为运输业、仓储业、邮政业和批发业四种类型。近几年北京市流通服务业滞后于生产性服务业的总体发展。流通服务业的发展动力来源于市场需求、空间集聚及政府政策。北京流通服务业的发展重点为:一方面,对传统的流通服务业进行现代化的升级改造;另一方面要大力发展流通服务业中的高端部分。北京的流通服务业要立足北京,增强在环渤海地区、全国、甚至亚洲的辐射面和辐射力度。     

中职《市场营销策划》实践教学初探

本文针对市场营销策划实践教学存在的问题,探讨提高《市场营销策划》实践教学质量的改革,在课程实践教学中实施项目实践教学法,为新形势下中职学校如何以就业为导向、能力为本位,创新人才培养模式,为培养高素质营销人才提出了具体措施。     

恩施州特色农产品营销现状与策略研究

恩施州由于独特的地理环境和自然条件,有着丰富的特色农产品资源,但由于市场营销的滞后,恩施州特色农产品的发展面临诸如品质不高,名牌较少等问题。要解决这些问题,必须通过建立特色农产品品牌、创新营销渠道,利用绿色营销等新模式,以促进恩施州特色农产品的发展。     

基于企业服务营销过程的服务定价研究

随着企业竞争的加剧,企业的竞争优势不仅是产品研发、产品质量等有形保证,服务也成为衡量企业竞争力的重要杠杆。服务营销是指企业在充分认识满足消费者需求的前提下,为充分满足消费者需要在营销过程中所采取的一系列活动。在确定服务价格时,服务企业必须对影响服务定价的各种因素进行全面地把握。     

中小企业开展网络营销的思考

本文在分析网络营销内涵、优势及我国中小企业的网络营销现状的基础上,针对存在的问题,提出了解决问题的主要措施。     

广州旅游营销策略探讨

目前,各城市间的旅游竞争越来越激烈,在未来的旅游城市发展中,旅游营销越来越重要。就此,本文通过对广州旅游产业发展现状、旅游特色和营销策略的不足进行分析,提出了改进广州旅游营销的方法,促使广州城市旅游能够健康、稳定、可持续发展。