区域旅游市场体系分析与模式探析

在区域旅游规划中,人们根据实际需要进行了大量的旅游市场营销的调研、分析、预测与营销推广工作,但尚未形成一个较科学的知识结构和框架体系,笔者借助参加吉林省和常州市旅游规划的条件,对旅游市场体系的分析与规划进行了程序性和模式化探析。旅游市场体系模式包括市场的表层和里层:表层研究指已有市场状态的调查、分析和预测,它是决定旅游资源开发的走向和规模的基础数据;里层研究指旅游形象设计和目的地整体营销,它是在市场基础上根据区域的地方性和客源市场的潜在特征,设计旅游区形象,并进行有目的的整体营销推广,以达到更多旅游者前往的目的。文章的研究旨在能为区域旅游市场营销规划的制定提供理论和技术参考。

STUDY ON REGIONAL TOURISM MARKETING-SYSTEM ANALYSIS MODEL

The regional tourism marketing-system analysis includes five elements that are market survey, market analysis, mar-ket prediction, destination image and destination marketing. There is not a standardized analysis method or program to deal withthe five dements. This paper put forward a analysis mode of regional tourism marketing-system that composed of two parts, theouter study and the inner ones. The outer study focuses on the market survey, market analysis and market prediction. The innerstudy pays more attention to analysis of destination image and destination marketing. This thesis wants to establish a principle ofthe regional tourism marketing-system analysis that plays an important role in destination marketing of regional tourism plan-ning.