金融危机背景下政府旅营销研究

面对金融危机给旅游业带来的不利局面,各地政府纷纷出台措施提振旅游业。短时间内,各地以"旅游券"为载体、以降价促销为主要手段的政府旅游营销迅速缓解了旅游业所面临的巨大压力,起到了立竿见影的效果;长远来看,各地政府在应对危机中所采取的旅游营销举措也暴露出一些系统性缺陷。本文根据无锡调研数据,研究国民休闲旅游与目的地营销因素间的关系,分析发现:价格因素只是旅游者进行旅游决策时考虑的因素之一,降价促销只有与广告宣传、节事活动、目的地形象口碑、服务体验质量等因素相结合才能更好的发挥作用。本文根据旅游者人口统计和营销响应特征对目的地休闲旅游市场进行细分,并在此基础上系统提出当前目的地政府旅游营销策略。

A Study on Tourism Marketing by the Government under the Backdrop of Financial Crisis

In the face of unfavorable situation of tourism industry resulting from financial crisis,governments in different parts of the country have adopted measures to vitalize tourism industry.The issuance of "travel vouchers" and price-reducing promotion have rapidly alleviated the great pressure the tourism industry is confronting and achieved instant effects in short-term period.But in the long run,these tourism promotions will reveal some systematic defects.The paper,in accordance with the survey data in Wuxi,...