可替代性旅游在会奖旅游市场开发中的运用研究

可替代性旅游是一种比大众旅游更有道德感、更有可持续性的旅游形式。会奖旅游与社会责任和企业文化紧密相关,如果产品开发过程中缺乏创新性思维,会奖旅游通常具有的团体性特点极易导致旅游产品设计蹈入大众旅游的覆辙。在会奖旅游市场开发中应充分研究分析会奖旅游主体人群的特点及需求,开发可替代性旅游产品。旅游业者需提高旅游的生态意识,推广可替代性旅游概念,引导旅游者在保护生态环境的前提下,追求独特的生态感受,使会奖旅游市场开发与产品营销进入一个更高层次,更具吸引力和竞争力的良性循环中。

The Research on the Alternative Tourism in the Market Development of Incentive Tourism

Alternative tourism is more concernable and sustainable than mass tourism. Incentive tourism is closely connected to the social responsibility and company philosophy. Thus, if the design of incentive tourism lacks creativeness, it will step into the old ways of mass tourism. Alternative tourism should be developed under the fully consideration of the needs and characteristics of the travel group （including sponsors and participants）. As a professional in tourism industry, we must enhance the awareness of environmental protection and popularize the alternative tourism, achieve a unique feeling while protecting the environment. All can promote the incentive tourism into a higher level and a competitive circulation.