旅游目的地“病毒式”网络营销策略研究

旅游目的地网络营销已经成为旅游市场营销的重要组成部分，“病毒”式网络营销为旅游目的地的宣传推广提供了新的营销模式，通过分析“病毒”式网络营销的案例，结合旅游市场营销状况，将“病毒”分成“烈性”和“柔性”两种类别，根据类别不同分析了各自推广的作用、方法和效果。提出了依托旅游目的地的旅游元素，制造出“病毒”的4种形式和应用策略，为旅游目的地的网络营销提供新的思路和渠道．

Research into Marketing a Tourist Destination by Way of the ＂Virus＂ Network Strategy

Network marketing of a toursit destination is an important part of general tourism marketing, network marketing via ＂virus＂ of which should be a new model of promoting a tourist destination. In this case, this paper aims at providing a new concept for network marketing of a tourist destination by creating four forms of ＂viruses＂ and the corresponding application strategies based on the elements of a tourist destination according to the functions, methods and effects of the two categories of viruses,i, e. ＂malicious viruses＂ and ＂benign viruses＂ through analysing the relevant cases and the status quo of tourist destination marketing.