市外旅行商行为与重庆旅游地营销匹配度探讨——基于网络调查视角

旅行商是连接旅游者和旅游地的桥梁。虽然旅行商与旅游地之间形成密不可分的利益关系,但在现实的旅行商和旅游地关系中,却存在较多的问题:个别大型旅行商"绑架"要挟旅游地,旅游地营销战略与旅行商推荐线路性质不匹配等。以压力-状态-响应理论和刺激-反映理论为指导,选取2010年和2011年国家旅游局发布的100强上榜旅行商中的重庆旅游地以外的60家旅行商为样本,通过网络调查方法,获取其推介的重庆旅游线路的相关情况,并加以分析整理,再结合重庆市旅游营销的具体实践,探求二者之间的匹配响应关系,得出市外旅行商和重庆旅游地营销之间存在匹配响应较低的结论,其结果是大大降低重庆旅游营销效果。最后,文章给出旅游地和旅行商之间匹配关系调整的一些对策,以期对重庆旅游营销有所裨益。

The Discussion of Matching Degree between Chongqing Tourism Marketing and Foreign Travel Business Based on Network Survey

Traveling salesman is a bridge between tourists and tourism destination. Although the interest relationship between traveling salesman and tourism destination is inseparable,in reality there are many problems between them. Some large scale tray cling salesmen ＂kidnap＂ and ＂threaten＂ tourism destination,while the marketing strategy and the line properties which traveling salesmen recommend do not match. Guided by the pressuve-state-response theory and the stimulus-reflect theory, the paper se lected 60 foreign traveling salesmen （out of 100 list ones in 2010 and 2011）, got some information about Chongqing tourism through the network survey method, and then analyzed the result. Combined with Chongqing tourism marketing, the paper drew a conclusion that the matching degree between Chongqing tourism marketing and foreign travel business is relatively low. Finally, some countermeasures on how to improve them were given to the benefit of Chongqing tourism marketing.