| 连带外部效应视角下旅游营销策略研究 |
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| 引用本文： | 刘建平,李月芬.连带外部效应视角下旅游营销策略研究[J].湖南财经高等专科学校学报,2011,27(3):90-93. |
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| 作者姓名： | 刘建平 李月芬 |
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| 作者单位： | 湘潭大学旅游管理学院,湖南湘潭,411105 |
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| 基金项目： | 湖南省软科学项目"红色文化遗产可持续发展研究"(项目 |
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| 摘 要： | 连带外部效应是旅游产品消费中普遍存在的一种现象,包括旅游攀比效应和旅游虚荣效应,而且旅游产品不同的生命周期阶段所体现的连带外部效应也不同。旅游营销者需要提高旅游连带外部效应意识、积极采用刺激攀比效应、完善虚荣效应、灵活调整价格、注重旅游传播等营销策略。
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| 关 键 词： | 连带外部效应 旅游 营销策略 |
Study on Tourism Marketing Strategies from the Perspective of Network Externality |
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| LIU Jian-ping,LI Yue-fen.Study on Tourism Marketing Strategies from the Perspective of Network Externality[J].Journal of Hunan Financial and Economic College,2011,27(3):90-93. |
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| Authors: | LIU Jian-ping LI Yue-fen |
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| Institution: | (Department of Tourism,Xiangtan University,Xiangtan Hunan 411105) |
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| Abstract: | Network externality is a common phenomenon in tourism consumption,including tourism bandwagon effect and tourism snob effect,and it will be different during different tourism product life cycle.Tourism marketing workers should enhance awareness of tourism network externality,adopt these strategies positively stimulate tourism bandwagon effect,consummate tourism snob effect,revise price flexibly,focus on communication and so on. |
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| Keywords: | network externality tourism marketing strategy |
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