| 基于目标市场的旅游目的地定位模式研究 |
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| 引用本文： | 高静,章勇刚.基于目标市场的旅游目的地定位模式研究[J].桂林旅游高等专科学校学报,2009(3):433-438. |
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| 作者姓名： | 高静 章勇刚 |
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| 作者单位： | 浙江教育学院国际工商管理学院;浙江旅游职业学院酒店管理系; |
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| 摘 要： | 定位是旅游目的地营销的重中之重。分析了国内旅游目的地定位的研究及实践现状，针对其中的问题提出如下观点：旅游目的地定位必须首先基于目标市场，其次才是基于目的地特质。在此基础上构建了基于目标市场的旅游目的地定位模式，并以香港为例，探讨了基于目标市场的旅游目的地定位的实施过程。
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| 关 键 词： | 目标市场 旅游目的地定位 旅游目的地营销 |
Study on Tourism Destination Positioning Pattern Based on Destinations' Target Market |
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| GAO Jing,ZHANG Yong-gang.Study on Tourism Destination Positioning Pattern Based on Destinations' Target Market[J].Journal of Guilin Institute of Tourism,2009(3):433-438. |
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| Authors: | GAO Jing ZHANG Yong-gang |
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| Institution: | 1.International Business Administrator College;Zhejiang Education Institute;Hangzhou;310012;China;2.Department of Hotel Management;Tourism College of Zhejiang;310000;China |
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| Abstract: | Positioning is the most important element of tourism destination marketing.This paper analyzes the current conditions of the research and practice in domestic tourism destination positioning.There are lots of problems existing both in the research and practice of tourism destination positioning.For example,most destinations position themselves mainly based on local tourism resources and seldom consider the needs and wants of the target markets,which results in the similarity of their positioning statements.... |
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| Keywords: | target market tourism destination positioning tourism destination marketing |
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