深圳旅游目的地营销系统（DMS）绩效评价及对策研究

作为信息时代的产物,旅游目的地营销系统（DM S）已经成为目的地营销的主要手段,其营销绩效直接影响着目的地的整体营销效果,因此,对其进行科学、准确的评价具有重要的现实意义。目前国内外相关研究极少,亟待开创性的探索。尝试建立了适合我国DM S发展现状的绩效评价指标体系,并运用综合评价和模糊数学的相关理论构建了多层次模糊综合评价模型,在此基础上,对深圳旅游目的地营销系统营销绩效进行了定量评价。研究结果表明,影响深圳DM S营销绩效的最直接因素是目的地旅游形象的美誉度,而最敏感因素是目的地旅游收入增长率和接待人次增长率。最后,以评价结果为依据,对深圳DM S的运营给出了系列针对性建议。

Study on Marketing Performance Assessment and Countermeasures of Shenzhen Destination Marketing System

As a product of the information age,Destination Marketing System has become the main force of the destination marketing,and its marketing performance affects the overall marketing results of destination directly.Then to carry out a scientific and accurate assessment of marketing performance of DMS has the important practical significance.While,at present,the study on the aspect both international and national is few,especially in China,there＇s nearly no progress being made,innovative exploration desiderated.This article establishes creatively an integrated set of index system,matched to developments of DMS in China,for marketing performance assessment for DMS,and establishes a multi-level fuzzy comprehensive evaluation model with the use of comprehensive evaluation and fuzzy mathematics theory.On this basis,the article summarizes the quantitative analysis and evaluation of the marketing performance based on Shenzhen DMS,and turns out that the fine reputation of tourism destination image is the most direct factor influencing marketing performance of Shenzhen DMS,while the growth rates of tourism revenues and persontime of environmental capacity are the most sensitive factors,then gives a series of pertinence recommendations.