摘要
随着旅游需求向高级化与差异化方向的转变,以广告为主要形式、以大众媒体为主要依托的传统单向旅游传播模式,在面对快速变化的市场环境时,已经不能很好地适应新兴电子媒体所唤起的消费需求格局,旅游整合营销传播理论因此而萌芽并不断发展。由整合营销传播理论的内涵出发,阐述其特征与范畴,指出传统旅游营销传播的缺陷,探讨整合营销传播理论在旅游业的应用,初步构建旅游整合营销传播理论体系构架,以适应旅游业发展特点和旅游需求演进趋势的共同要求。
Facing the change of tourist need the change toward munication ,which take the advertisement as representation and the rapid change of the market environment and the continuous Integrated Marketing Communication（TIMC） comes into being high class and diversity, traditional marketing com- depend on public medium, have already not adapted appearance of the new electronics medium, Tourism and develops continuously under this kind of back- ground. From the integrated marketing communication theory, points out its essence and connotation, analyzes the traditional difficulties and deficiency of tourism marketing communication and the integration between the Integrated Marketing Communication theory and the tourism industry, constructs the TIMC theory system frame which has tourism character and adapts the change of demand for tourism.
出处
《漯河职业技术学院学报》
2012年第4期97-99,共3页
Journal of Luohe Vocational Technical College
关键词
整合营销传播
旅游营销
理论体系
Integrated Marketing Communication
Tourism Marketing
Theory system frame
