摘要
随着旅游业的蓬勃发展,旅游市场营销活动日益繁荣,一些旅游企业深受经济利益的诱惑,在从事旅游市场营销活动的过程中,出现了越来越多的不良旅游营销行为,如虚假广告、恶性价格战、低俗营销、浮华营销等,并由此引发了一系列的社会伦理问题.文章从旅游产品、价格、分销及促销4个方面解析不良旅游营销行为的具体表现,从内外两方面剖析了不良旅游营销行为产生的原因;并在此基础上探索性地提出了不良旅游营销行为的矫正措施,旨在促进旅游业健康、和谐、稳定发展.
With the vigorous development of tourism,the tourism marketing activities are becoming more and more prosperous. Some travel companies are deeply tempted by economic interests. And in the process of tourism marketing activities,there are more and more worse tourism marketing behaviors,such as false advertisement,vicious price war,vulgar marketing,flashy marketing,etc. And all these bad behaviors lead to a series of social ethical issues. This article analyzes the specific performance of bad tourism marketing behaviors from four aspects： tourism products,price,distribution and promotion. This paper also analyzes the causes of bad tourism marketing behavior from both inside and outside. On the basis of this,the author puts forward the corrective measures of bad tourism marketing behaviors,aiming to promote the healthy,harmonious and stable development of tourism.
出处
《湖北文理学院学报》
2018年第2期73-77,共5页
Journal of Hubei University of Arts and Science
基金
国家旅游局重点项目(16TAAK001)
关键词
旅游业
旅游营销
营销行为
tourism
tourism ma rke t ing
marketing behavior
