摘要
整合营销是旅游目的地取得竞争优势的关键手段,把握媒介融合背景下营销环境的变化有利于加速营销信息的传播。基于此,为提高株洲炎陵旅游目的地的知名度以及促进当地旅游业的持续发展,客观上要求旅游目的地整合各种旅游资源和市场信息。在对株洲炎陵旅游整合营销SWOT分析的基础上,提出当地旅游整合营销的具体运用,包括品牌形象整合、旅游产品整合、营销主体整合等,并从产品体系、定价策略、营销渠道以及宣传形式四个方面,构建株洲炎陵旅游目的地整合营销模式。
Integrated marketing is a key means for tourism destinations to gain competitive advantage,and grasping the changes in the marketing environment in the context of media convergence will help accelerate the dissemination of marketing information.Based on this,in order to improve the popularity of Yanling’s tourist destinations and promote the sustainable development of the local tourism industry,it is objectively required that tourism destinations integrate various tourism resources and market information.Based on the SWOT analysis of tourism in Yanling,this paper proposes the specific application of local tourism integrated marketing,including brand image integration,tourism product integration,marketing subject integration,etc.,and from such four aspects as product system,pricing strategy,marketing channels,and publicity forms,an integrated marketing model should be built for the development of Yanling’s tourist destinations.
作者
周欢
刘嘉
罗爱丽
李慧
ZHOU Huan;LIU Jia;LUO Aili;LI Hui(King Queen Research and Travel Institute,Hunan University of Technology,Zhuzhou Hunan 412007,China;College of Business,Hunan University of Technology,Zhuzhou Hunan 412007,China)
出处
《湖南工业大学学报（社会科学版）》
2021年第3期54-60,共7页
Journal of Hunan University of Technology(Social Science Edition)
基金
湖南工业大学校级大学生研究性学习和创新性实验计划项目“媒介融合背景下旅游目的地整合营销模式与创新研究”(011822)。
关键词
媒介融合
株洲炎陵
旅游目的地
整合营销
medium integration
Yanling County of Zhuzhou City
tourist destination
integrated marketing
