基于品牌理论的旅游目的地整合营销传播模式构建

发布时间：2018-02-14 20:24

本文关键词： 整合营销传播旅游目的地营销传播旅游目的地整合营销传播　出处：《南开大学》2009年硕士论文　论文类型：学位论文

【摘要】： 随着旅游目的地之间竞争的日趋激烈,市场营销已成为目的地获取竞争优势的重要途径。作为目的地营销工作的一项重要内容,目的地营销传播却处于效率低下、环境不断恶化的境况。立足于旅游目的地营销传播当前所面临的局面,探索适应环境变化的目的地营销传播规律对于目的地在市场营销中制胜、提升自身竞争力具有非常重要的意义。本研究在对旅游目的地当前所处营销传播环境进行系统分析的基础上,引入整合营销传播理论,结合旅游目的地营销传播的实际特点,探讨旅游目的地整合营销传播的概念。基于目的地品牌理论,构建适应于当前旅游市场竞争和营销传播环境的旅游目的地整合营销传播模式,旨在为人们有意识地利用整合营销传播实施高效的目的地品牌营销传播提供理论参考。首先,本文针对相关概念认识存在误区、基本概念界定缺失等不足,通过对国内外现有主要相关文献的系统整理和分析,在对整合营销传播概念进行澄清的基础上,结合旅游目的地营销传播的实际特点,对旅游目的地整合营销传播概念进行了界定。其次,针对旅游目的地营销传播现行模式及其存在的问题,以旅游目的地整合营销传播理论和旅游目的地品牌理论为主要理论依据,构建基于品牌理论的旅游目的地整合营销传播模式。该模式旨在以整合的理念对旅游目的地营销传播资源的配置方式进行全新阐释,阐明旅游目的地整合营销传播的运作过程。最后,以天津市为例,对本文所构建的旅游目的地整合营销传播模式进行案例分析,针对天津市成功实施整合营销传播所面临的主要障碍,提出对应的策略建议。
[Abstract]:With the increasingly fierce competition among tourist destinations, marketing has become an important way for destinations to gain competitive advantage. As an important part of destination marketing, destination marketing communication is inefficient. Based on the current situation of tourism destination marketing communication, the paper explores the law of destination marketing communication that adapts to the change of environment. It is of great significance to enhance one's own competitiveness. Based on the systematic analysis of the current marketing communication environment of the tourism destination, this study introduces the integrated marketing communication theory and combines the actual characteristics of the tourism destination marketing communication. This paper discusses the concept of integrated marketing communication of tourism destination. Based on the theory of destination brand, this paper constructs a mode of integrated marketing communication of tourism destination, which is suitable for the competition of tourism market and the environment of marketing communication. The purpose is to provide a theoretical reference for people to use integrated marketing communication to implement efficient destination brand marketing communication. First of all, in view of the misunderstanding of related concepts and the lack of definition of basic concepts, this paper clarifies the concept of integrated marketing communication through the systematic arrangement and analysis of the existing main relevant literature at home and abroad. Combined with the actual characteristics of tourism destination marketing communication, the concept of tourism destination integrated marketing communication is defined. Secondly, aiming at the current mode of tourism destination marketing communication and its existing problems, the main theoretical basis is tourism destination integrated marketing communication theory and tourism destination brand theory. The purpose of this model is to explain the distribution of tourism destination marketing resources with the concept of integration, and to clarify the operational process of tourism destination integrated marketing communication. Finally, taking Tianjin as an example, this paper makes a case study on the integrated marketing communication mode of tourism destination, and puts forward the corresponding strategic suggestions in view of the main obstacles to the successful implementation of integrated marketing communication in Tianjin.
【学位授予单位】：南开大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F274;F590

【引证文献】