山东“仙境海岸”旅游目的地营销系统构建研究

发布时间：2018-02-14 08:02

本文关键词： 旅游目的地营销系统仙境海岸　出处：《山东大学》2017年硕士论文　论文类型：学位论文

【摘要】：旅游目的地营销系统(Destination Marketing System,简称DMS)是在一定的区域内,以旅游者需求为核心,应用互联网技术和大数据分析,整合目的地旅游资源,协调政府部门、旅游企业、媒体等多方主体关系,以信息服务和电子商务为主要营销活动,提供旅游者独特的旅游期望解决方案,尽可能满足旅游者需求,树立旅游目的地品牌形象,获得企业利润最大化的区域网络旅游服务的硬件和软件系统总和。其主要功能:一是为旅游管理机构提供电子政务平台和营销平台,进一步开拓市场,打造目的地品牌,树立目的地形象,促进当地旅游产业的提质增效；二是为旅游者提供方便、快捷、满意的网络信息服务和在线购买服务；三是为目的地旅游企业提供便利、安全、低成本、高效率的营销平台和交易平台,实现企业间互惠互利的整合营销；四是为网络媒体宣传提供新闻汇集和传播平台,实现信息的权威发布、动态更新、互动交流。本文运用营销学、电子商务、信息技术等相关经典理论和应用技术,采用多种研究方法,梳理了国外、国内有关理论研究的成果,阐述了研究运用的相关理论基础;通过对31个省级旅游目的地营销系统网站(旅游资讯网、旅游政务网)的评价,从系统建设和系统结构的角度,对“好客山东网”进行结构、内容、功能的深入分析,重点剖析模块设计的思路,归纳旅游目的地营销系统的优势,提出基于四种主要用户群体需求的系统结构,丰富了旅游目的地营销系统理论研究。通过对“仙境海岸”旅游目的地的实地调查和访谈,分析目的地的市场竞争优势、劣势、机会和威胁,借助“百度指数”工具,分析了近四年来国内互联网用户搜索目的地相关旅游关键词的数据,从中发现旅游者对“仙境海岸”旅游目的地的市场需求。经过需求调研、市场分析、规划设计、系统建设和运营管理等五个阶段,针对市场需求和目的地实际情况进行系统的设计和构建。
[Abstract]:Tourism destination Marketing system (DMSs) is to integrate destination tourism resources, coordinate government departments and tourism enterprises in a certain area, take tourist demand as the core, apply Internet technology and big data analysis. Media and other multi-subject relations, with information services and e-commerce as the main marketing activities, to provide tourists with unique tourism expectations solution, as far as possible to meet the needs of tourists, set up a tourism destination brand image, The main functions of this system are as follows: one is to provide e-government platform and marketing platform for tourism management organizations, to further develop the market, and to create destination brand. To establish the image of the destination, to promote the quality and efficiency of the local tourism industry; second, to provide convenient, fast and satisfactory online information services and online purchasing services for tourists; and third, to provide convenience, security and low cost for the destination tourism enterprises. Efficient marketing platform and trading platform to realize the integration marketing of mutual benefit among enterprises; fourth, to provide a news gathering and dissemination platform for network media propaganda, to realize the authoritative release and dynamic updating of information. Interactive communication. This paper uses the relevant classical theories and application technology, such as marketing, electronic commerce, information technology and so on, adopts various research methods, combs the foreign and domestic related theoretical research achievements, and expounds the relevant theoretical basis of the research and application. Through the evaluation of 31 provincial tourism destination marketing system websites (tourism information network, tourism government affairs network), this paper analyzes the structure, content and function of "Shandong network of hospitality" from the point of view of system construction and system structure. This paper mainly analyzes the thinking of module design, summarizes the advantages of tourism destination marketing system, and puts forward the system structure based on the needs of four main user groups. It enriches the theoretical research of tourism destination marketing system. Through the field investigation and interview of "Wonderland Coast" tourist destination, the paper analyzes the market competitive advantage, disadvantage, opportunity and threat of destination, with the help of "Baidu Index" tool. This paper analyzes the data of domestic Internet users searching for destination related tourist keywords in the past four years, and finds out the market demand of tourists for "Wonderland Coast" tourist destination. Through demand investigation, market analysis, planning and design, The five stages of system construction and operation management are designed and constructed according to the market demand and the actual situation of the destination.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F592.7

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