旅游目的地网络整合营销传播研究
发布时间：2019-04-19 23:22
【摘要】：随着营销理论在旅游活动中应用，旅游目的地在以前单纯意义上的地域概念的基础上，又被赋予了空间单元上的经济概念，整个旅游目的地成为一个营销主体。在21世纪世界经济的一体化的时代，信息技术正在影响着旅游业的发展，，信息化是旅游业发展的必然趋势。电子商务是现代服务业的重要载体和表现形式，以其低成本、信息传递高效性、支付电子化、覆盖面广等特点与现代旅游业有机契合。旅游电子商务的研究正在不断升温。 目前，国内一些旅游目的地已将整合营销传播理念应用于实践，但旅游目的地层面的网络整合营销传播研究还未得到重视，制约了网络整合营销传播理论和方法在旅游目的地营销实践中的应用。 本文采用了文献分析法、总结归纳法、案例分析法、跨学科研究等方法，在综合分析国内外网络整合营销及旅游目的地网络营销的研究成果基础上，结合我国的具体实践情况，构建AISAS模式主导下的旅游目的地网络整合营销传播模型。 本文期待通过此模型的构建，对旅游目的地网络营销理论体系补充和完善，并对我国旅游目的地网络整合营销传播提供实践指导意义。
[Abstract]:With the application of marketing theory in tourism activities, the tourism destination has been endowed with the concept of economy in the space unit on the basis of the regional concept in the former simple sense, and the whole tourist destination has become a marketing subject. In the era of the integration of the world economy in the 21st century, information technology is affecting the development of tourism. Information technology is the inevitable trend of the development of tourism. E-commerce is an important carrier and form of modern service industry. It fits with the modern tourism industry with its low cost, high efficiency of information transmission, electronic payment, wide coverage and so on. The study of tourism e-commerce is heating up. At present, some domestic tourist destinations have applied the concept of integrated marketing communication to practice, but the research of network integrated marketing communication has not been paid attention to at the level of tourist destination. It restricts the application of network integrated marketing communication theory and method in tourism destination marketing practice. This paper adopts the methods of literature analysis, summary induction, case analysis, cross-disciplinary research, etc., on the basis of comprehensive analysis of the domestic and foreign network integrated marketing and tourism destination network marketing research results, combined with the specific practice of our country, Construct the tourism destination network integrated marketing communication model under the guidance of AISAS mode. Through the construction of this model, this paper looks forward to supplement and perfect the theoretical system of tourism destination network marketing, and to provide practical guidance significance for China's tourism destination network integrated marketing communication.
【学位授予单位】：首都经济贸易大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F592;F274
本文编号：2461386
[Abstract]:With the application of marketing theory in tourism activities, the tourism destination has been endowed with the concept of economy in the space unit on the basis of the regional concept in the former simple sense, and the whole tourist destination has become a marketing subject. In the era of the integration of the world economy in the 21st century, information technology is affecting the development of tourism. Information technology is the inevitable trend of the development of tourism. E-commerce is an important carrier and form of modern service industry. It fits with the modern tourism industry with its low cost, high efficiency of information transmission, electronic payment, wide coverage and so on. The study of tourism e-commerce is heating up. At present, some domestic tourist destinations have applied the concept of integrated marketing communication to practice, but the research of network integrated marketing communication has not been paid attention to at the level of tourist destination. It restricts the application of network integrated marketing communication theory and method in tourism destination marketing practice. This paper adopts the methods of literature analysis, summary induction, case analysis, cross-disciplinary research, etc., on the basis of comprehensive analysis of the domestic and foreign network integrated marketing and tourism destination network marketing research results, combined with the specific practice of our country, Construct the tourism destination network integrated marketing communication model under the guidance of AISAS mode. Through the construction of this model, this paper looks forward to supplement and perfect the theoretical system of tourism destination network marketing, and to provide practical guidance significance for China's tourism destination network integrated marketing communication.
【学位授予单位】：首都经济贸易大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F592;F274
【引证文献】
相关博士学位论文 前2条
1 陈霁;新媒体背景下的中国旅游营销研究[D];中央民族大学;2011年
2 王九位;数字时代旅游目的地信息共享研究[D];武汉大学;2010年
本文编号：2461386
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