河南区域旅游整合营销传播研究  

A Study on Regional Tourism Intergration Marketing for Henan

作　　者：邝金丽[1] 

机构地区：[1]武汉大学

出　　处：《华北水利水电学院学报（社会科学版）》2008年第3期53-56,共4页Journal of North China Institute of Water Conservancy and Hydroelectric Power(Social Sciences Edition)

基　　金：河南省政府决策研究招标课题(编号:B075);河南省科技厅软科学研究计划项目(编号:072400450110)

摘　　要：区域旅游整合营销传播对于提高区域旅游业的知名度、扩大美誉度具有十分重要的意义。在分析河南区域旅游整合营销传播环境的基础上,构建了河南区域旅游整合营销传播系统,并提出形象广告传播、公共关系传播、数字化传播、空间传播和旅游节事传播等区域旅游整合营销传播策略。Integrated marketing communication of Tourism Recourse＇ reorganization is the main approach for opening up regional tourism resources and spreading tourism market. It is in favor of improving the popularity and reputation of regional tourism. The paper puts up the system of integrated marketing communication of tourism recourse, reorganization basing on analyzing Integrated Marketing Communication of Tourism Recourse＇ Henan. What＇ s more,it puts forward integration marketing strategies including visualize ad commonality relation,digital,interspaces and tourism feast spread.

关 键 词：河南 区域旅游 整合营销传播 

分 类 号：F592.7[经济管理—旅游管理]