合作视角下海滨度假旅游目的地营销研究——以山东省烟台市为例  

Study on Marketing of Coastal Resort Destination Insight to Cooperation——A Case on Yantai City,Shandong Province

作　　者：李玉新[1] 

机构地区：[1]山东工商学院工商管理学院,山东烟台264005

出　　处：《资源开发与市场》2009年第6期551-553,共3页Resource Development & Market

基　　金：国家自然科学基金项目(编号:70703012)

摘　　要：目的地营销的成功可带来政府与企业的"双赢"。以山东省烟台市为例,政府和度假区应共同构建目的地营销合作组织和科学的营销体系,制定营销战略规划与计划,共同完善目的地营销系统的功能,在促销方面相互配合,保证旅游产品和服务的质量及营销活动效果。Govemment and enterprises also benefited from successful destination marketing. Taking Yantai City for an example, it was constructing destination marketing cooperation structure and science marketing system that government and resorts all were involved. They should cooperate on marketing strategy and plan, perfecting destination marketing system, promotion, and engaging for quality of tourism product and serviees and marketing result, which could promote marketing of destination image and vacation product each other, and improved competitive forces of destination.

关 键 词：目的地营销 度假旅游 合作 

分 类 号：F592.3[经济管理—旅游管理]