政府旅游促销效果评价指标体系探析  

AN ANALYSIS OF INDEX SYSTEM OF GOVERNMENTAL TOURISM PROMOTION EVALUATION

作　　者：张大鹏[1] 

机构地区：[1]湖北师范学院旅游系,湖北黄石435002

出　　处：《西南石油大学学报（社会科学版）》2009年第4期82-87,共6页Journal of Southwest Petroleum University(Social Sciences Edition)

摘　　要：针对各地政府旅游促销愈演愈烈、效果却千差万别的实际,研究认为:衡量旅游促销效果应遵循整体性原则、重点性原则、层次性原则、独立性原则,既要注重经济效果,又要注重社会效果,还要注重心理效果。采用专家打分法进行了政府旅游促销效果评价指标的筛选,并结合筛选结果和专家意见对评价指标体系做了修正,选出了"单位旅客促销费用"等13个评价指标,为科学全面建立政府旅游促销效果评价体系进行了有益的探索。By analyzing the diverse effects of China's local governments' endeavors to promote local tourism,this paper suggests that measurement of tourism promotion effects should focus on integrity,uniqueness with outstanding characteristics and hierarchies,with emphasis on both economic effects and social and psychological effects.The index system of evaluation is modified after experts' grading and 13 evaluation indicators are suggested for establishing a more scientific evaluation system of governments' tourism promotion efforts.

关 键 词：政府旅游促销 效果评价 指标体系 

分 类 号：F590[经济管理—旅游管理]