论旅游规划中的营销概念设计——基于汶川地震震中映秀镇的案例  

Discussion on the Marketing Concept Design in Tourism Plan——Based on the Case of Wenchuan Earthquake Epicenter Yingxiu Town

作　　者：刘世明[1] 李蔚[1] 尚玮[1] 

机构地区：[1]四川大学工商管理学院,四川成都610065

出　　处：《海南大学学报（人文社会科学版）》2009年第4期429-433,共5页Journal of Hainan University （Humanities & Social Sciences）

摘　　要：将旅游和市场营销结合是旅游学理论和实践探讨的方向之一。旅游规划是旅游开发的前期工作,是旅游产品的设计阶段。论题结合市场营销学理论,探析了旅游规划中的营销概念问题,建立了旅游营销概念设计的一般逻辑结构图。结合汶川映秀镇旅游规划的实践,实证了映秀镇在灾后重建过程中的旅游营销概念问题。Combining tourism and marketing is a trend for the study of tourism research and practice. Tourism plan is the preliminary work for tourism exploitation and the design stage for tourism products. Based on marketing theory, this paper discusses the marketing concept in tourism plan and tries to set up a general logical structure model for tourism marketing concept design. With the practice of tourism plan in Yinxiu, Wenchuan, this paper demonstrates the application of tourism marketing concept design in the reconstruction of Yinxiu after the disaster.

关 键 词：旅游规划 营销概念 地震 灾害遗址地 

分 类 号：F590.1[经济管理—旅游管理]