国民旅游需求刺激计划的绩效与评价体系研究  

Study of the performance assessment of national tourism demand stimulation program in China

作　　者：包亚芳[1] 白鸥[1] 薛群慧[1] 单雨菲[1] 杨疏[1] 

机构地区：[1]浙江林学院旅游与建康学院,311300

出　　处：《旅游研究》2010年第3期15-21,共7页Tourism Research

基　　金：浙江省旅游科学研究重点项目(2009LZ007)阶段性研究成果

摘　　要：国民旅游需求刺激计划不仅是金融危机背景下,我国政府拉动旅游消费,促进经济增长的方式之一。同时,也是政府旅游营销的重要组成部分。针对当前政府旅游营销绩效评价缺乏关注的现状,将平衡记分卡引入政府旅游营销绩效评价,建立了基于平衡记分卡的政府旅游需求刺激计划评估体系,并将其运用于2009浙江旅游消费券的绩效评估,研究结论为政府部门制定相关旅游营销策略提供参考意见。The national tourism demand stimulation program in China is taken as a way to expand tourism consumption as well as improve our national economy development.It also becomes an important destination marketing strategy by Chinese government.Being short of concerning about the performance assessment of destination marketing programs,the balanced scorecard is introduced and amended,a framework for measuring the performance of destination marketing programs is proposed,and the performance of 2009 tourism coupon campaign in Zhejiang then be measured hoping to provide valuable suggestions for our government.

关 键 词：旅游需求 绩效评估 旅游消费券 平衡记分卡 

分 类 号：F592[经济管理—旅游管理] F224[经济管理—产业经济]