基于游客视角下旅游景区绿色营销模型探析  

Exploration of scenic spot' s green marketing model from tourists' perspective

作　　者：孙浩[1] 伍进[1] 唐小云[1] 黄华乾[1] 

机构地区：[1]桂林理工大学旅游学院,541004

出　　处：《旅游研究》2013年第1期90-94,共5页Tourism Research

摘　　要：绿色营销的提出深刻地影响着旅游业的发展。基于游客视角下旅游景区绿色营销模型的构建,强调在不破坏生态环境的前提下,通过调研收集游客需求,建立游客数据库,并在此基础上制定和实施绿色营销。在营销过程中采用三向沟通的方式,将游客、景区、生态环境反馈信息保存在数据库,并把这些反馈信息作为下次策略制定、实施的参考。通过如此反复循环的过程,实现三者的协调、可持续发展。Green marketing profoundly affects the development of tourism. The construction of scenic spot＇ s green market- ing model from tourists＇ perspective establishes the tourists database by the analysis of their needs, draws up and carries out the green marketing on the basis of ecological environment. In this process, we strengthen the communication, and save the feedback information about tourist, scenic spot and ecological environment. These feedbacks can be used as the reference for the next. Re- cycling the process can help to realize the coordinated and sustainable development of tourists, scenic spot and ecological environment.

关 键 词：游客视角 旅游景区 绿色营销模型 

分 类 号：F590[经济管理—旅游管理]