基于IPA的旅游目的地意象整合营销传播——两个江南水乡古镇的案例研究  

Tourism Destination Image Integrated Marketing Communications: A Composite IPA Research Based on Ancient Water Towns in the Southern Yangtze River Case

作　　者：周永博[1] 魏向东[1] 梁峰[1] 

机构地区：[1]苏州大学社会学院旅游管理系,江苏苏州215123

出　　处：《旅游学刊》2013年第9期53-60,共8页Tourism Tribune

基　　金：教育部人文社会科学研究基金一般项目(10YJCZH246);国家社会科学基金项目(12CJY087;11CMZ028);国家自然科学基金项目(41261029);苏州大学青年教师后期资助项目联合资助~~

摘　　要：随着新媒体的蓬勃发展,旅游目的地意象的传播、接收方式处于急速变革之中,为旅游目的地营销带来新的挑战。在旅游目的地营销中,大众媒体、营销机构、旅行商乃至旅游者共同参与旅游目的地意象信息的创造、接收、筛选、加工和传播。旅游目的地意象整合营销传播即通过一套完整的营销传播计划,协调各类旅游目的地意象信息来源,根据营销传媒特征和潜在旅游者信息偏好,通过各类媒介有针对性地投放旅游目的地意象信息,借助媒介与内容的双重整合,实现旅游目的地意象营销传播效率最大化。文章结合两个江南水乡古镇案例,基于大样本抽样调查,采用经改良的"重要性—绩效"复合分析(IPA)工具,探索旅游目的地意象整合营销传播的理论与方法,为江南水乡古镇旅游地意象整合营销传播提供策略建议。With the expansion of new types of media, the unique communication approach of the tourist destination image （TDI） has meant a rapid change in tourist destination marketing, which has created new challenges in this area. These changes have resulted in the mass media, marketing agencies, traveling salesman and even tourists participating in the positive creation, receiving, screening, processing and communication of TDI information. The integrated marketing communication （IMC） of TDI concerns the coordination of TDI information resources with a complete range of marketing communication programs. It also includes launching TDI information targeted at different media according to their characteristics and identifying potential tourists＇ preference for information to maximize the efficiency of TDI marketing communication. This is carried out using the dual integration of media and TDI information. This paper combines two cases of ancient water towns in the southern Yangtze River region （Zhouzhuang and Wuzhen） to determine two major attribute indicators of their TDI. This is done by means of induction from non- structuring to structuring, from qualitative analysis to quantitative analysis, and from opening to convergence. Based on a large sample questionnaire survey, it adopts the modified tool of compound importance-performance analysis （IPA） to search theories and methods of TDI-integrated IMC. This paper also offers feasible strategies and recommendations for this type of integration of the ancient water towns in the region using a sample datum of 9,635 participants. According to the survey, key points of the TDI-integrated IMC of the ancient water towns in the southern Yangtze River include： producing TV columns, periodicals, magazines and tourism websites to communicate the water towns＇ atmosphere and building landscapes; launching ads on radio stations and buses to communicate their recreational functions, festivals and holiday activities; making use of network media, including the inter

关 键 词：旅游目的地意象 江南水乡古镇 整合营销传播 IPA 

分 类 号：F592.7[经济管理—旅游管理]