目的地营销绩效:现状及价值链模型  

Destination Marketing Performance: Current State and Value Chain Model

作　　者：妥艳媜 陈增祥[1] 白长虹[1] 

机构地区：[1]南开大学旅游与服务学院,天津300074

出　　处：《旅游学刊》2015年第1期13-21,共9页Tourism Tribune

基　　金：南开大学中央高校基本科研业务费专项"公司品牌对消费者产品组合评价的差异化影响研究"(NKZXB1441);国家旅游局规划项目"旅游目的地营销绩效的测量及实证检验"(12TAAG008)共同资助~~

摘　　要：如何对日益增多的目的地营销投入进行科学的绩效评估成为学界与业界共同关注的问题。囿于国内学者尚未对该问题给予足够重视,文章首先论述了目的地营销绩效的内涵及其实施意义,并在对国内外相关研究进行文献梳理的基础上归纳出当前该领域4个主要研究方向,分别是目的地具体营销活动的绩效评估研究、营销效率研究、营销审计研究以及营销绩效评估体系构建研究。在此基础上,借鉴营销价值链思想,构建了目的地营销价值链模型,并从4个方面(分别是目的地的营销主体及其营销活动、绩效生成机制、绩效指标以及模型调节因素)对该模型进行了详细论述。Continuous investment in marketing is an effective guarantee of a destination＇ s competitiveness. There is a common understanding that the more Destination Management Organizations （DMOs） invest in marketing activities, the more they will receive high returns. However, the following questions have received little attention： what is the appropriate rate of return for these investments？ Is there any space for improvement in the quality of marketing？ The answers to these questions could be found in the evaluation of marketing performance. This evaluation should include systematic performance assessments and audits of marketing activities, benchmarked against reasonable performance targets. Previous research has helped us identify four main research directions in studies of destination marketing performance. These include performance evaluations, marketing efficiency evaluations, marketing audits, and marketing performance metrics. Most of these methods focus on the performance evaluation of a specific marketing activity, such as an assessment of the effectiveness of destination image advertising. In contrast, there has been less research on marketing efficiency until recently. Existing research on marketing efficiency analyzes the links between inputs and outputs with regard to marketing activities, and the level of return comparing to the funds invested. A marketing audit is a systematic, independent, and regular examination of the marketing environment in relation to the objectives, strategies and activities of an organization. Research on marketing performance metrics is based on the development of specific targets to measure a destination＇ s performance. Based on the value chain theory of marketing, this paper constructs a destination marketing value chain model. This model describes the basic processes of destination marketing： appealing to tourists, decisions on which marketing technique to use; which in turn affect tourist feelings, including their brand perception and level of satisfaction.

关 键 词：目的地营销绩效 目的地营销价值链 绩效指标 

分 类 号：F274[经济管理—企业管理]