反营销理论在旅游资源群环境承载力调控中的应用——以江南水乡古镇旅游资源群为例  

The Application of Demarketing Theory to Adjusting Environmental Carrying Capacity of Tourism Resources——A Case Study of Ancient Water Towns in Southern Yangtze River

作　　者：张晓帆[1] 谢芳[1] 

机构地区：[1]天津财经大学教务处,天津300222

出　　处：《哈尔滨学院学报》2016年第5期35-37,共3页Journal of Harbin University

摘　　要：文章从江南水乡古镇旅游资源群案例入手,分析不断攀升的客流对江南水乡旅游资源群的环境承载力所带来的影响,并提出运用反营销理论对江南水乡古镇旅游资源群环境承载力进行调控的对策及建议。With the case study of ancient water towns in southern Yangtze River,the uprising number of tourists makes a great pressure on the environmental carrying capacity of the tourism resources. It is suggested to use demarketing theory to adjust this.

关 键 词：反营销 旅游资源群 旅游环境承载力 旅游流 

分 类 号：F590[经济管理—旅游管理]