海南A级旅游景区官方网站营销资讯的组合策略分析  

Content analysis of internet marketing combination strategies of A-class tourist attractions in Hainan Province

作　　者：李东瑾 毕华[1] 

机构地区：[1]海南师范大学地理与环境科学学院,海南海口571158

出　　处：《旅游研究》2017年第4期85-94,共10页Tourism Research

基　　金：国家自然科学基金项目"海南岛热带森林旅游可持续发展研究"(41161091);海南师范大学研究生创新科研项目"海南省旅游景点空间分布结构研究"(Hsyx2015-38)

摘　　要：网络技术与旅游市场营销相结合产生了旅游网络营销,已成为当前旅游研究的热点领域之一。本研究选择海南A级旅游景区官方网站作为研究对象,基于传统4P营销理论和内容分析方法,定量与统计相结合分析了其网络营销的组合策略及营销策略,并在此基础上提出海南旅游景区网络营销的建议和对策。Tourism internet marketing research has become one of the hot areas of curwhich is the combination of network technology and tourism marketing. This study takes the internetmarketing of A - class tourist attractions in Hainan Province as its research objective, based on the tra-ditional 4P marketing theory and content analysis, and uses the combination of quantitative tics to analyze its combination strategies of internet marketing and marketing strategies, and sponding net^vork marketing suggestions and countermeasures are proposed on the basis of it.

关 键 词：A级旅游景区 旅游网络营销 组合策略 海南 

分 类 号：F592.7[经济管理—旅游管理] F724.6[经济管理—产业经济]