游客营销——旅游地营销的新途径

游客是一种稀缺的、具有重要价值潜力,但又经常被人们忽视的资源.游客会进行旅游体验和旅游地信息的传播,对潜在旅游者的旅游出行和旅游地决策产生重要影响.对游客进行营销,以促进游客有意或无意地向其周边人群传播旅游信息,能可信地、高效地和低成本地实现旅游地营销.游客营销区别于传统的旅游地营销,具有一些独特的特征,涉及旅游地的众多方面,是新的指导思想下各种营销手段的重构.游客营销需要促成游客正面旅游信息传播动力,消除造成负面旅游信息传播的因素,还要提供合适内容以供游客进行传播,并选择游客中的意见领袖来进行重点营销.在游客营销中,还需要解决游客进行旅游信息传播时的悖论问题、开展游客营销时的道德问题和营销绩效评价问题.

Tourist Marketing: A New Approach to Tourist Destination Marketing

Tourists as a kind of scarce resource with a significant potential value that have often been ignored in the study of marketing.They disseminate their tourist experience and information on tourist destinations,thereby producing a significant influence on potential tourists' selection of travel and tourist destinations.Promoting tourists to spread tourist information consciously or unconsciously to people around them,tourist marketing reliably and effectively realizes tourist destination marketing with low costs.Tourist marketing,different from traditional tourist destination marketing,has its unique features.It involves many aspects of tourist destinations and it is the reconstruction of various marketing means under a new guiding ideology.Tourist marketing focuses on promoting tourists to spread positive rather than negative tourist information,providing suitable contents for tourists to spread and choosing opinion leaders among tourists for focal marketing.The paradoxical issues of tourists in spreading tourist information,the ethic issues in conducting tourist marketing and the evaluation of marketing performance are also addressed in tourist marketing.