跨文化视角中的会展旅游目的地营销

会展旅游目的地营销有利于整合旅游资源，提升城市品牌形象和城市的知名度，以及吸引会展活动的组织者、参展商和催生大量的旅游者。跨文化营销策略的提出对会展旅游目的地营销具有较强的现实意义，在跨文化视角下构建会展旅游目的地营销体系要发挥政府主导作用，准确把握会展旅游目的地发展定位；实施品牌战略，全面打造国际化会展旅游产品；创新会展旅游促销方式，拓展分销渠道的文化选择；增强当地居民的跨文化意识，消除文化偏见，提升服务水平？

Research on MICE Destination Marketing from the Angle of Cross-Culture

MICE tourism destination marketing is helpful to integrate tourism resources, improve city＇s brand image and attract tourists. The proposition of cross-cultural marketing strategies is of practical significance for MICE tourism destination marketing. To build the MICE destination marketing system from the cross-cultural perspective, the following measures can be taken： government should play a leading role in marketing; brand strategy can be applied to create international MICE tourism products; MICE promotions should be innovated and distribution channels be expanded; local residents＇ cross-cultural awareness should be enhanced and service levels be improved.