旅游目的地网络整合营销传播研究-旅游管理专业毕业论文.docxVIP

提 要 随着营销理论在旅游活动中应用，旅游目的地在以前单纯意义上的地域概念的基 础上，又被赋予了空间单元上的经济概念，整个旅游目的地成为一个营销主体。在 21 世纪世界经济的一体化的时代，信息技术正在影响着旅游业的发展，信息化是旅 游业发展的必然趋势。电子商务是现代服务业的重要载体和表现形式，以其低成本、 信息传递高效性、支付电子化、覆盖面广等特点与现代旅游业有机契合。旅游电子商 务的研究正在不断升温。 目前，国内一些旅游目的地已将整合营销传播理念应用于实践，但旅游目的地层 面的网络整合营销传播研究还未得到重视，制约了网络整合营销传播理论和方法在旅 游目的地营销实践中的应用。 本文采用了文献分析法、总结归纳法、案例分析法、跨学科研究等方法，在综合 分析国内外网络整合营销及旅游目的地网络营销的研究成果基础上，结合我国的具体 实践情况，构建 AISAS 模式主导下的旅游目的地网络整合营销传播模型。 本文期待通过此模型的构建，对旅游目的地网络营销理论体系补充和完善，并对 我国旅游目的地网络整合营销传播提供实践指导意义。 主题词：旅游目的地 营销传播 网络整合营销 EIMC Abstract With the marketing theory being used in tourism activities, tourism destination is given the space unit of economic concept on the basis of its pure sense of the geographical concept. The tourism destination has become a marketing subject. In the 21st century, the era of world economic integration, information technology is affecting the development of tourism. Information technology is the inevitable trend of the tourism development. E-commerce is an important carrier of modern service industry. It has low cost, payment of electronic, wide range of covering, which is fit for modern tourism industry. The study of tourism e-commerce is ramping up. Nowadays, some tourist destination in China has put integrated marketing communication theory into practice. However, research on tourist destination level of integrated marketing communication should be paid more attention to. This situation restricts the development of electronic integrated marketing communication theories and methods in tourism destination marketing practice. This paper employs many approaches, mainly documentary research method, summarize inductive method, interdisciplinary research and case analysis approach. On the basis of analysis systematically on electronic integrated marketing communication, combined with the concrete practice in China, this essay tries to construct the electronic integrated marketing communication pattern which is based on the integrated marketing communication theory and found on the AIS