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旅游网站已成为旅游目的地营销的主要手段,而对于旅游网络资源的整合更是目的地营销的双刃剑。本文对黄山旅游信息网的营销功能进行了分析,在此基础上提出了黄山旅游信息网具体整合思路和区域整合营销策略,力求在微观层面上着重关注旅游消费者行为,满足游客需求的个性化与差异化,提升黄山旅游网站的点击率,促进黄山旅游的更好发展,避免恶性竞争,实现黄山旅游的可持续发展。据世界旅游组织报告显示,今后5年世界主要旅游客源地约1/4的旅游产品订购将通过互联网进行。自20世纪90年代之后,我国旅游电子商务的发展亦十分迅速,几乎所有企业不同深浅程度的“触网”。
Tourism website has become the main means of tourism destination marketing, and tourism resources for the integration of network destination marketing is a double-edged sword. This paper analyzes the marketing function of Huangshan Tourism Information Network, and based on this, puts forward Huangshan Tourism Information Network specific integration ideas and regional integrated marketing strategy, and tries to pay attention to the behavior of tourism consumers at the micro level and to meet the individual needs of tourists And differentiation, enhance the clickthrough rate of Huangshan tourism website, promote the better development of tourism in Huangshan, avoid vicious competition, and realize the sustainable development of tourism in Huangshan. According to the report of the World Tourism Organization, about one quarter of the travel products ordered by major tourist destinations in the world over the next five years will be ordered via the Internet. Since the 1990s, the development of China’s tourism e-commerce has also been very rapid, almost all enterprises have different levels of “touch screen.”