發(fā)布時(shí)間：2019-01-05 11:49

【摘要】：目前,旅游業(yè)在國(guó)際經(jīng)濟(jì)中扮演著越來越重要的角色。旅游業(yè)在許多國(guó)家已經(jīng)成為支柱產(chǎn)業(yè)。中國(guó)是一個(gè)有著悠久歷史的多民族國(guó)家,它擁有璀璨的文化和豐富的自然資源。近年來,隨著游客消費(fèi)觀念的轉(zhuǎn)變,中國(guó)文化正成為國(guó)際旅游市場(chǎng)上的一大賣點(diǎn)。中國(guó)也變成了繼歐洲和美洲之后的世界第三大旅游目的地。世界旅游組織預(yù)計(jì)到2020年,中國(guó)將接待入境游客1.37億人次,占世界市場(chǎng)份額的8.6%,居世界第四,中國(guó)出境游人數(shù)將達(dá)1億人次,占世界市場(chǎng)份額的6.2%,居世界第四。中國(guó)旅游業(yè)發(fā)展正面臨前所未有的機(jī)遇。與此同時(shí),我國(guó)旅游業(yè)也面臨著嚴(yán)峻的挑戰(zhàn)。中國(guó)珍貴的文化資源并未在旅游業(yè)中得到充分利用。中國(guó)旅游業(yè)營(yíng)銷戰(zhàn)略中存在的諸多不足使得中國(guó)旅游業(yè)在國(guó)際旅游市場(chǎng)中所占的份額極低。與世界旅游大國(guó)歐洲和美洲相比,分別占53.3%和15.8%的世界市場(chǎng)份額,中國(guó)還有很大的空間去發(fā)展旅游業(yè),增加世界市場(chǎng)份額。 在競(jìng)爭(zhēng)激烈的國(guó)際旅游業(yè)市場(chǎng),旅游目的地的成功不再僅僅取決于自然資源,而更多地取決于運(yùn)用恰當(dāng)?shù)臓I(yíng)銷策略。隨著教育水平的提高,旅游者對(duì)于文化消費(fèi)的興趣日益增加。在旅游過程中,游客們更多的追求精神文化滿足和享受。文化營(yíng)銷是有意識(shí)地通過發(fā)現(xiàn),甄別,培養(yǎng)或創(chuàng)造某種核心價(jià)值觀念來達(dá)成企業(yè)經(jīng)營(yíng)目標(biāo)的一種營(yíng)銷方式。它是展現(xiàn)旅游目的地文化價(jià)值觀的有效途徑經(jīng)。因此,在旅游業(yè)營(yíng)銷中運(yùn)用文化營(yíng)銷戰(zhàn)略一定能夠成功營(yíng)銷旅游目的地,增強(qiáng)旅游目的地的國(guó)際競(jìng)爭(zhēng)力,提高旅游業(yè)世界市場(chǎng)份額。
[Abstract]:At present, tourism plays a more and more important role in the international economy. Tourism has become a pillar industry in many countries. China is a multi-national country with a long history, it has a bright culture and rich natural resources. In recent years, with the change of tourists' consumption concept, Chinese culture is becoming a major selling point in the international tourism market. China has also become the world's third largest tourist destination after Europe and America. The World Tourism Organization estimates that by 2020, China will receive 137 million inbound tourists, accounting for 8.6 percent of the world market share, ranking fourth in the world. The number of Chinese outbound tourists will reach 100 million, accounting for 6.2 percent of the world market share. Fourth in the world. China's tourism industry is facing unprecedented opportunities. At the same time, China's tourism industry is also facing severe challenges. China's precious cultural resources have not been fully utilized in tourism. There are many shortcomings in China's tourism marketing strategy, which makes the share of Chinese tourism in the international tourism market very low. Compared with the major tourist countries in the world, Europe and America account for 53.3% and 15.8% of the world market, respectively. China still has much room to develop tourism and increase the world market share. In the competitive international tourism market, the success of tourist destination depends not only on natural resources, but also on the use of appropriate marketing strategies. With the improvement of education level, tourists' interest in cultural consumption is increasing day by day. In the process of tourism, tourists pursue more spiritual and cultural satisfaction and enjoyment. Cultural marketing is a kind of marketing method which consciously realizes the business objectives by discovering, discriminating, cultivating or creating some core values. It is an effective way to show the cultural values of tourist destination. Therefore, the use of cultural marketing strategy in tourism marketing can successfully market tourism destinations, enhance the international competitiveness of tourism destinations, and enhance the world market share of tourism.
【學(xué)位授予單位】：天津財(cái)經(jīng)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F591;F592.6

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本文編號(hào)：2401748