【摘要】：隨著營銷理論在旅游活動中應用，旅游目的地在以前單純意義上的地域概念的基礎上，又被賦予了空間單元上的經濟概念，整個旅游目的地成為一個營銷主體。在21世紀世界經濟的一體化的時代，信息技術正在影響著旅游業(yè)的發(fā)展，，信息化是旅游業(yè)發(fā)展的必然趨勢。電子商務是現(xiàn)代服務業(yè)的重要載體和表現(xiàn)形式，以其低成本、信息傳遞高效性、支付電子化、覆蓋面廣等特點與現(xiàn)代旅游業(yè)有機契合。旅游電子商務的研究正在不斷升溫。 目前，國內一些旅游目的地已將整合營銷傳播理念應用于實踐，但旅游目的地層面的網(wǎng)絡整合營銷傳播研究還未得到重視，制約了網(wǎng)絡整合營銷傳播理論和方法在旅游目的地營銷實踐中的應用。 本文采用了文獻分析法、總結歸納法、案例分析法、跨學科研究等方法，在綜合分析國內外網(wǎng)絡整合營銷及旅游目的地網(wǎng)絡營銷的研究成果基礎上，結合我國的具體實踐情況，構建AISAS模式主導下的旅游目的地網(wǎng)絡整合營銷傳播模型。 本文期待通過此模型的構建，對旅游目的地網(wǎng)絡營銷理論體系補充和完善，并對我國旅游目的地網(wǎng)絡整合營銷傳播提供實踐指導意義。
[Abstract]:With the application of marketing theory in tourism activities, the tourism destination has been endowed with the concept of economy in the space unit on the basis of the regional concept in the former simple sense, and the whole tourist destination has become a marketing subject. In the era of the integration of the world economy in the 21st century, information technology is affecting the development of tourism. Information technology is the inevitable trend of the development of tourism. E-commerce is an important carrier and form of modern service industry. It fits with the modern tourism industry with its low cost, high efficiency of information transmission, electronic payment, wide coverage and so on. The study of tourism e-commerce is heating up. At present, some domestic tourist destinations have applied the concept of integrated marketing communication to practice, but the research of network integrated marketing communication has not been paid attention to at the level of tourist destination. It restricts the application of network integrated marketing communication theory and method in tourism destination marketing practice. This paper adopts the methods of literature analysis, summary induction, case analysis, cross-disciplinary research, etc., on the basis of comprehensive analysis of the domestic and foreign network integrated marketing and tourism destination network marketing research results, combined with the specific practice of our country, Construct the tourism destination network integrated marketing communication model under the guidance of AISAS mode. Through the construction of this model, this paper looks forward to supplement and perfect the theoretical system of tourism destination network marketing, and to provide practical guidance significance for China's tourism destination network integrated marketing communication.
【學位授予單位】：首都經濟貿易大學
【學位級別】：碩士
【學位授予年份】：2012
【分類號】：F592;F274

【引證文獻】

相關博士學位論文 前2條

1 陳霽;新媒體背景下的中國旅游營銷研究[D];中央民族大學;2011年

2 王九位;數(shù)字時代旅游目的地信息共享研究[D];武漢大學;2010年

本文編號：2461386