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近年来,随着国内旅游业的不断发展,旅游目的地的竞争日益激烈,如何吸引更多的观众走进景区,已成为众多旅游目的地管理者所面对的问题。长久以来,全国各个旅游目的地不断探索新的营销模式,试图走出一条属于自己的营销创新之路。本文试图以沈阳故宫近两年的营销创新举措为例,对旅游目的地的营销模式进行研讨,以求为辽宁乃至全国的旅游目的地寻求新的营销模式做出贡献。
In recent years, with the continuous development of domestic tourism and the increasingly fierce competition of tourist destinations, how to attract more viewers into the scenic spots has become a problem faced by many tourism destination managers. For a long time, various tourism destinations across the country continue to explore new marketing models in an attempt to get out of their own marketing innovation. This article attempts to Shenyang City Forbidden City in recent years, marketing innovation initiatives as an example, the tourism destination marketing model for discussion, in order to Liaoning and the country’s tourism destination to seek new marketing model to contribute.