基于游客满意度的旅游目的地营销绩效研究.doc

PAGE PAGE 19 基于游客满意度的旅游目的地营销绩效研究 --以海南为例 摘要：在旅游产业由支柱性产业向战略性产业发展的背景下，旅游市场的竞争日益激烈，国内各旅游目的地都致力于旅游目的地营销。旅游目的地营销成为宣传旅游目的地形象，吸引实际和潜在游客的不可或缺的重要手段。从本质上来说，旅游目的地营销是一种经济活动，旅游战略目标的实现是旅游目的地营销的重要目标，表现旅游目的地营销的效果。对旅游目的地的营销活动进行绩效研究成为发展的需要。游客满意度在很大程度上影响游客对旅游目的地的认知，进而影响旅游目的地的旅游收入。游客满意度的高低反映旅游目的地营销绩效的强弱。越高层次的满意度越有利于旅游目的地形象的宣传，进而提高旅游目的地的知名度和美誉度。本文在检索国内外文献的基础上，以游客满意度的视角研究旅游目的地营销绩效，以期加深对旅游目的地营销绩效的了解，为实践活动提供参考。 关键词：游客满意度；旅游目的地；营销绩效；海南 Research on the marketing performance of tourism destination based on tourists’ satisfaction—The case of Haina Abstract: In the development of the tourism industry the pillar industry to the strategic industry background, the tourism market competition is becoming increasingly fierce. Domestic tourism destination are dedicated to tourism destination marketing.Tourism destination marketing has become the promotion of tourism destination image, it is also the indispensable important means to attract the potential tourists. In essence, the tourism destination marketing is a kind of economic activity, tourism economic target is an important tourism destination marketing, it reflect tourism destination marketing performance effect. the tourism destination marketing performance has become the need of the development. Tourists satisfaction influence tourists perception of tourism destination to a great extent, thereby affecting the tourism income. Tourist satisfaction reflects the strength of tourism destination marketing performance. The higher the level of satisfaction is more conducive to the promotion of tourism destination image, and then improve the tourism destinations visibility and reputation. Based on the retrieval of domestic and foreign literature, the satisfaction of tourists from the view of tourism destination marketing performance, in order to deepen the understanding of tourism destination marketing performance, provide a reference for practice. Keywords: tourist’s satisfaction; tourism destination; marketing performance; Hainan 一、引言 1.1研究背景 旅游目