浅析事件营销在我国旅游业中的应用

浅析事件营销在我国旅游业中的应用
------以我国旅游景区的事件营销为例

 
摘要：在旅游市场竞争中，事件营销作为旅游市场的1种营销手段，正在赢得属于自己的市场份额。本文以我国旅游景区的事件营销为例，分析了我国旅游景区事件营销的分类，以及其产生的背景和原因。阐明了事件营销给旅游景区经营管理带来的显著效应。在研究、分析我国旅游景区事件营销现状及存在的问题后，提出了相应的解决对策和策略。

关键词：事件营销；旅游景区；事件旅游

Event marketing `s application within our country `s tourism industry
------Taking the Event marketing of our country `s Tourist scenic spots as an example
 
Abstract: In the competition of the tourist market, being as a kind of the marketing manner, the Event marketing is winning its own market share. This paper taking the Event Marketing of our country’s tourist scenic spots as an example. Analyzing the types, the background and reasons of product the Event Marketing in the tourist scenic spots. Illustrating the Event Marketing bringing evident benefits in the management and operation of tourist scenic spots. After analyzing the present situation and existing problems in the event marketing in our country `s tourist scenic spots. Then this paper puts forward some countermeasures and policies.

Key Words: Event marketing; Tourist scenic spots; Event tourism