旅游地演进过程与旅行社营销行为关系的初步研究--以滇西北旅游区为例

旅行社作为联结旅游者与旅游目的地之间的重要纽带,其营销行为不仅直接影响旅游者的旅游行为,对旅游目的地同样具有不可忽视的现实的和潜在的影响力,在相当程度上关系到旅游地产品乃至旅游地的前途命运:旅行社追求利润最大化的市场营销行为以及规避“外部经济”的产品开发行为可直接导致旅游产品的大众化趋势,继而加速旅游地的发展、成熟乃至衰退过程;旅行社特殊的业务功能和行业地位,使其自身拥有旅游开发与促销的影响优势,对旅游市场和旅游目的地均具备可持续发展的诱导力。以滇西北旅游区为例,进行实证分析,指出遵循协作共生原则,实施“联合营销”举措是谋求旅游地持续发展的有效途径。

A PRELIMINARY STUDY ON RELATION BETWEEN THE DEVELOPMENT PROCESS OF TOURIST AREA AND THE SALES BEHAVIOR OF TRAVEL AGENCY IN THE CASE OF THE TOURIST REGION OF NORTHWESTERN YUNNAN

Travel Agency is the important linkage between tourists and their destination,its sales behavior exercises not only a direct influence on tourists behavior but also a practical and latent influence on tourism destination.the pursuit of maximum profit,together with exploitation of"external economies"to be evaded,leads to the popularization of tourist production development and to the acceleration of development,maturity and even declination of the tourism destination.Besides,travel agency has its own special functions and profession al positions,both capable of promoting the influence advantage on tour development and sales,and it has the inducement dint of sustainable development on travel market and tourist area too.This paper takes the tourist region of Northwestern Yunnan as an example and,by the substantial evidence analysis of it,points out a valid path that seeks the sustainable countermeasure of tourist destination by following the symbiosis principle and implementing"consociation marketing".