【摘要】 随着旅游业竞争的加剧,区域整合体已成为旅游业竞争的基本单位,而目的地营销理念的选择则成为区域旅游整合体能否在竞争中胜出的关键;在分析连云港、徐州和淮安3市旅游业现状基础上,首先从地域临近、资源互补、客源范围的趋同方面论证了以"成长三角"作为旅游合作结构模式的可能性;指出"苏北旅游三角"整合体的市场营销须借助于整合营销作为指导理念,然后分别从客源市场细分定位、区域要素整合和整合营销3个层面提出"苏北旅游三角"整合营销的相关策略。更多还原

【Abstract】 With the exacerbation of the tourism competition,the integration of regional tourism has become the basic unit of competition.And the selection of the tourism destination marketing idea is the key point for the integration of regional tourism to win out in the competition.So,basing on the analysis of present tourism situation of Lian yungang,Xuzhou and Huai’an,,this paper arguments the possibility of taking the growth triangle as the structural pattern of the regional tourism cooperation from the aspects of regional adjacency,tourism resources complementary and tourist market similarity.Secondly,author think the Integrated Marketing should be taken as the guide of the theory of marketing.Then,paper discusses some measures in tourism destination marketing from the aspects of marketing segmentation positioning,regional element integration and integrated marketing.更多还原