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论文编号：	16
作者编号：	2120052022
上传时间：	2007/6/20 20:17:37
中文题目：	旅游目的地营销中的利益相关者力
英文题目：	The Study of the Integration a
指导老师：	李天元
中文关键字：	旅游目的地;营销;利益相关者;整<
英文关键字：	Tourism destination;Marketing;
中文摘要：	近年来，随着我国旅游业的深入发展，目的地层面的旅游营销越来越受重视，在各个方面都取得了很大的进展。旅游目的地营销是旅游营销的新理念，是将一个地区内所有的旅游企业、旅游组织和机构作为一个整体而进行的营销活动，但是目前我国的旅游目的地营销工作大都是以营销因素组合或者核心营销为主，仅仅停留在促销层面上，只重视发挥政府、旅游企业营销的作用，而较少关注当地居民、旅游行业协会及相关媒体营销的作用。本文正是基于这样的背景，利用利益相关者理论对目的地营销中的利益相关者进行讨论，并提出了利益相关者整合的方式，使对目的地营销的研究更加科学化、系统化。 本文在结构上共分为五章： 第一章是导论，介绍了本文的研究背景、研究的理论和现实意义、文章的研究框架、研究方法、创新点和难点等内容。 第二章相关理论的研究概述，主要是介绍目的地营销的相关概念及其现存的问题、利益相关者理论及其在旅游业中的应用。 第三章介绍目的地营销中的利益相关者及其利益关系，对利益相关者进行了界定和分类，认为在目的地营销中存在核心型和战略型利益相关者，并对他们之间的权力和利益及其利益关系进行了分析。 第四章是本文的重点，分析了利益相关者整合的必要性、整合的价值、整合的实现途径、整合的方式等，认为利益相关者的整合应该由政府主导，旅游企业、当地居民、旅游行业协会及相关媒体共同参与，最终实现各个利益相关主体共赢的局面。 第五章是本文的结论，认为在目的地营销的过程中应该加强对利益相关者的管理，加强各利益相关者之间的沟通与合作，加强其共同利益观的培养，对利益相关者的行为进行有效的监督，最终有利于目的地营销的成功实施，最后提出本文研究的局限性。
英文摘要：	With the further development of domestic tourism industry in recent years, tourism destination marketing has been paid more and more attention and great progress has been achieved. The marketing of tourism destinations is the new thought that drives tourism marketing, it is a kind of marketing activities in which all of the tourism enterprises, tourism organizations and tourism institutions as a whole unity is taken into consideration, but at president most of the marketing methods in tourism destination are composed of marketing elements or key marketing, most of them are promotion, put much emphasis on the role of the government and the tourism enterprises, and less attention to the local residents, tourism associations and related media marketing. Based on the above background and use of stakeholder theory, this paper discusses the stakeholders and offers the integration manner of them in destination marketing, in order to study on marketing of tourism destination more systematically and scientifically. The main contents of this paper are as follows： Chapter one, the introduction, introduces such contents as the background of the research, theoretical and realistic meaning, research frame and method, etc. Chapter two, it outlines the relevant theoretical research, mainly related to the introduction of destination marketing concept and the existing problems, stakeholder theory and its application in the tourism industry. Chapter three, it introduces the stakeholders and their interests in destination marketing, at the same time defining and classifying the stakeholders, believes that there are nucleus stakeholders and strategic stakeholders and analyzes the power and interests between them. Chapter four is the key part of the paper, analyzes the integration necessities, integration value, the ways and manners of integration among stakeholders, believes that the integration of stakeholders should be led by the government and joined by the tourism enterprises, local residents, tourism association and related medias in order to achieve a win-win situation among all the stakeholders. Chapter five is the conclusion of the paper, thinks that it is necessary to strengthen the management, communication and cooperation of the stakeholders and the value of their interests, supervising the behavior of the stakeholders so as to implement the destination marketing successfully. Finally the paper proposes the limitation of the study.
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