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论文编号：	3279
作者编号：	2120092411
上传时间：	2011/6/7 9:10:06
中文题目：	政府在目的地营销中的角色定位和作用
英文题目：	Government‘s role localization and function in destination marketing
指导老师：	陈家刚
中文关键字：	政府；目的地营销；角色定位和作用
英文关键字：	Government；The Destination Marketing；Role Position And Action
中文摘要：	中国已成为全球第二大经济实体，旅游业作为国家战略性支柱产业，将会为旅游目的地带来千载难逢的发展契机。以人流而带动物流的特征，使得旅游产品的销售产生时空分离的特点，在传播的过程中受到传播介质、游客游览阅历、收入水平等多种因素的干扰，游客所接触的信息会在游客心中以千差万别的感知形象出现，与传播的原生形象有所偏差。 目的地涉及众多利益群体，具有整体性、一致性等特征，市场由于其“自私”的本性，和旅游目的地产业当中的“搭便车”现象，决定了旅游市场主体无法单独完成形象的塑造，而应当将其作为旅游公共产品，由政府牵头，市场运作，社会支持。目的地营销应当由地方财政支持，其资金来源的多样性、资金监管的有效程度、政府的行为机制等因素都将影响着政府行为的效率。 政府作为管辖当地旅游产业的最高行政组织，公共权力和对于旅游资源的掌控提高政府执行力的同时，“有形的手”能否尊重其他利益群体的合法权益；旅游发展是当权政府管辖绩效的重要指标，如何做好目的地营销主导者，同时兼顾旅游可持续发展，会成为政府在实际操作中的一大难题；政府作为社会管理者，应当弥补市场弊端，规范利益主体行为，从体制和机制两方面保证旅游产业的和谐发展。公共服务型政府积极主动的对面民众的服务，并不是包办所有事物，但在责任意识和监督体制不健全的社会，公共服务暴露出公权力异化，侵害其他群体权益的缺陷。规范政府行为关键在于建立政府信托责任制度和有效监督机制。 本文从目的地政府的角度出发，借鉴传播学的相关成果，以目的地为切入点，提出目的地营销模型，针对政府在目的地营销过程中出现的失位、错位现象，端正政府管理者的态度，找准自身角色定位，结合旅游地生命周期理论，分析不同生命阶段的目的地不同特点，使政府行为更加有的放矢，借以山东省营销传播案例，力图为政府对目的地营销工作带来积极的意见和建议。
英文摘要：	As China has become the second big economic solid in the world,and the tourism industry has been a national strategic structure industry, it will be a shape chance of development for travel destination in a lifetime.The character of tourist flowing makes the saling of traveling products generate a character that the time separates to the space.The marketing information is interfered by various factors in the process of propagation, such as experience, level of income and spreading medium. The destination involves numerous avail communities, and has characters like integrity and uniformity.Because of the "selfish",a man's natural character, and the "hitch a ride" phenomemon in the destination industry, market can not take the crucial role alone in the process of marketing.Destination's marketing should be favored by the finance, and its source of funds, efficiency of funds supervision, and government behavior machining will effect governmental efficiency. However, the government,as the highest organization of destination, promote government execution by the public power and monopoly of travel resources,and also need to respect the legal equities of other avail communities at the same time.The level of tourism development has became the important target in political achievement.And how to guide tourism's direction and coordinate different groups' interests in the same time.It will become a great hard nut for government in operation.The government as a social handler should make up the irregularity of market, regulate the behavior of the specification, and assure tour industrial harmony environment from the system and machining sides both. This text sets out from the angle of destination government, draws lessons from the field of communication,and propose a spread pattern of destination marketing, aiming at the government's misplacement during the destination marketing.Trying to correct the attitude and action of the government,seeking to find the accurate position,and analysing different life characters of destination various stages is to make government know what should do and how to do in the process of tourism development.Through the case of Shan Dong province's tourism marketing communication,force to take a aggressive opinion and suggestion for destination marketing of government.
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