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随着旅游市场竞争越来越激烈,国内旅游景区也面临着机遇和挑战。事件营销作为一种活动营销方式,以其独特的优势而成为影响城市居民出游意向的重要因素。事件营销是旅游地区进行营销较为常见的方式,而城市居民是旅游地区进行事件营销的重要潜在客源市场,因此对事件营销对城市居民出游意向的影响进行研究具有重要意义。本文首先对事件营销的内涵进行分析,对事件营销对出游意向的影响机制进行总结,对事件营销对城市居民出游意向的影响进行研究。
With the increasingly fierce competition in the tourism market, domestic tourist attractions are also faced with opportunities and challenges. Event marketing as an activity marketing method, with its unique advantages and become an important factor affecting the intention of urban residents to travel. Event marketing is a common way of marketing in tourist areas. Urban residents are important potential source markets for event marketing in tourism areas. Therefore, it is of great significance to study the impact of event marketing on urban residents’ intention to travel. This article first analyzes the connotation of event marketing, summarizes the impact mechanism of event marketing on the intention of travel, and studies the impact of event marketing on the intention of travel of urban residents.