传统旅游景区营销传播是一种长期存在的信息传播惯性和路径依赖,其基本形态包括广告、销售促进、公共关系和人员推销等。传统旅游营销传播能够长期盛行的重要原因是,由于营销和传播的主导权主要控制在旅游产品提供商和渠道商(即旅游景区经营企业和旅行社)手中,因此,在营销传播 The traditional tourist attractions marketing communication is a kind of long-standing inertia and path dependence of information dissemination. Its basic form includes advertising, sales promotion, public relations and personnel promotion. An important reason why traditional tourism marketing communication can last for a long time is that as the dominant marketing and communication is mainly controlled by tourism product providers and channel operators (ie, tourism scenic spots operating enterprises and travel agencies), the marketing communication