旅游目的地营销是在旅游竞争日益激烈,从单一要素的竞争转向旅游地综合实力竞争的产业发展态势下,产业界和理论界共同关注的热点课题。基于旅游营销主体的营销积极性不高,营销绩效差的现象,根据旅游者行为模式和利益相关者理论,从理念上构建了旅游目的地“三元”营销主体,并对“三元”营销主体的职能进行了相应的阐述。 Tourism destination marketing is a hot topic that industry and theorists pay close attention to jointly under the circumstance of the development of industry which is increasingly fierce in tourism competition, from the competition of single elements to the comprehensive competition of tourist attractions. Based on the phenomenon that tourism marketing main body possesses low marketing enthusiasm and poor marketing performance, according to the behavior pattern of tourists and stakeholder theory, it constructs the marketing main body of tourism destination “ternary ”The main body of the marketing functions were elaborated.