随着旅游业的持续快速发展和经济全球化进程的加快,旅游业的全球化竞争日益加剧。在全球化竞争态势下,旅游业的竞争首先表现为旅游目的地之间的竞争。目的地营销作为一种重要的目的地管理工具已成为众多旅游目的地获取竞争优势的一个重要途径,与之相关的问题也自然而然地成为学界关注的焦点。本文从不知名旅游目的地的视角出来,研究其营销战略与策略,希望对不知名旅游目的地的营销工作有一定指导作用。 With the sustained and rapid development of tourism industry and the acceleration of economic globalization, the globalization of tourism has become more and more competitive. In the situation of global competition, the competition in tourism industry first appears as competition among tourist destinations. As an important destination management tool, destination marketing has become an important way for many tourism destinations to gain competitive advantage. The problems related to them have naturally become the focus of academia. From the perspective of unknown tourist destinations, this article studies its marketing strategy and tactics, hoping to guide the marketing work of unknown tourist destinations.