Marketing Characteristics and Strategies of Tourism Destination:A Case Study of Zhaoqing,Guangdong

With the increase of tourist-market competition between tourism destinations,tourism destination marketing becomes increasingly important for tourism development.In the paper,the characteristics and basic experiences of tourism destination marketing are analyzed.The marketing is characterized by uncertainty of effects,synthesis of content,long term of object,multi-body of marketing organizations,and grade-hierarchy of marketing scope.It is thought that tourism destination marketing is a complicated process to establish gradually regional tourism brand.The emphasis of marketing should be put on regional tourism image and main tourism products,so it is necessity for a tourism destination to strengthen the construction of the both sides.Zhaoqin is taken as an example to carry out demonstration study.By analyzing its actuality,some systematic thoughts for the marketing strategies are brought forward:attaching importance to basic marketing work;establishing annual marketing plan and evaluation mechanism;making marketing tactics;paying attention to marketing process and propaganda effects of tourism goods;improving the tourism information network of Zhaoqing.