摘要

向海是旅游胜地、国家AAAA级景区、国家级自然保护区位于吉林省白城市通榆县境，科尔沁草原中部。长期以来，旅游业一直是该地区的经济支柱，但是由于我国旅游业已具有高度的竞争性,可供消费者选择的潜在旅游目的地的数量已大大增加，众多的地区为吸引旅游者而展开了激烈的竞争，营销则成为目的地相互竞争中所选择的重要手段。因此，就向海而言面对相对较大的压力。一般说来，对旅游目的地营销是指由某地旅游组织将本地作为旅游目的地而负责的营销活动。其活动的开展既有对目的地的直接促销，同时也包含了对目的地营销的各种支持和保障的活动。营销的本质就是要使旅游目的地获得可持续发展的竞争优势。旅游目的地营销是一种在地区层次上进行的旅游营销方式，在这种方式下，向海地区将代表区域内所有的旅游企业，以一个旅游目的地的形象作为营销主体加入旅游市场的激烈竞争中。地区营销的参与者不是某个旅游企业，而是地区内所有的机构和人员；营销对象不是某个旅游产品，而是地区内所有的产品和服务；获益者也不是某个旅游企业，而是整个地区。因此，传统的营销理论不适合向海旅游目的地的实践，所以，目前对于向海旅游目的地发展中存在的问题必须重新思考它们的营销战略。针对目前向海旅游目的地营销中存在的问题，本文探讨了如何进行有效的目的地营销，使向海旅游目的地既可获得有力的竞争力，又可以持续的发展。

关键词　向海 旅游目的地营销 问题 对策

Abstract

Xianghai is a tourist resort,the national AAAA level scenic area, national nature reserve in baicheng city,jilin province tongyu county, middle the well-kown horqin grassland. For a longtime, tourism has always been the region's economic backbone, but because ofChina's tourism industry is highly competitive, for consumers to choose thenumber of potential tourist destination has greatly increased, many regions to attracttourists and launched a fierce competition, marketing has become an importantmeans of competing in the selected destination. Therefore, in terms of Xianghaiin the face of a relatively large pressure. Generally speaking, the tourismdestination marketing is refers to the tourism organization will be somewhereby the local as a tourist destination and is responsible for the marketingactivities. Its activities in both the direct promotion of the destination, butalso contains the destination marketing activities of various kinds of supportand guarantee. The essence of marketing is to make the sustainable developmentof tourist destination for competitive advantage. Tourism destination marketingis a regional level of tourism marketing way, and in this way, Xianghai areawill represent areas of all the tourism enterprises, as a tourist destinationas the main marketing participant's image in the fierce competition in thetourism market. Regional marketing of participants is not a travel companies,but the region all the institutions and personnel; Marketing object is not atourism product, but all products and services of the district; Beneficiariesnor a tourism enterprises, but the entire region. As a result, the traditionalmarketing theory is not suitable for the practice of tourism destination to Xianghai,so, at present the problems existing in the development of tourism destinationto Xianghai must rethink their marketing strategy. Aiming at the problemsexisting in the tourism destination marketing to Xianghai, this paper discusseshow to effectively destination marketing, make tourism destination to Xianghaias well as gain a strong competitiveness, and sustainable development.  

Keywords　 Xianghai, Tourism destinationmarketing ,problems ,countermeasures