西部旅游已成为人们议论的热门话题 ,旅游营销管理更是人们关注的问题。通过西部旅游营销管理同东南沿海地区相比 ,才能发现有哪些不足的方面 ,以利于营销管理的加强与改善。从西部旅游营销管理系统来看 ,在营销意识、管理水平和人力资源等方面都存在着较大的差距 ,若让其发展下去对西部的旅游发展有弊而无利。西部旅游如何抓住大开发的契机 ,加强营销管理 ,发挥自身的优势 ,是当前的一个重要课题 Tourism in the west has become a hot topic people talk about, and tourism marketing management is a problem that people are concerned about. Through western tourism marketing management compared with the southeastern coastal areas, in order to find out what deficiencies, in order to facilitate the strengthening and improvement of marketing management. Judging from the western tourism marketing management system, there is a big gap in marketing awareness, management level and human resources, and if there is a big gap between its development and the development of tourism in western China, it will not benefit. How to grasp the opportunity of western tourism development, strengthen marketing management and give full play to its own advantages is an important issue at present