当前,旅游营销由单纯的产品营销发展到区域目的地整体营销已成趋势,这是中国旅游业发展的必然。与大多数国家从国内旅游到国际旅游的常态发展轨迹不同,中国旅游业是先有国际入境旅游,其后国内游和出境游才蓬勃发展起来,旅游业的发展也逐步由接待事业型向经济产业型转变。与此相 At present, the development of tourism marketing from pure product marketing to the overall marketing of regional destinations has become a trend, which is the inevitable development of China’s tourism industry. Unlike most countries’ normal development trajectories from domestic tourism to international tourism, China’s tourism industry first entered the country with international inbound tourism, and domestic tourism and outbound tourism developed vigorously thereafter. The development of tourism industry was gradually transformed from hospitality to economy Industrial change. And this phase