本文以乐山为例分析了乐山市旅游目的地营销方面的现状,以及在乐山市进行整合营销的可能性与必要性。最后针现状及问题提出了对乐山旅游目的地进行整合营销的建议和对策,以为该地区经济发展提供参考和借鉴。乐山市具备发展旅游经济的良好条件,拥有世界自然文化遗产乐山大佛、郭沫若名人资源以及嘉州历史文化名城等众多旅游 This article takes Leshan as an example to analyze the current situation of tourism destination marketing in Leshan City and the possibility and necessity of integrated marketing in Leshan City. Finally, the status quo and problems raised Leshan tourist destination for integrated marketing suggestions and countermeasures, in order to provide reference for the economic development in the region. Leshan has good conditions for the development of tourism economy, with the world’s natural and cultural heritage Leshan Giant Buddha, Guo Moruo celebrity resources and historical and cultural city of Jiazhou and many other tourist