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在旅游市场竞争激烈的今天,旅游广告正成为各旅游企业加强竞争力的一个重要手段。本文首先依据旅游产品特征和旅游产品生命周期理论阐述了旅游广告的特征。其次,分析了目前旅游广告媒介的主要形式和消费者对其的认知现状。最后,提出了旅游广告媒介选择的策略和建议。
In the highly competitive tourism market today, tourism advertising is becoming an important means of enhancing the competitiveness of tourism enterprises. This paper firstly expounds the characteristics of tourism advertisement according to the characteristics of tourism products and the tourism product life cycle theory. Secondly, it analyzes the main forms of tourism advertising media and the current status of consumer cognition. Finally, the strategies and suggestions on the choice of tourism advertising media are put forward.