民族地区旅游目的地营销中政府行为研究

民族地区旅游资源丰富,旅游目的地营销有助于促进该地区旅游业发展。由于旅游目的地营销中存在着公共产品、外部性和信息不对称等因素导致市场机制失灵,政府有必要介入旅游目的地营销,而且,实践表明旅游目的地营销效果在很大程度上受政府行为影响。政府行为模式及行为策略应与当前民族地区旅游业发展状况相适应,才能使目的地营销取得较好的营销效果,进而促进民族地区旅游业持续、快速发展。

Research on Government Action in the Tourism Destination Marketing of Ethnic Regions

There are rich tourism resources in ethnic regions,the tourism destination marketing could help promote the rapid development of tourism in these regions.The existence of public goods,externalities,asymmetric information,and other factors in the tourism destination marketing led to the failure of market mechanisms,so it is necessary for the government involving in destination marketing,and a lot of practice shows that effects of the tourism destination marketing to a large extent influenced by government behaviors.Government behaviors patterns and behavioral strategies need to be compatible with the current tourism development in minority regions,destination marketing to achieve better results,and promote the tourism industry in ethnic regions develop sustainably and rapidly.