“内部营销”理论在旅游目的地营销中的应用研究——以西安市为例

从内部营销的基本内涵出发,借鉴内部营销思想的实质精髓,将内部营销主体由企业扩展到旅游目的地,探讨了旅游目的地进行内部营销的必要性、可行性及实施的方法途径,得出旅游目的地实施内部营销将成为一种必然选择的结论,为旅游目的地营销视野的扩展和营销手段的丰富提供了一种新的参考。

Study on Application of ＂Internal Marketing＂ Theory in Marketing of Tourist Destination——Taking Xi＇an City as an Example

This paper was based on the basic analysis of internal marketing.The authors used the soul of internal marketing for reference,made the marketing body enlarged from tourism enterprise to tourist destination,studied the necessity,feasibility and approach of tourist destination to take the internal marketing in China.In the end,made a conclusion that it would be a inevitability for tourist destination to take internal marketing.This paper was giving a new reference for tourist destination′s marketing field of vision and approach.