| Destination Marketing System (DMS) , is one of the Internet marketing systems, adapting to the Internet market characteristic, using the information techniques to promote the whole tourism destination.The competition between destinations in the global scope turned fierce,so the managers pays their attention to use the internet to set up a special on-line image of the destination and promote their products to more people around the world. DMS has become one of the most powerful weapons to attract the travelers. More and more nations and regions such as England, Singapore, Spain, and Australia and so on had applied it to improve their market influence.Under the push of the"gold trip"program hold by the government, many destination in our country had already construct DMS to provide the tour information and promote their products. And then how well did these systems operate? Did they really make big contributions to the destinations? Did they have some problems on their operation? How to solve these problems? These questions are the thesis that will research in this paper.The text tries to analyze the DMS'operation in China by using the economics theories and management theories. It used many research tools such as diagrams to make the points more clearly and straightforward. The text chose some destination's DMS as samples to research their operation. The statistics analyze showed that there were many problems on their operation: first, the system was operated thorough by the government that influenced its efficiency. Second, it was lacked of marketing itself so it can't attract enough users. Third, The DMS was supported almost by the government it couldn't get enough money, which it really need. Forth, most tour companies in the destination didn't participated in the DMS that seriously influence the efficiency of this system. Fifth, the stakeholders of the DMS didn't make enough communications with each other, and the system didn't get their interest harmonized.In order to solve the problems that existed in the DMS, the text put forward some operation strategies as follow: First, the DMS should change its operation mechanism. It should rely on the market power to conduct its operation. The government needs the professional Internet operator's help. They have strength in operating DMS. They can improve the efficiency of the system. Second, we should improve DMS'promotions and provide some new services which can really attract the travelers'interesting. Third, the system should encourage the tourism companies to join in it especially the small companies in the destination. The operator can hold some training program for the companies, which can help them to improve their abilities. Forth, enhancing the communication between the stakeholders, resolve the conflicts between them. Fifth, the system need foster the market environment that influences the efficiency of the system.The application of DMS in our country is still in the first stage .the mechanism of DMS'operation have so many problems now. DMS is a new Internet destination-marketing tool, its operation has become a difficult job that laid in front of the destination. We need do some more research on the thesis in the future.The main contributions in this text: It tries to research on the DMS'operation by using the economics and management theory. It Uses statistic method to evaluate the efficiency of the DMS'operation. It put forward a new operating mechanism that concluding both government and professional Internet operator. This cooperative mechanism can solve the main problems that existing in the old one. The Most important thing is that, it gives a new conception to improve the efficiency of the DMS.Shortages in this text: with the restriction of my knowledge level and the time, the analysis and reflection of the DMS'operation is still superficial. |
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