A Research On Social Marketing Of Tourist Destination

Tourist industry has got swift and violent development over the past dozens of years as "smokeless industry", becoming one of the most important industries in the world. The fast development of tourist industry brings a great lot of income continually to tourist destinations, and brings infinite recreation and enjoyment to tourists. Unfortunately, with laying particular stress on the economic benefits through the "robbing type " model to develop tourism, actually, making the environmental bearing capacity of the tourist resources exceed the appropriate level greatly, having brought enormous pressure to valuable tourist resources and ecological environment. The result is that, the contradictions of people and tourist resources environment are conspicuous day by day. The sustainable development of the tourist destination has already become mankind's realistic problem to be solved urgently.Social marketing is a method and technology used for improving the social behavior, employing principle and technology of marketing to solve some social concerns. Social marketing puts emphasis on promoting interests of individual, collective and the whole society. Since people gave birth to the concept of "social marketing", it has comprehensive applications in lots of fields in different countries.As one of the important departments in the social economic fields, modern times' tourist industry also has faced the threats of some problem, such as environmental protection, security and healthy. With constant enlargement of the quantity and range for the destinations and tourists, it will have great advantages to develop the social marketing in destination. Meanwhile, the sustainable development of the tourist destination needs this kind of way, is different from compulsive means such as administration and law, which can solve the social problems in destination. Solving the social problems is the only way to maintain the continual, fast and healthy development of tourist destination.On the basis of analyzing the intension of destination and social marketing theoretical system, this paper focuses on constructing the theory frame of social marketing in the tourist destination. In order to do some beneficial work in this field of especially, it analyses the field, subject and implemented meaning of the theory frame in tourist destination."Be assorting with the relationship of individual, collectivity and society" for social marketing, and "Be coordinating with human and environmental, inter-regional, inter-generational relationships" for the sustainable development in destination are almost the coupling.The social marketing is the measure for transforming social behaviors, which adopts the unitary planning and behavioral frame, possessing the soul of traditional social transformation, and making use of the most advanced communicated technology and marketing measures.The construction of social marketing theoretical system of tourist destination. which has carried on analysis and research on investigation, environment, strategy, tactics and social marketing management of social marketing in the tourist destination respectively. analysis the fields, principal parts and significance of bringing the movement of social marketing into effect. Social marketing in the tourist destination should be environment protecting, tourist security and health and so on, which are the social economical problems that affect the tourism sustainable development. The main organizations develop should be government, travel corporations and some non-governmental organizations. Furthermore, it also has great significance for expanding the social marketing will be propitious to promote sustainable development of destination, advance the administration level of government, and speed the travel corporations flourishing.