Tourist Destination Public Marketing Theory And Practice

The public marketing in the tourist destination is a new form as the marketing development in tourism industry, which has integral and public characteristics etc. Under the macroscopic background of scenic spot management changing into destination management in our country, the research in public marketing's organization and content, capital resource, evaluation of performance has already become the extremely urgent academic problem.This paper has carried on a bold initiative study to public marketing on the basis of relevant materials analysis and practical activities. There are three layers in marketing system of tourist destination products-individuals, sectors and integrations. Products of public marketing refer to sectors and integrations, including destination image, tourist festivals and events. As the advantages of enterprise, the third department, international organization participating in social public affairs managing has become apparent, the government department has not been the only organization of public marketing, but its principal position has not changed, its functions are more plentiful. According to the available financing forms of public marketing -public financing, enterprise tax and fees, trade funds, we can establish the most reasonable financing structure. Effects evaluation of public marketing has significant social and economic meanings, designing the evaluating index system, choosing scientific and rational evaluating methods are necessary. The marketing of 2008 Qingdao Olympic Games has its own characteristics and objectives, establishing multi-level products marketing system, promoting the multi-development of marketing organization, using the rational fund-raising channels are the main problems concerned.The thesis has carried on the systematically macroscopic research of public marketing from the organizer, content and input-output aspects, aiming at opening up a new sight of tourist marketing, offering the basic thinking to public marketing administrator and researcher.