Tourist Destination Internal Marketing System Construction Research

In recent years, the rapid development of the domestic economy, also drove the rapid development of tourism industry. Thus, the domestic tourism competition is becoming increasingly fierce, the competition from the scenic area (spot) to the line competition process, now enters the destination competition pattern. In order to enhance the competitiveness of tourism destination, many scholars and businesses began to devote to the tourism destination marketing theory and empirical study. Although the tourism destination marketing research more and more, but how to better enhance the tourism destination marketing, improve the comprehensive competitiveness of tourism destination is still a problem to be solved by many scholars.Tourism as a service industry which faces the competition is essentially the competition of service. In the tourism industry, tourism products to the consumer is the spirit of enjoyment, the and services are inseparable, tourist in purchasing travel products is actually in the purchase of service personnel’s quality, behavior and attitude. Therefore, service quality will directly affect the production of tourism products to the judgment and affect the tourism enterprises’ operation performance."The satisfaction of employees, to produce satisfied customers", the theory of internal marketing is a marketing strategy from the inside out. The idea is to employees as customers a management idea, namely through internal marketing in tourism destination can be implemented to improve the residents of the area, the tourism enterprises, the local government and other stakeholders’satisfaction, and satisfaction with the stakeholders can provide customers with satisfactory service, so as to enhance the customer satisfaction, promote the tourism destination competitiveness.This article from the internal marketing basic connotation sets out, draw lessons from the idea of internal marketing essence, internal marketing subject from the enterprise extended to tourism destination. Analysis of China’s current tourism destinations are present situation, from the destination and internal factors based on dumbbell economic model principle two aspects to discuss the implementation of internal marketing of tourism destination the feasibility and necessity, and the use of the service profit chain theory further proves that the tourism destination the significance of internal marketing. In this paper, the theory of internal marketing model on the basis of investigation and analysis, constructing the internal marketing of tourism destination framework model and its implementation strategies, finally taking Wuyishan as an example, a discussion and analysis of its current situation and implementing internal marketing method, in the hope of tourism destination competitiveness provide a useful ideas.