| 国民旅游需求刺激计划的绩效与评价体系研究 |
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| 引用本文： | 包亚芳,白鸥,单雨菲,杨疏.国民旅游需求刺激计划的绩效与评价体系研究[J].昆明大学学报,2010,2(3):15-21. |
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| 作者姓名： | 包亚芳 白鸥 单雨菲 杨疏 |
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| 作者单位： | 浙江林学院旅游与建康学院,311300 |
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| 基金项目： | 浙江省旅游科学研究重点项目 |
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| 摘 要： | 国民旅游需求刺激计划不仅是金融危机背景下,我国政府拉动旅游消费,促进经济增长的方式之一。同时,也是政府旅游营销的重要组成部分。针对当前政府旅游营销绩效评价缺乏关注的现状,将平衡记分卡引入政府旅游营销绩效评价,建立了基于平衡记分卡的政府旅游需求刺激计划评估体系,并将其运用于2009浙江旅游消费券的绩效评估,研究结论为政府部门制定相关旅游营销策略提供参考意见。
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| 关 键 词： | 旅游需求 绩效评估 旅游消费券 平衡记分卡 |
Study of the performance assessment of national tourism demand stimulation program in China |
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| BAO Ya-fang,BAI Ou,SHAN Yu-fei,YANG Shu.Study of the performance assessment of national tourism demand stimulation program in China[J].Journal of Kunming University,2010,2(3):15-21. |
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| Authors: | BAO Ya-fang BAI Ou SHAN Yu-fei YANG Shu |
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| Institution: | BAO Ya-fang,BAI Ou,SHAN Yu-fei,YANG Shu |
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| Abstract: | The national tourism demand stimulation program in China is taken as a way to expand tourism consumption as well as improve our national economy development.It also becomes an important destination marketing strategy by Chinese government.Being short of concerning about the performance assessment of destination marketing programs,the balanced scorecard is introduced and amended,a framework for measuring the performance of destination marketing programs is proposed,and the performance of 2009 tourism coupon campaign in Zhejiang then be measured hoping to provide valuable suggestions for our government. |
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| Keywords: | tourism demand performance assessment tourism coupon the balanced scorecard |
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