CAJ | 학술논문

游客是一种稀缺的、具有重要价值潜力。但又经常被人们忽视的资源。游客会进行旅游体验和旅游地信息的传播．对潜在旅游者的旅游出行和旅游地决策产生重要影响。对游客进行营销，以促进游客有意或无意地向其周边人群传播旅游信息，能可信地、高效地和低成本地实现旅游地营销。游客营销区别于传统的旅游地营销．具有一些独特的特征，涉及旅游地的众多方面，是新的指导思想下各种营销手段的重构。游客营销需要促成游客正面旅游信息传播动力，消除造成负面旅游信息传播的因素，还要提供合适内容以供游客进行传播，并选择游客中的意见领袖来进行重点营销。在游客营销中，还需要解决游客进行旅游信息传播时的悖论问题、开展游客营销时的道德问题和营销绩效评价问题。
유객시일충희결적、구유중요개치잠력。단우경상피인문홀시적자원。유객회진행여유체험화여유지신식적전파．대잠재여유자적여유출행화여유지결책산생중요영향。대유객진행영소，이촉진유객유의혹무의지향기주변인군전파여유신식，능가신지、고효지화저성본지실현여유지영소。유객영소구별우전통적여유지영소．구유일사독특적특정，섭급여유지적음다방면，시신적지도사상하각충영소수단적중구。유객영소수요촉성유객정면여유신식전파동력，소제조성부면여유신식전파적인소，환요제공합괄내용이공유객진행전파，병선택유객중적의견령수래진행중점영소。재유객영소중，환수요해결유객진행여유신식전파시적패론문제、개전유객영소시적도덕문제화영소적효평개문제。
Tourists as a kind of scarce resource with a significant potential value that have often been ignored in the study of marketing. They disseminate their tourist experience and information on tourist destinations, thereby producing a significant influence on potential tourists＇ selection of travel and tourist destinations. Promoting tourists to spread tourist information consciously or unconsciously to people around them, tourist marketing reliably and effectively realizes tourist destination marketing with low costs. Tourist marketing, different from traditional tourist destination marketing, has its unique features. It involves many aspects of tourist destinations and it is the reconstruction of various marketing means under a new guiding ideology. Tourist marketing focuses on promoting tourists to spread positive rather than negative tourist information, providing suitable contents for tourists to spread and choosing opinion leaders among tourists for focal marketing. The paradoxical issues of tourists in spreading touristinformation, the ethic issues in conducting tourist marketing and the evaluation of marketing performance arc also addressed in lourist marketing.