CAJ | 학술논문

如何对日益增多的目的地营销投入进行科学的绩效评估成为学界与业界共同关注的问题。囿于国内学者尚未对该问题给予足够重视，文章首先论述了目的地营销绩效的内涵及其实施意义，并在对国内外相关研究进行文献梳理的基础上归纳出当前该领域4个主要研究方向，分别是目的地具体营销活动的绩效评估研究、营销效率研究、营销审计研究以及营销绩效评估体系构建研究。在此基础上，借鉴营销价值链思想，构建了目的地营销价值链模型，并从4个方面（分别是目的地的营销主体及其营销活动、绩效生成机制、绩效指标以及模型调节因素）对该模型进行了详细论述。
여하대일익증다적목적지영소투입진행과학적적효평고성위학계여업계공동관주적문제。유우국내학자상미대해문제급여족구중시，문장수선논술료목적지영소적효적내함급기실시의의，병재대국내외상관연구진행문헌소리적기출상귀납출당전해영역4개주요연구방향，분별시목적지구체영소활동적적효평고연구、영소효솔연구、영소심계연구이급영소적효평고체계구건연구。재차기출상，차감영소개치련사상，구건료목적지영소개치련모형，병종4개방면（분별시목적지적영소주체급기영소활동、적효생성궤제、적효지표이급모형조절인소）대해모형진행료상세논술。
Continuous investment in marketing is an effective guarantee of a destination＇ s competitiveness. There is a common understanding that the more Destination Management Organizations （DMOs） invest in marketing activities, the more they will receive high returns. However, the following questions have received little attention： what is the appropriate rate of return for these investments？ Is there any space for improvement in the quality of marketing？ The answers to these questions could be found in the evaluation of marketing performance. This evaluation should include systematic performance assessments and audits of marketing activities, benchmarked against reasonable performance targets. Previous research has helped us identify four main research directions in studies of destination marketing performance. These include performance evaluations, marketing efficiency evaluations, marketing audits, and marketing performance metrics. Most of these methods focus on the performance evaluation of a specific marketing activity, such as an assessment of the effectiveness of destination image advertising. In contrast, there has been less research on marketing efficiency until recently. Existing research on marketing efficiency analyzes the links between inputs and outputs with regard to marketing activities, and the level of return comparing to the funds invested. A marketing audit is a systematic, independent, and regular examination of the marketing environment in relation to the objectives, strategies and activities of an organization. Research on marketing performance metrics is based on the development of specific targets to measure a destination＇ s performance. Based on the value chain theory of marketing, this paper constructs a destination marketing value chain model. This model describes the basic processes of destination marketing： appealing to tourists, decisions on which marketing technique to use; which in turn affect tourist feelings, including their brand perception and level of satisfaction. Furthermore, tourist behaviors change with their moods, and may depend on factors such as whether they arrive at destinations on time and how long they stay. These behaviors also have an effect on marketing performance. The model therefore has three main parts： a destiation＇ s marketing objectives and activities; marketing performance targets; and a mechanism for evaluating performance. These provide answers to the questions：＂Who did it and what has been done？＂, ＂What were the results？＂ and ＂How did the results turn out？＂ The model shows that most research in this area focuses on the results of particular marketing activities, such as the outcome of advertisements relating to a destination. In the future, research on destination performance should also include the following aspects： 1） analysis of the uniqueness of the enterprise marketing subject, and the effects of that uniqueness; 2） the development of models of destination marketing activities and customer behavior patterns; 3） analysis of the relationships between the targets and final marketing performance; 4） the regulatory factors in the destination marketing value chain; and 5） how to choose relevant targets for the market performance analysis, market efficiency evaluation, and market audit. As Aaker said, ＂Good management starts with good measurement＂, thus, the evaluation of the actual performance of destination marketing will continue to be a hot topic in destination marketing research.