旅游營銷指旅游產品或旅游服務的生產商在識別旅游者需求的基礎上,通過確定其所能提供的目標市場并設計適當的旅游產品、服務和項目,以滿足這些市場需求的過程.旅游營銷的整合傳播與分眾傳播
　　旅游品牌整合營銷仍然是旅游營銷的主導形式
　　旅游品牌整合營銷,是旅游營銷的主導形式,主要以旅游形象的整合為核心,進行形象傳播,以旅游吸引力的驅動結果,實現旅游產品的購買,達到旅游銷售的目標.
　　綠維將旅游品牌整合營銷傳播系統(tǒng)（TBIMC）從實戰(zhàn)的角度劃分為品牌塑造、品牌包裝、品牌傳播、品牌管理四個步驟 .
　　旅游營銷的分眾模式正在成為旅游營銷的有效支撐結構
　　分眾模式,要求對旅游產品進行細分,以細分的產品,對應細分的市場需求,通過分眾的渠道,選擇分眾媒介,進行分眾傳播,最后實現細分市場的有效營銷.
　　品牌整合營銷傳播,是以品牌為載體,對大量的旅游信息進行壓縮,形成凝聚,并以品牌整合所有的產品,形成統(tǒng)一形象結構的過程.
　　旅游營銷的分眾模式與分眾化發(fā)展趨
　　1、旅游產品銷售的機理――吸引力響應及體驗過程預賣
　　2、細分市場的需求差異
　?。?）旅游市場的社會經濟變量劃分
　?。?）出游中的旅游市場劃分
　　（3）休閑旅游的五大主力市場
　　3、吸引力打造與包裝的分眾化發(fā)展
　　4、吸引力傳播的分眾化
　　5、旅游產品銷售渠道的分眾化
　　Tourism Marketing means the tourism product or travel service providers in identifying the manufacturer on the basis of the needs of tourists,by identifying its target market and can provide the design of appropriate tourism products,services and projects to meet these market requirements process.Tourism Marketing integration of communication and dissemination of Focus
　　Tourism Brand Integrated Marketing is still the dominant form of tourism marketing
　　Tourism brand of integrated marketing,is the dominant form of tourism marketing,mainly the integration of tourism image as the core,to the image of the spread of the results of the tourism attraction of the drive to achieve tourism products to buy,to achieve the objective of tourism marketing.
　　Green Tourism Victoria will be the brand of integrated marketing communication systems (TBIMC) from the actual point of view is divided into brand building,branding,brand communication,brand management in four steps.
　　Tourism Marketing sub-Focus model is as a tourist marketing,effective support structure
　　Focus mode,requested a breakdown of the tourism products in order to breakdown products,the corresponding segments of the market demand,through a separate group of channels to choose Focus Media,Focus transmitted to the final realization of an effective marketing segments.
　　Brand Integrated Marketing Communication is based on the brand as the carrier,a large number of tourist information is compressed to form a pool,and to integrate all the brand products,to form a unified image of the structure,process.
　　Tourism Marketing Focus Mode and Focus of the development trend
　　1,the mechanism of tourism product marketing - appealing to respond to and experience the process of pre-selling
　　2,the needs of different market segments
　　(1) the socio-economic variables into the tourism market
　　(2) traveling in the tourism market segmentation
　　(3) the five main market leisure travel
　　3,attractiveness and packaging to create a sub-Focus Development
　　4,the spread of the audience appeal of
　　5,travel sales channels,audience fragmentation