The Exploiting And Marketing Mode Study Of Tourism Destination's Customer Market

Effective exploiting and marketing is important sector of tourism destination's sustainable development. With the increasing development of our country's tourism industry, it is of great significant to define different kinds of customer market of different destination on the whole, then form an integrated customer exploiting & marketing system, which is to be used to better direct the tourism destination's development. Based on some relevant research results and theories, we set up a systematic customer market's categorized model of tourism destination macroscopically: tour center radiate model, traffic connect model and remote dummy satellite model.The public goods and quasi - public goods performance of the tourism destination and the externality characteristic of customer market's exploiting & marketing determine that the government gets an important position. The tourism consumption is clannish and antagonistic under most situations, the theory of contemporary public economics proved that the quasi - public goods should be produced privately while replenished by government. From the point of view of another kind, the whole course of tourism destination's exploiting & marketing shows an external economy characteristic, which means it might happen that in a tourism destination, a certain enterprise or a certain government department spend a large number of manpower, material resources, financial resources on exploiting & marketing, but in the end, the beneficiaries might include many enterprises or scenic spots without any contribution to it. So the macroscopic security of government should be particularly emphasized in the attractive element's functional mechanism of destination. The exploiting & marketing mode of tourism destination should put emphasis on the government's leading and supporting function, as well.Systematic exploiting & marketing mode of tourism destination is also based on its public and quasi - public goods character & externality characteristic. The three exploiting modes as market uniting, market segmenting, market creating offer strong technical support for development of destination's customer market. While the three marketing modes as government directing, government and enterprises' joint developing, government startup while enterprises operating provide applying approach for the marketing. The two together promote the innovation of the marketing idea and the further development of tourism destination marketing.