Domestic Tourism Destination Marketing System Operations Research

The competition between destinations in the global scope turned fierce, so the managers pays their attention to use the internet to set up a special on-line image of the destination and promote their products to more people around the world .Destination Marketing System (DMS),is one of the Internet systems, adapting to the Internet market characteristic, using the information techniques to promote the whole tourism destination.More and more nations and regions such as England, Singapore, Spain, and Australia and so on had applied it to improve their market influence .Under the push of the "gold trip" program hold by the destination in our country already construct DMS to provide the tour information and promote their products. To some extent,the development of DMS played a role in promoting development. But with the further operation of DMS, the problems reflect such as : lower web click-through rate ,web content updating slowly, lagging tourism marketing, less enterprises involved in tourism website .These problems restrict the large extended development of DMS.The text tries to analyze the DMS' operation in China by using the manangement theories, marketing theories and social science theories .It used many research tools such as diagrams to make the points more clearly and straightforward. The text chose Dalian destination's DMS as samples to research their operation. The statistics analyze showed that there were many problems on their operation:The first part of this article introduces the writing background, the research significance, the research content and the technical route.The second part of this article introduces the development of DMS as well as theoretical research. According to the study of status, we can see DMS played more and more important role in tourism. The researchers pay more attention in DMS .But it is weak in the research of the operation of DMS.The third part of this article analyzes the related concepts of DMS operation and design the DMS operating mode. The fourth part of this article introduces the existence and problems in the operation of DMS as the Dalian DMS as an example. Finally, it has a conclusion: The DMS in our country has not formed a unified and completely system yet. There are many problems in the operation: the lag of the marketing; inefficiency government-led management; the lack communication of stakeholders; the small scale of destination enterprises; low profitability.The fifth part of this article introduces the corresponding marketing measures for effective management in DMS: the appropriate marketing tools; the marketing-oriented business model; coordinating the relationship between the stakeholders; increasing the practical web content; absorbing various types of enterprises.The sixth part of this article introduces the main points and lack of this article and the future research.There are three contributions of this paper: .Firstly,the paper is point of view the operation. Secondly, the paper selects the Dalian DMS as the empirical study and increases the persuade of the article. Finally, the paper takes a combination of qualitative and quantitative way to analyze the research.