中文摘要：

营销对旅游目的地与一般企业的生存发展有着至关重要的作用。对旅游目的地与一般企业进行对比分析,发现旅游目的地与一般企业有营销中心、基础、手段、目标等方面的共性,明晰旅游目的地与一般企业存在营销主体、目的、对象、方式与流程等五个方面的不同,提出旅游目的地营销的四点发展启示：树立现代营销理念;开拓新型营销模式;注重旅游目的地市场和形象;塑造旅游目的地品牌。通过研究为旅游目的地营销策略的制定提供借鉴,以实现旅游目的地快速发展。

英文摘要：

Marketing has a vital role in the survival and development for tourist destinations and general enterprise.Based on the comparison with tourist destination and the general enterprise,this paper analyses that there are in common with the aspects of marketing center,foundation,methods,goals,and defines the differences of marketing majority,purpose,object,methods and process between the tourist destination and general enterprise.According to the study,the paper puts forward four revelations on tourism destination marketing：to establish a modern marketing concept;to focus on new marketing model;to emphasize market and image of tourism destination;to shape brand of tourism destination.This study aims to provide reference for formulating the strategy of tourism destination marketing,in order to achieve the rapid development of tourism destinations.