Abstract In the background of the individuality and Diversification of tourism demands day by day, the integrated marketing communication theory will substitute for the traditional marketing system theory to provide the new idea and the way for the tourism destination marketing. In order to harmonize and integrate every of the tourism destination marketing element, to form the tourism marketing appealing point unified, to cultivate the unified brand image of the tourism destination, and to gain the best and the most effective marketing transferring influence, We must substitute the simple product marketing by tourism image marketing and construct the tourism destination image integrated marketing system including the image molded, the image polished, the image transferred and the image managed.
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Received: 15 March 2007
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