Integration of Reality and Virtual: A Case Study of Web-based Marketing Alliance in China

Marketing is one of the key factors which influence the operation of tourism destination. R&V marketing alliance is a business mode combining reality with virtual. How can we introduce the R&V marketing alliance into tourism destination marketing? Using case study method, we take Feishiling Scenic Spot and Tianchang S&T Corporation as the case to analyze the background, implementation, performance of the alliance between the two companies. The results show that Customer sharing, Non-competitiveness, Resources replacement and Low-cost marketing should be the key factors of R&V marketing alliance. Finally propose several implications for tourism destination marketing in an attempt to provide beneficial thinking and reference to tourism destination marketing of China.