Notice of RetractionFunctional innovation of Destination Marketing System

With the development of information and internet, traditional tourism is promoted through informationization, then Destination Marketing System (the abbreviation is DMS) appeared. DMS, different from general tourism electronic commerce (the abbreviation is e-commerce) websites, is comprehensive application of regional tourism e-commerce. From technical level, it enhances informationization and standardization of tourism destination. From tourism industry service level, information flow improves service quality of tourism industry due to all kinds of tour enterprises' participation in DMS. From marketing level, overall marketing level is advanced because of real-time docking of network marketing and traditional marketing. This paper analyzes functional innovation of DMS from three aspects, namely basic function, extended function and advanced function in order to show its importance in tourism marketing. In the next few years, we should promote DMS's construction according to the general framework of the golden tourism project in China. We should take full advantage of the best opportunity that Chinese tourism industry catch up with international tourism industry. We should promote development of traditional tourism through informationization.