旅游植入式营销运作模式探析——基于传播学的视角

A Research on the Operation Mode of the Tourism Product Placement Marketing——From the Perspective of Communication Studies

旅游植入式营销异军突起成为一股不可忽视的力量,然而,如何植入才能发挥营销的最佳效果,却值得深思与探讨。从剖析旅游植入式营销的发展背景、现状及其优势入手,结合传播学的基本理论,以传播模式、传播效果、传受双方这三个角度为落脚点,对旅游植入式营销的运作模式进行探析。

Tourism product placement has popped up to be an important marketing force,although much research needs to be done in its approaches and effects.From the analysis of the developing background of tourism product placement marketing,present situation and its advantages,combining the basic theory of communication,this paper probe the operation mode of tourism placement marketing as the communication model,communication effect,both sides of communicator and receiver.