微博营销在旅游目的地的应用探析

Analysis on Micro Blog Marketing of Tourist Destinations

旅游微博作为旅游界一种新兴的传播方式,它逐渐改变着人们出行旅游的方式,以其低成本、实时性强、互动性高等特点,迅速成为旅游目的地进行营销的全新平台,引起了企业和学者们的广泛关注。通过微博营销的特点,结合旅游目的地分析微博营销的发展问题,从而提出组建微博营销专业团队、持久性适度发布高质量信息、借热点问题增强与粉丝互动、实施资源媒介的整合营销、开展网络公关等策略。

Tourism micro-blog as an emerging tourist information dissemination mode,it is gradually changing the way of people＇ s travel.With its low-cost,real-time and interactive high,it is rapidly becoming a new tourist destination marketing platform.It can attract widespread attention for businesses and scholars.The article analyzes micro blog marketing characteristics,combined tourist destination analyze marketing micro blog application development problems,then it proposes that we should establish a professional micro blog marketing team,the high-quality information were published persistently and moderately,take hot topics to enhance the interaction with the fans,the implementation of resource media integrated marketing,network PR strategy and so on.