社会化媒体语境下的武夷山旅游品牌传播策略

Wuyi Mountain Tourism Brand Communication Strategy in Social Media Context

随着互联网技术的迅速发展和智能手机的普遍应用,社会化媒体成为消费者接收和发布信息的重要媒体平台。消费者对于旅游品牌信息的认知接触行为发生了巨大变化。武夷山作为福建省拥有世界级自然遗产和文化遗产旅游资源的重要景区,其品牌传播应借助社会化媒体平台所具有的参与、公开、交流、对话、社区化、连通性的特点,提升旅游者对武夷山的体验水平,发挥意见领袖的作用,营造良性口碑传播环境,吸引国内外旅游者关注,提高品牌知名度和美誉度。

With the rapid development of Internet technology and the general use of smart phones, social media has become an important media by which consumers receive and release information . Behavior that consumers percept and contact tourism brand information has changed dramatically. Wuyi Mountain in Fujian Province is a world-class natural and cultural heritage tourism scenic area. The brand should be communicated by social media that has the characteristic of openness, communication, dialogue, community, connectivity, which will enhance the level of tourist experience of wuyi mountain and create a positive word-of-mouth environment by social media opinion leaders. The strategies will attract tourists at home and abroad and enhance the brand visibility and reputation.