导游在社交媒体中的营销价值研究

A Study of the Marketing Value of Tour Guide in Social Media

网络移动端的广泛使用、公共区域无线网络的迅速普及极大地改变了旅游者消费决策模式,社交媒体对旅游决策行为影响深远,本文拟从导游的营销角色入手,分析导游运用社交媒体现状及导游在社交媒体营销中的优势,建议旅游企业重视导游在社交媒体中的营销价值。

The popularization of mobile network,together with the rapid spread of Wi- Fi in public areas,has tremendously changed tourists＇ consumer decision model; besides,social media has produced profound impact on tourists＇ decision- making behaviors. Based on the role of tour guides in marketing,this article analyzes the current situation concerning tour guides＇ use of social media,as well as their advantages in social media marketing,and suggests that tourism enterprises should lay emphasis on the marketing value of tour guides in social media.