旅游目的地搜索引擎营销研究

A Research on Destination Search Engine Marketing

随着互联网技术的迅速发展,我们步入了信息过剩时代。在旅游者有限注意力的条件约束下,搜索成为潜在旅游者获取旅行相关信息的重要方式,目的地如何通过潜在旅游者的信息搜索过程将其期望旅游者获取的信息推送给旅游者具有重要研究意义。文章在国内外文献回顾的基础上,提出了旅游目的地搜索引擎营销的概念及必要性;利用百度指数概括了提高目的地搜索引擎营销效果的策略建议,尤其是目的地需把握旅游信息推送的时间规律和内容规律;最后分析了研究的不足并展望了目的地搜索引擎营销的研究方向。

With the rapid development of Internet technology,we have entered the age of information overload. In the constraint of tourists limited attention,search has become an important way for potential tourists to obtain travel-related information. To understand how to push marketing information to potential tourists through the process of travel information searching is very important for tourism destinations and researchers. On the basis of literature review at home and abroad,this thesis puts forward the concept and the necessity of destination search engine marketing. Then summarizes the tactics to improve destination search engine marketing effects according to Baidu Index. Particularly destinations need to understand the time pattern and content of the law for information distribution. Finally the thesis analyzes its limitations and future research directions for destination search engine marketing.