大数据时代背景下旅游目的地的营销发展研究——以贵阳市为例

The Research on the Development of Tourism Destination Marketingin the Age of Big Data——A Case Study of Guiyang City

在大数据时代背景下,旅游目的地营销需要进行转变与调整。笔者以贵阳市为例,分析了贵阳旅游目的地营销的实施现状以及使用新型营销手段的情况,并提出新形势下旅游目的地的营销应以旅游大数据为依据,明确精准营销的受众,统筹新媒体营销手段,构建起整合的营销联盟。

In the age of big data, the tourism destination marketing needs to be changed and adjusted. Taking Guiyang City as an example, this paper analyzes the current situation of implementing tourism destination marketing and the pro- gress of adopting new marketing strategy. In order to adjust at the new time background, the tourism destination market- ing should pinpoint the audiences of marketing, make an outline of new media marketing strategies, and establish integrat- ed marketing alliance.