基于自媒体的旅游景区营销策略研究——以常州天目湖景区为例

Research on Marketing Strategy of Tourist Attraction Based on Self Media——Taking Tianmu Lake Scenic Area in Changzhou as an Example

在分析天目湖网络营销尤其是自媒体营销影响旅游者态度以及购买决策的背景下,设计了天目湖景区自媒体营销对旅游者决策影响调查问卷。通过问卷调查,分析了到访天目湖景区游客的基本出游特征,自媒体营销对游客出游影响的程度,旨在为天目湖景区进一步开展自媒体营销提供参考。

In the context of the analysis of Tianmu Lake Internet marketing, especially from the influence of media marketing, tourist attitudes and purchasing decisions,a questionnaire about the influence of media marketing on tourists ’ decision making in Tianmu Lake Scenic Area was designed. Through questionnaire survey, the basic characteristics of tourists visiting Tianmu Lake Scenic Area, and the influence degree of media marketing on tourist travel were analyzed. The purpose is to provide reference for further development of media marketing in Tianmu Lake Scenic Area.