长尾理论视角下旅游目的地网络营销研究——以四川阿坝为例

The Tourism Destination Network Marketing Research from the Perspective of Long Tail Theory——A Case Study of Aba Prefecture of Sichuan Province

通过对技术、游客需求和产品三方面分析,认为阿坝州具有在长尾理论指导下进行旅游目的地营销的可行性,并提出四点营销策略:一是采取差异化营销策略,注重对"温冷"景区的营销;二是加强官方网络平台建设和聚合微博、微信、论坛、直播网站、短视频网站等网络传播平台,拓展信息传播广度和提高信息传播精度;三是关注"业余生产"群体,探索建立激励机制,鼓励普通旅游者参与网络营销;四是从旅游公共产品、信息联通机制和政策法律等方面加强政府引导,以期为阿坝州旅游目的地营销提供新的视角。

Based on an analysis in terms of technology,tourists＇ demand and products,this paper elaborates the feasibility in Aba of marketing tourist destinations under the guidance of long tail theory,and proposes four strategies. Firstly,differentiated marketing should be adopted with the emphasis on ＂warm-cold＂areas. Secondly,official network platforms should be integrated with Micro-blog,We Chat,Forum,live show websites and short video websites to expand the breadth of the information spreading and improve the accuracy of information dissemination. Thirdly,motivation mechanism should be developed to encourage ＂amateur production＂where average tourists are encouraged to participate in network marketing. Fourthly,the government should provide guidance in the aspect of tourism public products,information communication mechanism,and policy and laws.