我国旅游景区新媒体营销的现状与建议

The Present Situation and Suggestions of New Media Marketing of Tourist Attraction in China

为了更好地塑造旅游景区的形象,提高旅游景区的整体知名度和经济效益,从新媒体营销的内涵、主要方式及特征的分析入手,增强对新媒体营销的理解,在此基础上,对旅游景区新媒体营销尝试的不足之处进行分析,发现旅游景区在新媒体营销上存在认识不足、效率不高、平台不全以及方式传统等主要问题,据此从提升新媒体营销的认识、提高新媒体营销的效率、整合新媒体营销的平台以及拓宽新媒体营销的方式等四个方面,提出新媒体营销创新的相关建议。

In order to better shape the image of tourist attractions and improve the overall popularity and economic benefits of tourist attractions,this paper starts with the analysis of the connotation,main methods and characteristics of new media marketing,and enhances the understanding of new media marketing.On this basis,it focuses on the analysis of the shortcomings of new media marketing attempts of some tourist attractions,and finds main problems of some tourist attractions,such as lack of understanding,low efficiency,incomplete platform and traditional ways.Based on this,this paper puts forward relevant suggestions on new media marketing innovation from four aspects:improving the understanding of new media marketing,improving the efficiency of new media marketing,integrating the platform of new media marketing and broadening the ways of new media marketing.