旅游目的地新媒体整合营销传播——以大足石刻新媒体营销为例

New Media Integrated Marketing Communication of Tourism Destination--Taking Dazu Rock Carving as An Example

指出了目前国内各个旅游目的地都尝试运用新媒体进行旅游营销,但仅有少数旅游目的地获得巨大成功。如何利用新媒体扩大旅游市场营销空间和提高旅游增长潜力,成为智慧旅游发展大背景下的一个重要命题。结合各新媒体平台的特点以及大足石刻的目标市场,在充分分析大足石刻特色的基础上,以着力打造其特色形象为出发点,提出了大足石刻新媒体整合营销传播具体策略,以期形成文化类旅游目的地新媒体整合营销传播模式。

According to the relevant survey,people’s tourism consumption decision-making,experience and sharing are inseparable from the social media.At present,all domestic tourist destinations are trying to use new media for tourism marketing,but only a small number of tourist destinations have achieved great success.Therefore,how to use the new media to expand the tourism marketing space and improve the tourism growth potential has become a significant proposition under the background of rapid growth of intelligent tourism.Based on the characteristics of the new media platform,focusing on building its distinctive image as a starting point,,this paper puts forward the specific strategies of Dazu Rock Carving New Media Integration Marketing in order to form new media integrated marketing communication mode of the cultural characteristics Tourism destination.