新媒体背景下桂林旅游营销效果研究--以抖音短视频为例

Research on Guilin Tourism Marketing Effect in New Media Based on TikTok

在互联网时代的发展下,新媒体技术日益成熟,对旅游目的地的营销也开始从传统的营销方式到利用新媒体的营销方式,抖音短视频平台就是开展旅游营销的重要平台。对新媒体背景下抖音短视频对桂林旅游目的地营销效果进行研究,旨在探寻抖音短视频旅游者和桂林旅游目的地的影响,针对存在的问题提出利用抖音短视频平台开展旅游营销的优化方案。

With the development of the Internet era,the new media technology is becoming increasingly mature,and the marketing of the tourism destinations also shifts from the traditional marketing method to the use of the new media marketing method.The TikTok short video platform is an important platform to carry out the tourism marketing.This paper studies the marketing effect of TikTok short video on Guilin tourism destinations under the background of new media,aiming to explore the influence of TikTok short video on Guilin tourism destinations,and then puts forward some measures.