县域旅游目的地品牌自有媒体传播策略研究——以广西龙胜各族自治县为例

Research on the Communication Strategy of Private Media of County Tourism Destination Brand——Taking Longsheng Autonomous County of Guangxi as an Example

旅游目的地品牌自有媒体是旅游目的地品牌进行营销传播推广的主要传播媒介。旅游目的地品牌自有媒体具有传播内容可控且形态多样化、传播成本低和互动交流分享功能的特征。旅游目的地品牌自有媒体的受众呈现多元化,对信息的接收具有主动性的特点。文章通过对广西龙胜各族自治县旅游目的地品牌自有媒体传播现状进行分析,基于存在的问题给出相应的策略建议,以期对少数民族县域目的地政府使用自有媒体提供有效的建议策略。

The private media of tourism destination brand is the main media for marketing and promotion of tourism destination brand.It has the characteristics of controllable communication content and diversified forms,low communication cost and function of interactive communication and sharing.Its audience is diversified and has the initiative to receive information.Based on the analysis of the status quo of the tourism destination brand’s own media communication in Longsheng Autonomous County,this paper puts forward the corresponding strategies and suggestions based on the existing problems,in order to provide effective suggestions and strategies for the minority county destination government to use its own media.