泉州古城文化旅游发展的全媒体营销策略分析

Analysis of All Media Marketing Strategy of Cultural Tourism Development in Quanzhou Ancient City

全媒体营销通过数字和新媒体赋能提升文旅IP和文旅项目营销、推广传播效果,提高游客对城市文旅资源与项目的了解、体验与二次裂变传播。基于对泉州古城文化旅游市场全媒体营销应用的调研,分析了泉州古城文化旅游发展的瓶颈问题以及泉州古城文化旅游市场全媒体营销应用现状,从打造泉州文旅品牌IP、传播泉州旅游地域文化特色、组建专业化运营团队、注重特色文旅产品的开发等方面提出了相应的全媒体营销策略。

All media marketing can enhance the marketing, promotion and communication effect of cultural tourism IP and cultural tourism project through digital and new media, and improve tourists’ understanding, experience and secondary fission communication of urban cultural tourism resources and projects. Based on the research on the application of all media marketing in Quanzhou Ancient City’s cultural tourism market, this paper analyzes the bottleneck of Quanzhou Ancient City’s cultural tourism development and the current situation of all media marketing application in Quanzhou ancient City’s cultural tourism market. The corresponding all media marketing strategies are put forward from the aspects of building Quanzhou cultural tourism brand IP, spreading Quanzhou tourism regional cultural characteristics, building a professional operation team, and paying attention to the development of characteristic cultural tourism products.