基于消费群体导向的旅游目的地与新媒体整合营销模式分析

Analysis of the integrated marketing model of tourism destinations andnew media based on consumer group orientation

随着人们生活水平的日益提升和需求多元化的发展以及交通、通信技术的日臻成熟,也为旅游业的发展带来了全新机遇,越来越多的地区认识到旅游产业发展对于当地产业转型所起的作用,也将旅游产业作为其主要发展的方向。通过对旅游目的地进行整合营销,有助于提高旅游目的地的知名度,树立良好的形象,提升区域经济社会发展水平。新媒体整合营销,进一步推动了旅游目的地完善营销渠道,提高旅游目的地营销信息的传播速度,为旅游行业的发展提供了必要的支撑。新媒体环境下,旅游目的地营销不再单纯依赖传统的宣传册和节庆推广,而是借助了新媒体手段,展开了新型营销方式,无论是营销传播的手段、目标客户的精准选择、还是目的地形象的推广,都明显发生了转变。本文从新媒体环境下旅游消费群体行为特点入手,基于消费群体要求,分析旅游目的地与新媒体整合营销的内容和流程,最后提出了具体的建议,以期为旅游目的地的营销以及产业发展提供参考。

With the improvement of people’s living standards and the development of transportation and communication technologies,it also brought brand new opportunities to the tourism industry.As its development direction,tourism destinations are integrated marketing of the tourism market to improve tourism destinations.It is well-known,establishes a good image of the scenic spot,and promotes the local city's economic level through the development of tourism.In today’s development of new media,each tourist destination can further improve marketing channels,increase the speed of dissemination of tourism destination marketing information,and better realize the integrated marketing of tourist destinations and new media,and provide necessary information for the development of the tourism industry.support.Tourism destination marketing no longer uses traditional brochures and festivals to promote it.Instead,new media methods are used to launch new types of marketing.Both the speed and scope of marketing communication have obviously changed.Starting from the perspective of consumer groups,the corresponding marketing is more in line with the individual needs of consumers,and it can also provide some references for the integrated marketing of tourist destinations and new media.This article starts with the behavioral characteristics of tourism consumer groups in the new media environment,analyzes the content and process of consumer group-oriented tourism destinations and new media integrated marketing,and finally puts forward specific suggestions,hoping to provide tourism destination marketing and industrial development.Some references.