旅游网络公共关系营销探索

The Probe of the Internet Public Relations Tactics in Tourist Promotion

从旅游产品在网络营销中所具有的优越性论证了旅游网络营销的可行性和必然性。指出目前我国旅游网络营销所面临的技术限制、安全隐患、信用机制等问题。阐述旅游网络营销适宜采用网络公共关系营销策略,其目的重在宣传,树立旅游企业网络形象,打造企业网络品牌,构建完善的虚拟社区服务;并从网络公共关系的特点、网络软营销策略、顾客忠诚策略和旅游网络公共关系营销成功要素四个方面进行了论证。

The article testifies the possibility and necessity of the tourist internet promotion by providing the superiority that touri st products have in the internet promotion. The tourist internet promot ion in our country nowadays is confronting some problems such as the technology limitations, hidden safety trouble and the credit mechanism. It 's better to apply internet public relations promotion strategy in ord er to propagandize its products, build up the internet image of the t ourist corporation, develop its internet brand and perfect virtual commun ity services. It is testified from the following four aspects, which in clude the characteristics of internet public relations, the soft internet promotion strategy, the customer loyalty strategy and the elements to make tourist internet public relations successful.