旅游目的地新媒体营销问题评析与集成模式探索

Problem Analysisof New Media Marketing of Traveling Destination and Exploration of Its Integrated Mode

近年来互联网的高速发展给我们带来了海量的资讯和便捷的资源,也直接或者间接地改变了旅游消费者的休闲体验方式。在此背景之下,充分利用新媒体营销的未来趋势,塑造良好的旅游目的地品牌形象,将成为实现旅游目的地在市场上快速崛起重要途径。本文立足于新媒体环境下的国内外旅游目的地营销的实践现状,通过厘清新媒体与旅游目的地营销之间的关系,针对问题及未来发展提出了旅游新媒体营销的集成模式构想。

The high development of the internet has brought us a sea of information and convenient resources,and it has also directly or indirectly changed the relaxation way of tourists' consumption. In this background, making the full use of new media in marketing and building a good image of traveling destination will become one of the most important means for the destination to be known rapidly in the tourism market. Based on the domestic and oversea marketing practice of traveling destination in the new media environment, the paper dissects the relationship between new media and traveling destination and conceives an integrated mode of new media marketing to deal with the existing problems and developing potential.