旅游目的地营销中的新媒体协同机制研究

On Synergy Mechanism of New Media in Tourism Destination Marketing

近年来,Web2.0发展模式已经成为新互联网的网络发展趋势,它具有信息浏览内容丰富、系统性强和联系性紧密等特点,更加注重用户的交互性与体验性效果。信息技术与旅游业呈现高速融合态势,同时,伴随着散客旅游时代的到来,消费者的旅游方式逐步向个性化、自主化和体验化转变,各种新型媒体形式的出现,为目的地营销注入了新的活力。转变营销思路,充分利用新媒体的传播优势,对于旅游目的地的营销推广和市场开拓具有重要的战略意义。

In recent years,the Web2. 0 development model has become the network development trend of the new Internet. It has characteristics such as rich content,strong information browsing system and close connection and pays more attention to the effect of interaction and experience of users. There is a trend of information technology and tourism industry integrating rapidly. At the same time,with the coming of individual tourism era and consumers’ gradually transition to individuation,autonomy,and experience,a variety of new media forms has poured fresh vigor into the destination marketing. Changing the marketing idea and making full use of propagation advantages of new media have important strategic significance for the promotion and marketing of tourism destination.