旅游景区的社会化媒体营销研究

发布时间：2018-04-16 16:13

本文选题：旅游景区 + 社会化媒体　；参考：《湖南大学》2015年硕士论文

【摘要】：随着社会化媒体的兴起,人们的旅行行为发生了巨大变化。行前通过微博、微信、QQ、人人、贴吧等社会化媒体收集旅行所需资料和资源,回来后又通过社会化媒体分享旅游体验或攻略经验,成为旅游爱好者的一种时尚旅游模式。本文以旅游消费者的社会化需求为切入点,以国内旅游景区作为研究对象,从旅游景区社会化媒体营销概念、消费者的旅游动机及其社会化媒体的使用、旅游景区社会化媒体营销现状等几个方面进行研究。在问卷和访谈调查的基础上剖析旅游景区社会化媒体营销现存的几个问题,并对问题出现的原因进行进一步探究,并最终提出解决的建议和策略。本文通过对旅游消费者和旅游景区社会化媒体营销的调查,初步掌握旅游消费者的需求动机、社交动机以及非理性动机,旅游消费者的社会化媒体使用情况以及旅游景区社会化媒体营销对消费者决策的影响程度;从消费者的旅游动机分析、消费者对社会化媒体的依赖程度以及旅游景区社会化媒体营销对消费者决策的影响三个方面,证实了旅游景区使用社会化媒体营销手段的优势及其必要性。在对旅游景区的社会化媒体营销情况研究的基础上,发现了诸多可能导致营销效果减弱的问题,基于此,本文从旅游景区运营者对于整合营销传播、内容质量、与消费者之间的联系以及更新技术等几个方面的态度入手,总结出引发旅游景区社会化媒体营销问题的多个原因。最后,结合消费者的需要、动机以及社会化媒体使用情况,针对引发旅游景区社会化媒体营销问题的原因,从增强旅游景区社会化媒体营销对消费者的影响力出发,提出以下几点策略性建议:一是利用智慧旅游理念整合营销传播,主要从社会化、本地化、移动化三者结合的传播趋势、融入多屏互通的传播形式以及精准化的整合投放三个方面进行阐述;二是提升营销内容质量,利用互联网思维改进营销内容的表达途径及其创作质量,并针对消费者的反馈情况不断进行调整;三是强化景区与消费者的“关系”,以用户为核心,从线上到线下,通过社会化营销增强景区与消费者之间的联系;四是增强信息技术开发投入力度,景区运营者需要重视飞速发展的地理信息系统、互联技术以及增强现实技术,同时加大数据挖掘力度,在技术上保障整合营销传播的系统性、内容呈现的适配性和传授关系的适度性。
[Abstract]:With the rise of social media, people's travel behavior has changed dramatically.Before the trip through Weibo, WeChat QQQ, everyone, bar and other social media to collect travel information and resources, and back through social media to share travel experience or experience, become a fashion tourism model for tourism lovers.This article regards the social demand of tourism consumers as the breakthrough point, takes the domestic tourism scenic spots as the research object, from the tourism scenic spots social media marketing concept, consumer's travel motivation and the use of social media,This paper studies the current situation of social media marketing in tourist attractions.On the basis of questionnaire and interview investigation, this paper analyzes the existing problems in the marketing of social media in tourist scenic spots, and further explores the causes of the problems, and finally puts forward some suggestions and strategies to solve the problems.Through the investigation of tourism consumers and social media marketing of tourist attractions, this paper preliminarily grasps the demand motivation, social motivation and irrational motivation of tourist consumers.The use of social media of tourism consumers and the impact of social media marketing in tourist attractions on consumer decision-making;The degree of consumer dependence on social media and the influence of social media marketing in tourist attractions on consumers' decision-making confirm the advantages and necessity of using social media marketing in tourist attractions.On the basis of the research on the social media marketing of tourist attractions, this paper finds many problems that may lead to the weakening of marketing effect. Based on this, this paper analyzes the content quality of integrated marketing communication from the operators of tourist attractions.Starting with the relationship with consumers and the attitude of updating technology, this paper summarizes the causes of social media marketing problems in tourist attractions.Finally, according to the needs of consumers, motivation and the use of social media, in view of the causes of social media marketing problems in tourist attractions, from enhancing the impact of social media marketing on consumers,Some strategic suggestions are put forward as follows: first, the use of intelligent tourism ideas to integrate marketing and communication, mainly from the socialization, localization and mobility of the three communication trends,The communication form of multi-screen intercommunication and the integration and delivery of precision are expounded in three aspects: second, to improve the quality of marketing content, and to improve the expression way and creative quality of marketing content by using Internet thinking.The third is to strengthen the "relationship" between scenic spots and consumers, take the user as the core, from online to offline, through social marketing to enhance the relationship between scenic spots and consumers;The fourth is to strengthen the investment in the development of information technology. Scenic area operators need to attach importance to the rapid development of geographic information systems, interconnection technology and augmented reality technology. At the same time, they should increase the intensity of data mining, and technically guarantee the systematization of integrated marketing and communication.The adaptation of the content and the appropriateness of the teaching relationship.
【学位授予单位】：湖南大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：G206-F

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