互联网时代三清山景区旅游新媒体营销策略研究

发布时间：2018-08-20 16:49

【摘要】：互联网时代的现代旅游业正迈向数字化、信息化、智能化。科学技术的应用以及智慧景区的建设都对旅游景区的营销提出了新的要求,景区营销也相应的从传统媒体营销转向互联网时代的新媒体营销。本文以三清山景区为案例地,运用问卷调查法和访谈法对互联网时代背景下的景区旅游新媒体营销策略进行研究。研究结果表明:(1)新媒体营销有方式柔和、范围广泛、个性互动、过程简单、成本低廉的优势。景区营销从传统媒体营销转向互联网新媒体营销是适应现代科技发展环境下旅游营销的客观要求。(2)博客、微博、门户网站、视频网站、QQ空间、朋友圈空间、旅游微信的重要性高、传播效果好,是三清山景区旅游新媒体营销的重要手段;电子杂志、搜索引擎、社交网站重要性不高、传播效果不好,不适合成为三清山景区旅游新媒体营销的主要手段;网络社区虽然重要性高,但效果不理想,是三清山景区旅游新媒体营销未来需要大力改进的方面。(3)当前三清山景区旅游新媒体营销存在的主要问题有:营销效率有待提高、新媒体营销深度和广度有待拓展、新媒体营销内容需进一步深化、新媒体营销有机整合趋势有待推进、传统营销与新媒体营销有待互利结合、新媒体营销方式需进一步创新等。(4)提高新媒体营销效率、拓展新媒体营销深度和广度、深化新媒体营销内涵、推进新媒体营销整合、完善新媒体营销平台、借鉴新媒体营销方法是提升三清山景区旅游新媒体营销效果的优化策略。
[Abstract]:Modern tourism in the Internet age is moving towards digitization, information and intelligence. The application of science and technology and the construction of intelligent scenic spots have put forward new requirements for the marketing of tourist attractions, and the marketing of scenic spots has correspondingly shifted from the traditional media marketing to the new media marketing in the Internet era. This paper takes Sanqing Mountain Scenic spot as a case study, using the method of questionnaire and interview to study the marketing strategy of tourist new media in scenic spot under the background of Internet era. The results show that: (1) New media marketing has the advantages of soft way, wide range, individual interaction, simple process and low cost. Scenic area marketing from traditional media marketing to Internet new media marketing is the objective requirement of tourism marketing in the environment of modern science and technology development. (2) blog, Weibo, portal, video site, QQ space, friends space, The importance of tourism WeChat is high, the effect of communication is good, is an important means of tourism new media marketing in Sanqingshan scenic spot; electronic magazines, search engines, social networking sites are not of great importance, and the communication effect is not good. It is not suitable to be the main means of marketing new tourist media in Sanqing Mountain Scenic spot. Although the importance of network community is high, the effect is not ideal. It is the aspect that the new media marketing of tourism in Sanqingshan scenic spot needs to be improved greatly in the future. (3) the main problems existing in the new media marketing of tourism in Sanqingshan scenic spot at present are: the marketing efficiency needs to be improved, the depth and breadth of the new media marketing need to be expanded, The content of new media marketing needs to be further deepened, the trend of organic integration of new media marketing needs to be promoted, the combination of traditional marketing and new media marketing needs to be mutually beneficial, and the new media marketing methods need to be further innovated. (4) improve the efficiency of new media marketing. To expand the depth and breadth of new media marketing, deepen the connotation of new media marketing, promote the integration of new media marketing, perfect the new media marketing platform, and learn from the new media marketing methods are the optimization strategies to improve the effect of new media marketing in Sanqingshan scenic spot.
【学位授予单位】：江西财经大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F592.7;F274

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