新媒体在入境旅游目的地营销中的应用——以四川省为例  

New media as an inbound tourism destination marketing tool——the case of sichuan tourism administration

作　　者：唐勇[1] 钟美玲[1] 秦宏瑶 方艳[1] 何明富 

机构地区：[1]成都理工大学旅游与城乡规划学院,四川成都610059 [2]四川电影电视学院,四川成都610036 [3]成都市川达柏槐旅游规划设计有限公司,四川成都610021

出　　处：《技术与市场》2017年第6期63-67,共5页Technology and Market

基　　金：四川省旅游业青年专家培养对象2014年度科学研究课题(SCTYETP2014L02);四川省旅游业青年专家培养对象2015年度科学研究课题:四川省旅游局官方微博营销影响力评价研究(SCTYETP2015L0);四川省哲学社会科学重点研究基地-四川旅游发展研究中心立项课题(LYC14-30)

摘　　要：从入境旅游者和目的地营销机构的双重视角,采用案例研究的方式,揭示四川入境旅游目的地营销中的现状与困局,探讨新媒体运用于入境旅游目的地营销的渠道与策略。研究表明:新媒体旅游营销是搜索引擎、社交媒体与旅游信息发布三类渠道的综合运用;优化旅游搜索引擎,完善旅游门户网站,搭建官方旅游博客,重视社交媒体互动等新媒体策略,将有助于破解入境旅游目的地营销的困局,可为四川省创建"世界旅游目的地"提供决策依据。This study investigates new media as an inbound tourism destination-marketing tool. The Internet and other new technologies have changed the tourism industry in an unprecedented way. The increasing use of new media applications forces destination-marketing organizations( DMOs) to respond to the trend. In the case of Sichuan Province,an inland tourist destination in west China,the provincial tourism administration seeks to adopt and integrate new information communication technologies( ICTs) to better communicate with inbound tourists. This situation provides a good opportunity to look at how new media can be used for inbound destination marketing. To this end,this study begins with the examination of inbound marketing strategies of Sichuan as to understand the new media technology adoption. Then,it goes to discuss inbound marketing architecture for synchronizing channels,which includes search engine optimization,social media and content marketing. In conclusion,the findings with strong managerial implication for inbound destination marketing can be used as a basis or theoretical framework for the further related research.

关 键 词：入境旅游 旅游营销 旅游目的地 新媒体 

分 类 号：F274[经济管理—企业管理] F592.7[经济管理—国民经济] G206[文化科学—传播学]