社交媒体营销策略在旅游目的地营销推广方式中的应用  

Research on Promotion and Application of Social Media Marketing Strategies in Tourism Destination

作　　者：吴启祥 贺琳 Wu Qixiang;He Lin(Fuyang Normal University,Fuyang,Anhui 236000)

机构地区：[1]阜阳师范大学,安徽阜阳236000

出　　处：《呼伦贝尔学院学报》2022年第1期142-148,共7页Journal of Hulunbuir University

基　　金：2021年阜阳师范大学信息工程学院青年人才项目“旅游目的地社交网络整合营销传播研究”(2021XGRCXM002);2021阜阳师范大学皖北文化中心重点研究项目“皖北文化旅游景区新媒体整合营销研究”(2021WBZX01ZD)。

摘　　要：由于推广旅游目的地信息缺少营销平台,导致营销反馈数据响应频率较低。因此,研究社交媒体营销策略在旅游目的地营销推广方式中应用。对旅游目的地推广信息进行分析,确定推广信息的构成及传播方式,基于推广信息树立旅游目的地口碑,对社交媒体营销平台上的口碑信息进行整理,构建营销口碑下的推广模型,制定旅游目的地的推广策略,通过社交媒体营销,制定营销推广的宣传策略。分析实验结果:传统方法1营销反馈数据响应频率最高为4.5%,传统方法2营销反馈数据响应频率最高为3.1%,基于社交媒体营销策略下的旅游目的地营销推广方式的营销反馈数据响应频率最高为7.0%。因此,社交媒体营销策略在旅游目的地营销推广方式中的应用具有实用价值。Due to the lack of marketing platform for promoting tourism destination information,the response frequency of marketing feedback data is low.Therefore,this paper studies the application of social media marketing strategy in tourism destination marketing promotion.Analyze the promotion information of the tourism destination,determine the composition and communication mode of the promotion information,establish the reputation of the tourism destination based on the promotion information,sort out the reputation information on the social media marketing platform,build the promotion model under the marketing reputation,formulate the promotion strategy of the tourism destination,and formulate the publicity strategy of marketing promotion through social media marketing.Analysis of experimental results:the highest response frequency of marketing feedback data of traditional method 1 is 4.5%,the highest response frequency of marketing feedback data of traditional method 2 is 3.1%,and the highest response frequency of marketing feedback data of tourism destination marketing promotion based on social media marketing strategy is 7.0%.Therefore,the application of social media marketing strategy in tourism destination marketing promotion has practical value.

关 键 词：社交媒体 营销策略 旅游目的地 推广方式 

分 类 号：F713.56[经济管理—市场营销]