新媒体时代下旅游景区营销模式研究  

Research on the Marketing Mode of Scenic Spots in the New Media Era

作　　者：陶拓抒 付延菁 TAO Tuo-shu;FU Yan-jing(Liaoning Normal University,Dalian 116029,China;The High School Affiliated to Liaoning Normal University,Dalian 116029,China)

机构地区：[1]辽宁师范大学,辽宁大连116029 [2]辽宁师范大学附属第一中学,辽宁大连116029

出　　处：《经济研究导刊》2022年第14期43-45,共3页Economic Research Guide

摘　　要：新媒体时代,旅游企业不断与时俱进,积极调整和更新现有的营销模式。当前,旅游景区的转型发展迫切需要以新媒体为渠道支撑,创新旅游景区营销模式,因此必须实时把握新媒体特点。基于旅游景区和当下新媒体的特点,运用文献分析法,就旅游景区营销现状给出了融合新媒体营销特点的创新模式,以此打造新的营销模式来保持景区的持续关注度,实现景区的经营目标。Under the influence of the new media era, tourism enterprises constantly keep pace with the times, actively adjust and update their existing marketing models. At present, the transformation and development of scenic spots urgently need to take new media as channel support and innovate the marketing model of scenic spots. The scenic spots should grasp the characteristics of new media in real time, timely follow up the pace of the development of new media, conform to the change law of new media, and promote the realization of good marketing effect of scenic spots. Based on the characteristics of tourist attractions and current new media, this paper uses data survey method and literature analysis method to present an innovative model integrating the characteristics of new media marketing on the current marketing situation of tourist attractions, so as to create a new marketing model to maintain the continuous attention of scenic spots and achieve the business objectives of scenic spots.

关 键 词：旅游景区 营销模式 新媒体 

分 类 号：F592.6[经济管理—旅游管理]