新媒体视域下依兰旅游景区营销现状及对策分析  

Analysis of the Current Situation and Countermeasures of Tourism Scenic Spot Marketing in Yilan Under the New Media Perspective

作　　者：孟德瀚 赵歆喆[1] Meng Dehan;Zhao Xinzhe(School of Broadcasting and Hosting Arts,Communication University of Zhejiang,Hangzhou,Zhejiang 310020,China)

机构地区：[1]浙江传媒学院播音主持艺术学院,浙江杭州310020

出　　处：《黑龙江工业学院学报（综合版）》2023年第6期72-77,共6页Journal of Heilongjiang University of Technology(Comprehensive Edition)

基　　金：浙江传媒学院2022年度校级大学生创新基金重点资助项目“短视频在小众旅游地形象塑造中的传播策略”(项目编号:2022018)。

摘　　要：随着现代互联网技术的发展,传统的营销方式已经不能满足旅游景区发展的需求,人们对传统广告营销已经有抵触情绪。新媒体以便捷的社交手段进行旅游推介,因给人亲切之感而易于接受,可以更好地实现景区营销目标,提升旅游景区营销效果。通过网络数据调查,分析依兰旅游景区在旅游OTA平台及微信、微博、抖音等新媒体社交平台的营销现状,从而构建多渠道、全方位、强宣传的新媒体营销模式,并从提升旅游者对依兰旅游感知度和关注度等角度提出营销建议。With the development of modern Internet technology,traditional marketing methods can no longer meet the needs of the development of tourism scenic spots,and people have resisted to traditional advertising and marketing.The new media,with convenient social means for tourism promotion,is easy to accept because it gives people a sense of friendliness,which can better achieve the marketing objectives of scenic spot and enhance the marketing effect of tourist attractions.Through the network data survey,this study analyzed the marketing status of Yilan tourist scenic spot on tourism OTA platforms and new media social platforms such as WeChat,Weibo,and Tiktok,to build a new media marketing model with multi-channel,all-round and strong publicity,and puts forward marketing suggestions from the perspective of improving tourists′perception of and attention to Yilan tourism.

关 键 词：新媒体 OTA平台 旅游景区 营销策略 

分 类 号：F592.68[经济管理—旅游管理] G206.3[经济管理—产业经济]