游客视角下景区新媒体营销策略研究——以徐州乐园为例  

Research on new media marketing strategy of scenic spot from the perspective of tourists—Taking Xuzhou Amusement Land as an example

作　　者：余航 章艳华 夏近秋 Yu Hang;Zhang Yanhua;Xia Jinqiu(Jiangsu Vocational College of Electronics and Information,Huaian,Jiangsu,223001)

机构地区：[1]江苏电子信息职业学院,江苏淮安223001

出　　处：《市场周刊》2023年第12期55-58,共4页Market Weekly

摘　　要：各大旅游景区竞争日渐激烈,利用新媒体进行营销逐渐成了众多景区的选择。文章以徐州乐园为研究对象,在梳理相关研究的基础上,通过问卷调查的方式,探究其在新媒体营销中各渠道存在的问题,并提出相应的对策和建议,以期为景区新媒体营销策略优化提供参考,提升景区的竞争力。The competition among the tourist attractions is becoming increasingly fierce,the use of new media for marketing has gradually become the choice of many scenic spots.Taking Xuzhou Amusement Land as the research object,on the basis of combing the relevant research,through the way of questionnaire survey,this paper probes into the problems existing in various channels of new media marketing,and puts forward corresponding countermeasures and suggestions to solve these problems.I hope to provide reference for the optimization of new media marketing strategy of scenic spots and enhance the competitiveness of scenic spots.

关 键 词：新媒体 景区营销 问卷调查 对策研究 

分 类 号：F592.7[经济管理—旅游管理]